With so many marketing tactics coming across the wire on a daily basis, it can be difficult to know which one to employ and which one is most effective for you and your business. Social media requires you to be attentive, consistent and cultivate relationships. Marketing is the same.
Sometimes your audience needs to be educated about your product or service so that they have a better understanding of why they may need or want what you’re offering. Marketing for awareness and education can reduce misunderstandings about your product or service. If you have a complicated process, technical product or detailed service, educating your site visitors or tailoring your marketing message to educate your audience can be extremely effectual. If they don’t understand what you are offering, they can’t purchase your product or service.
An educational marketing message can also be used as a way of introducing your business to your audience. Think of it as an infomercial; a means of letting people know you are open for business or available. You can share accolades or milestones as well.
If the purpose of your marketing is to gain subscribers and build your list, your message needs to be intriguing enough for them to want more. It’s not enough to sign up for the usual newsletter. What do you have to offer them of value over a period of time? What do you have of value that would entice them to take advantage of it immediately?
Many of the marketing tactics today are geared toward increasing your mailing list. Build your list. Grow your list. Double your list. The real question is, “What do you do with the list?” You generate a healthy list of subscribers, but are you effectively leveraging your list? When you are marketing for subscribers, it is a two-part plan. The first part is getting permission to communicate with the subscriber. The second part is EFFECTIVELY communicating with the subscriber. Marketing for subscribers means you not only want to increase the number of people who want you to communicate with them, but you want to communicate with them effectively and consistently. How will you transition your communication from “subscriber” to “buyer” or “awareness/education?”
If the purpose of your marketing is to increase sales, your message needs to speak to the benefits that come with purchasing your product or service. Move the needle by marketing for value, not volume. Benefits speak louder than features. Why should they purchase your product or service over your competitors? Is there a sale? Is it a premium product? Is there limited quantity? Is it new? Is it improved? Speak to your markets emotions, rationale or need. Think about what engages your attention when YOU make a purchase. Your clients may be considering and thinking upon the same thing(s).
At the end of the day it’s about clicks and carts. Call to Actions should coincide with your marketing message. If your marketing message is educational, your Call to Action should encourage them to seek more. If your marketing message is to gain subscribers, your Call to Action should encourage them to sign up. If your marketing message is to close more sales, your Call to Action to encourage them to buy.
What is the purpose of your marketing? Get real clear about it, speak to it and encourage your marketing to take the appropriate action.
WANT TO RE-POST THIS ARTICLE ON YOUR BLOG OR USE THIS ARTICLE IN YOUR BLOG, NEWSLETTER OR WEBSITE?
You may, as long as you include this complete blurb with it:
Simplicity expert and Micro Business Therapist™ A.Michelle Blakeley is one of Forbes 30 Women Entrepreneurs to Follow on Twitter and the curator of the online magazine, Micro Business Therapy. She is the source for understanding and knowing how to align your purpose, principles and priorities with simple practices. She masterfully delivers the right information with step-by-step guidance. She believes what’s good for you, is good for your business. Minding the gap between your personal and professional life™