Marketers are forever coming up with novel ways to sell more products or attract new customers, but it’s easy to forget the basic principles that every campaign should focus on at its core. Let’s have a look at these now.
Choose your market or niche
It sounds obvious, but often business owners are so enthusiastic about what they’re offering that they assume it will appeal to everyone. But unless you’re drawing from a bottomless pit of money, you can’t afford to tailor your campaigns to every demographic going. And frankly, you don’t need to.
For many businesses, targeting a niche in the market is more effective and easier on the budget. To do this, think hard about the type of people who actually need your product or service. Pitch your campaigns to appeal to this specific demographic, and you’re more likely to generate better returns.
Focus on fulfilling a need
Say your niche audience is busy working mums struggling to balance all their responsibilities. How does your product or service help them overcome their biggest fears or the practical problems they face every day? Once you’ve established the pain point, draw your audience’s attention to it and show them the solution.
Of course, priorities change over time, so you should constantly research trends in customer behaviour to help you redevelop your offering and remarket accordingly.
Go where your audience is
Now you know your audience like the back of your hand, focus on the distribution channels they’re most likely to interact with. For example, younger folk spend much more time on TikTok and Instagram than older generations, who may still prefer browsing a magazine or brochure over whipping out a phone.
Likewise, a keen home cook or baker might spend more time reading long-form blog posts and watching demonstration videos on YouTube than scrolling Facebook. The only way to know for sure is by doing your homework and monitoring the data.
Choose and schedule content with care
Once you’ve decided how to reach your audience, it’s time to create content that means something to them. Before you hit publish, though, consider how each piece fits into your overall marketing plan, its relevance, and the value it provides. Aim for quality and a predictable schedule that doesn’t overwhelm your audience.
Create a plan – and review it regularly
Even the best-laid plans need the occasional tweaking, so it’s essential to hold onto all the data generated by your marketing efforts – whether they were successful or not. By regularly examining the figures, you’ll start to identify important trends and insights that will help you progress your business in the future.
After assessing the data, use it to create a refreshed content marketing strategy you can share with your team so everyone is on the same page.
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