The easiest way to know what to focus your marketing on.
The best way to set a strategy or goals is by using a customer lifecycle perspective;
Where on the customer journey process can you have the biggest impact?
Let’s check out the 5 stages of the cycle and what it may mean for your business:
- BRAND OR PRODUCT AWARENESS
Do you need to make more people aware of your business, or is your product or service so new, that you need to build awareness that your product or service exists? - CREATE DESIRE
You needed to help the market learn more and WANT what you’re selling. Your goal is to create desire for your product. - THEY’RE RESEARCHING YOUR PRODUCT BUT YOU’RE NOT PART OF THEIR CONSIDERATION.
People have been researching your products, or products like yours, but they’re not purchasing or getting in touch. - THERE’S PURCHASE FRICTION.
Do you need to convert more sales from strong leads? More basket conversion, more proposal acceptances. Do you know your brand perception, pricing, or positioning? - NO REVIEWS OR REPURCHASE
Or finally – maybe people were purchasing or using your service, and now you need to increase returning customers, reviews, and word of mouth.
Now that you can pinpoint the goal, can you see where you need to start? Here’s a really simple version – what is your business problem?
- No one knows me
- No one visits my website
- No one calls me
- No one buys anything
- No one talks about me
- No one recommends me
Which of the above problems are you mostly trying to solve?
These could translate into goals for the next month, 3 months or year:
1. Position the brand correctly. Review the brand – is there a disconnect, what is the perception? Does perception = price point?
2. Bring the right people to the brand. Review the audiences that you are driving to the website. Are they actually the right people? Are your meta descriptions for SEO correct; who are you targeting in your advertising?
3. Key messages to be on point. Trial different messaging using alternative advertising and different landing pages on your website.
4. Smooth purchase process. Use a mystery shopper and watch how they purchase. Where are the barriers / friction points. Listen to how the phone is being answered, are you on brand both on and offline.
If you’d like some personalised assistance, we run online 1-1 marketing goal-setting sessions, providing you with a quick-fire way of seeing where your business is at, and what you should be focusing on, click here to contact us.