Marketers have never had more tools available to them as they do today. Despite the plethora of digital apps, platforms, and tools at their disposal, however, technology is only one piece of a successful marketing strategy. The most important element of a successful marketing strategy is the ability to create and build a personal emotional connection with your customers or end-users.
Regardless of which platforms or tools you choose to utilize, the end goal of any winning marketing strategy is to engage with customers through relevant content and targeted messaging that fosters a personal connection to your brand and its products or services. This is the surest way to build a brand that emotionally resonates with customers on a personal level, which, in turn, will practically guarantee an uptick in your business’s conversion rate.
In this article, I want to cover the three most vital concepts of a winning marketing strategy that I have implemented during my time as an e-commerce growth expert for digital CPG brands at Facebook and with my own marketing firm, Reach Digital.
Remain Agile and Adaptable
One of the most important aspects of a fantastic marketer and a winning marketing strategy is the ability to adapt to change. The past year has been a prime example of this with the onset of the COVID-19 pandemic. Suddenly, businesses the world over in virtually every industry were forced to rethink their marketing strategies in order to stay afloat. The businesses which emerged successfully from the pandemic’s onset were able to do so largely from both their willingness and ability to adapt to the changes the pandemic caused in their consumer market.
While the pandemic’s end is now on the horizon, its impact remains, and part of this includes the ever-changing digital landscape of marketing. Brands that rely on past assumptions of data and outdated techniques or tools are setting themselves up for failure, but brands that focus on rapid testing and execution stand to learn more and see quicker success in today’s new and evolving digital marketing landscape.
Hyper-Focus On The UX/CX
As I stated before, the goal of any marketing campaign is a focus on the user’s or customer’s experience (UX/CX). This allows marketers to focus on delivering continuous, relevant, and high-quality content and messaging, and that consistent engagement with customers likewise allows marketers to improve the quality of their content, messaging, and product or service. Communication is vital to improving the UX/CX of your business, and that communication needs to be conducted in order to generate a high enough quantity and quality of feedback from customers as to how they personally experience your business and its brand.
Everything from your brand’s advertisements to the written copy content on your website and through to more dynamic offers come from open-ended customer feedback and interviews. By spending more time talking to customers and learning how they interact with your business and engage with your brand, you can more quickly get started on refining and improving that experience for your customers.
Stay Aligned With Goals
While your business’s marketing strategy is bound to have a list of goals tied to its deliverables, the overarching goal of the strategy is to generate more revenue for your business. As such, every sub-goal of your marketing strategy should be directly tied to the larger high-level goal of increasing the amount of revenue your business generates.
Any great marketing strategy allows your business’s smaller wins to compound on themselves. This is because the best marketing strategies tell you, your business, and your team what not to focus on just as it will tell you what to focus on. Many founders and C-Suite leaders tend to want to do as much marketing as possible, but this more often than not will dilute the messaging your brand needs to communicate to your customers through its engagement. Instead of trying to do a little bit of everything in your marketing, focus on one thing your business or brand does well that can be tied to the overarching goal of generating revenue. Then, shift this focus to a second thing your business does well, and so on until your goals are met.
