Most business owners are under constant pressure to manage various social media accounts, email sequences, public relations activities, and so on. It’s enough to give anyone a headache — and a sense of directionlessness.
Though some may claim that appearing in various locations will help you reach as many people as possible, this should not be your ultimate goal. It is important to contact the proper people — not all people — in order to grow and improve brand recognition.
If you’re not sure where to begin? Select only one tactic at a time. Doing one thing really well is far more strategic than doing a number of things mediocrely.
Begin with your business objectives.
Your is the essential word here. We are much too often consumed by what others do. This brand is on TikTok, has a podcast, and has a plethora of influencers. The issue is that none of those businesses share your mission, audience, or objectives. So developing your marketing strategy on their approach is doomed to fail.
First, determine your ultimate goal. Then, consider what strategy will help you get there. Even if they sell the same products, all businesses are at distinct locations. “They do it, so we should too” isn’t the way to go. Instead, be selfish, put your brand first, and get clear on your goals before moving forward.
Different stages of business, different goals. If you’re unsure which tactic to focus on, establishing your goals will point you in the right direction.
Startups and early-stage businesses
Consider going into public relations methods if you have a place to send people, such as a website. PR enables new businesses to expand in two ways: broadly and deeply. You may reach as many people as possible by offering knowledge into your audience or business. You may even go deeper by providing a tactical approach to the target audience or sector.
Many entrepreneurs believe that social media should be their major (and initial) concern, however there are easier ways to develop quickly. These networks may take longer to establish, however displaying your skills through various PR activities will help you gain reputation while providing social evidence for your website.
Established businesses seeking new clientele
Assume you’re a well-established company with a small number of loyal consumers that want to grow and reach out to new individuals. If you want to attract new clients, you must first meet them where they are. LinkedIn is your best bet if you want to reach out to a variety of professionals. TikTok, on the other hand, is a better use of your time if your audience is more focused on Generation Z.
You do not have to be present on every platform. You just need to devote time to one, or two (if you have the resources) channels that your ideal clients frequent. Then, once you’ve mastered your channel(s), consider branching out to others.
Established businesses seeking referrals and repeat business
There is strength in remembering your current consumer base. Loyalty programs are one marketing approach to focus on if you want more recommendations and repeat business. If the picture of a well-used pochard comes to mind, remember that there are numerous alternative shapes a loyalty program might take. Discounts for first-time customers, referral benefits, and spending points, to mention a few. Consider offering an incentive or discount to your present clients to entice them to stay and share the riches with others.
Traditional punch cards can be used by brick-and-mortar businesses, while digital firms can offer a specified percentage off to individuals who suggest their business to someone who becomes a real customer. PR and social media receive all the attention, but internal-focused techniques can make a huge difference in the long run. A sale should not be the end of the customer experience. Remember to take care of those that helped your company succeed in the first place.
One strategy at a time
Marketing is a strange beast, one that causes a lot of analysis paralysis (when we do nothing because the quantity of possibilities is so overwhelming). Fortunately, concentrating on one technique at a time allows us to zero in on our objectives and deploy our resources accordingly. So consider your requirements, gather your audience, and select the technique that will help you move the needle ahead.