Marketing. It’s one of those big, nebulous concepts that can easily overwhelm many business owners. Between print marketing (flyers, brochures, etc.), direct marketing (emails, mailed coupons), digital marketing (social media), guerilla marketing (basically any stunt or display you’ve ever seen go viral), it can feel like marketing is a many-armed monster — and too often, you find yourself struggling to keep each arm in check.
But we’ll let you in on a little secret: marketing isn’t a monster. It’s a machine that works for you! Each of the different marketing methods can work in conjunction with one another, turning your marketing efforts into a thriving machine that converts prospective patrons into satisfied customers.
Of course, like most machines, your marketing effort will only work if you build it correctly. You must design your marketing machine so that it moves your audience through the sales funnel easily and automatically — and we’re here to show you how.
Plan Your Marketing Machine
First things first: if you’re going to have a successful marketing machine, you’ll need to do some careful planning. Start by taking a long, hard look at your target market. How old are they? What is their average income? What are their interests? This information will shape the way you set up your marketing.
For example, let’s say that you want to market to millennials. This group of 25- to 40-year-olds are notoriously skeptical and distrustful of ads, but that doesn’t mean they’re invulnerable to your marketing. In fact, a 2019 Forbes article revealed two key facts about this demographic: they check their phones an average of 150 times a day, and an incredible 97% of them use online reviews to inform their purchasing decisions.
So, how do you market to this audience? Firstly, focus the vast majority of your efforts on digital marketing via social media ads (and a thriving social media presence) and content for your website, like blogs. Secondly, highlight your customer testimonials! Make sure they’re prominent on your home page, use quotes from happy customers in your ads, encourage your customers to leave reviews whenever possible. This kind of targeting marketing will do wonders for your business, but it’s only possible with careful planning.
Once you know who you’re trying to market to, it’s time to start generating those leads. For those who don’t know (or those who need a quick refresher), a “lead” in marketing and sales is a contact with a potential customer. It could be a PPC ad, a sponsored post on Instagram, or even a direct mailer announcing an upcoming sale.
Generating leads is like pulling the cord on your lawnmower — it’s the first big step that gets the machine running. And just as you need a strong pull to get your lawnmower started, you need some strong leads to rev up that marketing machine.
Make sure your copy is strong and engaging (and if you’re doing digital marketing, keyword-focused). Remember to tailor your leads to your target audience; in our millennial example above, you would want to focus more on digital leads than print, TV, or radio. And most importantly, monitor those leads to see how they perform.
Capture Those Leads
Let’s say that you’ve posted an ad on Instagram, and the analytics are great. It’s getting tons of likes and loads of positive engagement from users. Congratulations! Your lead here is paying off, and your brand is making an impression on thousands.
You may have the most interesting, engaging, and attractive leads in your industry — but they won’t be effective if you don’t have a way to “capture” the clients. For example, your successful Instagram post will connect potential customers to your company page; make sure there is a link to your website so users can connect with you there.
Ideally, all your leads should help move customers from wherever they are (a social media site, their email inbox, sitting at home watching TV) to wherever you are (your website or your physical store). Make that process easier by lighting a path for the customers to follow.
Try out Lead Magnets
Just like in all relationships, sometimes potential customers aren’t ready to commit. They liked your Instagram and Facebook — maybe even gave you a follow — and they’ve visited your website or store, but they’re not yet grabbing their wallet to make a purchase or hire your services.
Don’t get discouraged. Instead, get their attention with a lead magnet.
A “lead magnet” is a free item or service that lets your potential customer dip their toe in the waters of doing business with you. This can be a free download (an ebook, white paper, audio, or video file), a free sample, or a free consultation with someone from your team.
Lead magnets do two things for your business. Firstly they allow you the chance to really sell your products or services, giving you a chance to impress the customer and make him or her more interested in a purchase. Secondly, they give the customer a unique and personalized experience with your brand, which helps you stick in their mind long after the encounter is over.
Perfect the UX
What makes a potential customer — particularly one who searched for and visited your business — decide not to close the deal and make a purchase? Of course, there are several possible reasons: they didn’t find the product or service they wanted, the available options were outside their budget, or they were simply browsing during that visit.
You may not be able to control these variables, but there is one thing that will turn customers away from your business that you absolutely can control: the UX or user experience.
Nielsen Norman Group defines UX as “all aspects of the interaction between the end-user with the company.” This includes:
- Your website (Does it load fast? Is it easy to navigate?)
- Your store layout, both physical and online (Is it attractive?)
- Your customer service (Is your team helpful? Knowledgeable? Friendly?)
Your company’s UX must be the best it can be if you want to retain your customers and attract new ones.
Market Smart with The Right Tools
Like most machines, your marketing machine will require some extra tools to keep it running in peak condition. In this case, those tools can help you automate some of the elements of your marketing strategy, giving you more time to focus on other aspects of your business. Don’t let your marketing machine go without these!
Mailchimp is a great tool for your email marketing. You can send out newsletters, schedule social ads, and even create printed postcards for direct mailing campaigns. Their email templates make it easy to design professional-looking digital and physical materials, and their analytics help you monitor exactly which campaigns are working for your business.
Mailchimp can also help you effectively manage your customer mailing list. The service keeps your email lists up-to-date and well-maintained, so you can be certain that your customers get the important information you want to share. This tool will make a huge difference in your email marketing.
Like Mailchimp, HubSpot also helps your business manage email and social media marketing. However, this tool also helps you manage your customer relationships by monitoring every aspect of the marketing funnel. HubSpot gives you visibility over social media, email, your company website, and much more, so you can see precisely where you’re gaining (or losing) your customers.
Finally, let’s talk a bit more about that UX — specifically, the experience of visiting your website. Your company website needs to be clean, readable, and informative, as well as in line with your brand identity. The creative side of this process is great for most business owners, but putting it into practice can feel like a battle with your web server and coding language.
However, building a website doesn’t have to be a technical challenge. Web page builders like Elementor make it easy to design beautiful websites. Their drag-and-drop system allows you to easily build, update, and adjust your web pages — and best of all, you can see exactly what your users will see as you build.
Get Started Today
Whether you’re a small startup, a B2B business, or a retail giant, you will need effective marketing to make your business a success. The marketing machine is big, we’ll admit it — but like all machines, it’s completely manageable once you take the time to learn.
Once you understand how the marketing machine works, you’ll be able to make it work for you in amazing ways, driving customers through the marketing funnel until you’ve closed deal after deal.
And, of course, a huge part of your marketing strategy is your website design. At Emento, we can create a beautiful website just for your business (made in Elementor for easy updating and maintenance). To learn more about how we can help power your marketing machine, contact us today.