Make Your Marketing Stand Out In A Crowd
We are inundated with marketing messages every day. Some estimates have that at as many as 5,000, though it’s more likely we see between 400-700. Regardless of the number, marketing is everywhere we look and it’s a tall task to just get customers to pay attention to you, much less get your message to take root in their brain. How can you break through all that clutter? As the answer so often is, go back to the basics.
- Determine What Really Makes You Different – Everyone has “quality products and great service” these days. What makes your brand unique? Do you serve a specific niche? Do you have a different approach to a specific problem or technology? Define what truly separates you from the pack and make it a focal point of your marketing.
- Find the Right Positioning – How is your competition positioned? How are they differentiating? Knowing this, you can position yourself accordingly. If your competition is focusing on price, for example, you might focus on features. If they are using email and web marketing, maybe you should use print.
- Targeted Messaging – Understanding your customers is just as important, if not more so, as understanding your competition. Different groups of people will respond to the same message in different ways, so make sure the message you are sending is sent in a way that resonates with each of them.
- Use Your Channels Wisely – Personalization includes channel preferences. Know which channels your customers are most likely to respond to. Some people prefer to click a link in a personalized email. Others prefer a phone number on a direct mail piece. Others prefer social media advertising. Capitalize on these channel preferences to further personalize the experience.
- Layer Up – Great marketing is never about a single channel. Effective marketing coordinates multiple channels to touch customers in different ways at different times. Use inbound marketing techniques to get people to fill out an online survey, then follow up with a personalized mailer or brochure. Or send a postcard, then follow up with an email to boost response.
Breaking through the clutter doesn’t have to be complicated. Use these five basics of great marketing to get your message seen and heard!