In today’s highly competitive digital marketing landscape, businesses need to have a marketing strategy that evolves and progresses constantly. You want your marketing campaigns to meet your goals and be successful in the long run. For this to work, your marketing efforts need to be purposeful.
A good marketing plan will reduce your costs over time, help you nail customer experience, and turn leads into sales effectively. Here are five tactics you can use to improve your marketing campaigns this year.
1. Make use of customer reviews.
Not many people know the correlation between customer experience (CX) strategy and reviews. A good CX strategy and marketing campaign will make solid use of customer reviews because this is your chance to incorporate feedback and insight directly into your game plan.
Encourage customers to share their feedback in the form of reviews, especially from those you know had a positive experience interacting with you. People love to share their opinion, and anything they share about you on the internet is automatically free marketing for your brand. Feature your most glowing reviews where other customers can see them. It can be on your website, social media, and your Google pages. You can even incorporate them into your email marketing strategy.
2. Offer personalized content
When you formulate your marketing campaign, be mindful not to make it too broad. Yes, it will reach people at different stages of their buyer journey, but it shouldn’t reach multiple demographics. For example, if most of your customer base is made up of older couples and families between the ages of 35-50, there’s no point in channeling a marketing campaign on TikTok that mainly Gen Z will see.
Similarly, offering personalized content across your marketing channels will make it more likely for customers to relate to you. Use their name when communicating with them, offer them a gift on their birthday and message them on their shopping anniversary with you. This shows that you care about their journey.
Tailor each marketing campaign appropriately for your audience. Some may need OOH billboards, and some can be done only digitally. Some need radio spots, and some can be done solely through social media.
3. Prioritize customer retention over acquisition
It can cost you six times more to win over a new customer than retain an existing customer. This is why it is more lucrative to channel your marketing efforts on your current customer base instead of grabbing the attention of new ones. New customers who catch your bait in this process will be a bonus!
Your existing customer will already be familiar with your products and services. Please treat them with respect and give them content that they feel is additional to what they’re already paying for. A loyalty program or rewards scheme will make them feel special and encourage them to be loyal to your business. Keep them informed about new product launches and updates about your business, so they feel involved and emotionally invested.
4. Keep track of what’s working.
Numbers and results play an extremely important part in your marketing campaign. Set a time frame for each marketing campaign, you plan, with clear KPIs and goals to measure. Each campaign must have a start and end date that needs to be monitored. Even if a campaign does not perform according to your expectations, use it as a learning opportunity to understand what went wrong and where you can improve for next time.
Data can change over time, so if a marketing campaign didn’t work over the summer, try it again over the festive season and compare results. Look at A/B testing your email marketing and social media throughout your product’s lifecycle.
5. Collaborate with others
Almost 90% of marketers find that the ROI they receive from influencer marketing is just as good or better than other marketing channels. Partner with influencers, brands, and content creators who share the same values as your brand and whose success you can leverage off. If you establish the right partnership, it can be a win-win collaboration for both sides.
Many businesses partner with other brands or influencers to get more reach, gain traction with their target audience, and expand their content strategy.
The bottom line
These five ways of improving your marketing campaigns are important to know but not the only ones you can use. Try and make use of two or three at a time to see which ones work best for your business and which offer the most valuable return on investment for your goals. Stay on top of trends and news in your industry –especially digital trends – to learn new ways of improving your marketing campaigns. It takes time to see results, but they’ll be worth it in the long run.