Do you feel as though your marketing campaigns are failing to hit the mark? Now may be the time to reinvigorate your promotional strategy by making a few important changes. Keep reading for three ideas that could help you to improve your marketing efforts.
- Narrow your focus
It’s natural to want to target as broad a consumer base as possible with your promotional campaigns. After all, it seems logical to think that the more people you reach out to, the more customers you stand to gain. In reality, though, trying to appeal to too many different people is a major marketing faux pas. This broad brush approach can make it difficult to achieve cut-through with any consumers.
Instead, it’s wiser to narrow your focus and create marketing campaigns that target specific groups of people. This means developing a clear understanding of the types of individuals who are likely to be the most receptive to your products or services and creating promotional campaigns that reach out specifically to them. Your first step should be to conduct plenty of market research. Once you have a clear idea of who it is you’re trying to attract, you’ll find it easier to get the tone and content of your marketing campaigns right and to identify the best channels to connect with people through.
- Reach out to people face-to-face
With so much emphasis on online marketing now, it’s easy to lose sight of the importance of more traditional advertising techniques such as face-to-face sales. As field marketing specialist Appco Group states in a blog post, this direct approach remains an effective way to get noticed. According to Appco, companies can benefit from an instant boost to their profiles if they take advantage of this technique. The organization suggests that people tend to connect more closely with businesses if they have a chance to interact with them personally.
For the best results, you’ll need to make sure that the people representing your company on the doorstep are friendly, engaging and have an in-depth knowledge of the products or services you offer. The brand ambassadors who represent Appco’s clients are a good example. They use an approach dubbed the Human CommercialTM, which centers on providing customers with the best possible experience and ensuring they are positively engaged with and informed about the products and services on offer. Rather than having Appco jobs directly, the brand ambassadors are self-employed and are contracted through independent marketing companies.
- Keep track of your ROI
Unless you have good systems in place to calculate the return on investment of your campaigns, you could be wasting your marketing budget on ineffective promotional strategies without even realizing it. So, if you’re worried that you may not be getting a healthy ROI, it’s important to look into ways of assessing this. This means keeping detailed records of sales levels and finding ways to measure the impact that specific promotional campaigns have on these figures.
Making an effort to measure your ROI will help you to identify areas where your money is being well spent and where it may be being squandered.