Your Business

Marketing strategies to boost your business

Marketing is essential to a successful business. Without communication with your target market, how can you expect them to purchase from you, let alone know you exist? When considering marketing your business, think carefully. It’s critical to formulate a plan, goals and strategies, all of which need to be complementary to your overall business plan.

Building brand awareness requires intimate knowledge of your business and its offering. What are you providing? How is it different? Why, in this saturated marketplace, should the consumer buy from you? Successful marketing should target these questions, answer them and exceed consumers’ expectations.

Marketing is creating brand experience

Ant Hampel, founder of brand and event management organisation ThinkCreative, says that the brand is central to all marketing activities. What are your brand’s values? How do you want the consumer to see your brand? What is the brand’s purpose? Marketing a brand, says Hampel, is all about providing an experience.  
Hampel shares his marketing tips:

Maintain a consistent marketing message

“Never lose site of the message that is intended to reach the audience. It is important that in every aspect of [marketing] that all the brand’s key elements are reflected,” says Hampel.

Your brand is unique. Your marketing should be too.

“Every brand is unique and therefore requires a customised and strategic communications plan to best reach its target. I see a lot of ‘scatter gun’ activity a lot of people applying the same result to different events. This delivers poor results and wastes money. Effective live brand communications requires planning and integration.”

Be creative with your marketing!

“Traditional advertising focuses on sight and sound, but most people’s emotive responses are generated by taste and smell. The benefit of a live event is that you can appeal to the senses and develop a real sense of brand loyalty.”

Marketing advice from an impartial adviser

So you know what you want to convey to the public, but how do you send that message? In what medium? What are the costs? And how do you integrate your marketing strategy into the overall business strategy. 

Lesley-Ann Grimoldby, managing director of Switzer Business Coaching, says strategy is key. Often it’s not about doing more work, but doing the right work, to get your business on track.

“Strategic work is the work you do to define what the business should be doing to move forward, to grow, to get to the place you have envisaged it. It is the planning work you do to get there,” she says. “Without strategic work, not only do you reduce your business’ potential for growth, you run the real risk of putting its life in jeopardy.”

A business coach can:

  • Offer marketing goals and measurables to achieve in the short and long-term and the strategies to fulfill them.
  • Advise how to reallocate funds to reinvest into a marketing campaign and ensure you stick to budget and reap maximum returns on the investment. 
  • Motivate to ensure your actions complement your marketing strategy and always help to achieve your goals.

Never doubt the benefits of an objective opinion. Being the business owner, you know the ins and outs of your brand. You created it, live it, breathe it. For a fresh perspective on your marketing strategies, employ a business coach or someone impartial from the business to evaluate your marketing.

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