Simply S.M.A.R.T. Marketing Practices
Good marketing practices are an absolutely essential part of any growing organization. In fact, the ability to properly market your product or service is more important than the product or service itself. Even an inferior product or service can be a financial success if marketed correctly.
Regardless of the nature of your organization, the managing of the marketing function will demand more creativity and more astute judgment than any other single phase in your organization.
The end purpose of all the activity – e.g. inventory accumulation and production, donor emails, social media marketing, advertising – is the accomplishment of those exchange transactions called “sales” or “donations.”
A smart entrepreneur designs the firm’s organizational structure so as to give the marketing component it deserved prominence.
Below are some tips to increase the effectiveness of your marketing strategies. They come from our philosophy of Simply S.M.A.R.T. Marketing.
(1) Words That Activate
Before we discuss using words that activate, we must first understand who our audience is.
Understanding who your audience is, which common needs and goals they possess and the psychology of why they buy or donate are essential.
Once you understand your audience, through creating an audience profile you will then be able to use this information to optimize your marketing and website to “speak” to your market’s desires and give them what they want. This superior “Simply S.M.A.R.T. Market Message” makes your marketing and website generate more leads and conversions than your competition.
In a digital world, the words we use are still of the highest importance. They convey why someone should take their time and money and invest it in either your organization through donations or to purchase your product.
We have heard it time and time again that email marketing is dead. The truth is that email marketing still receives the highest R.O.I. when it comes to digital marketing practices.
Sending an email newsletter is a powerful way to stay in touch with your audience on a regular basis. By staying on their “radar,” the odds are that they will think of you first the next time they need a product or service you offer!
In fact, a quality newsletter is probably THE best audience retention tool available, and it costs very little to use. Plus, it can also be an effective Customer Acquisition Program if you use it correctly (through drip campaigns).
A newsletter is not a new concept; it is simply an informative letter mailed to subscribers via email or print. Of course, your newsletter must have useful content and information that is appreciated by your audience; otherwise, people will unsubscribe by the masses.
Part of our Simply S.M.A.R.T. Marketing strategy, we recommend that you send out an “informative letter” covering areas of interest to your subscribers including helpful articles and tips, news, free stuff and special offers on a monthly basis.
(3) FREE Content, Resources, & Tools
Providing free content, resources and interactive tools on your website to attract your audience is a great strategy for increasing your sales and leads.
Consider adding content, a discussion forum, audio and video files, or even helpful web-based tools for your visitors. These technologies can be used to engage your website visitors in real time and get them to take actions that lead to more conversions.
What resources or tools can you create to attract new visitors and to get your message across?
(4) Web Analytics
I believe it was John Wanamaker, famous retailer and inventor of the price tag and the department store once said, “I know that 50 percent of my advertising is wasted. I just don’t know which 50 percent.”
Fortunately, with tracking tools like Google Analytics and the Google AdWords conversion tracker, a quick glance will show you what is working and what isn’t.
This allows you to save money by eliminating wasted advertising and further optimize your website to produce more for your budget.
For example, check your Google Analytics account to identify which sites are sending you the best visitors and get more traffic from them by increasing your advertising with them.
Improve your website’s performance by optimizing the navigation and “conversion funnel” so visitors quickly and easily find the content, service, or product they want and buy it with the least amount of confusion and clicks as possible.
Testimonials are the digital version of “word of mouth” marketing. They can create credibility and a sense of security for your audience. Let’s face it, today’s consumers are skeptical. Can you blame them? With all the marketing hype, sales pitches, and interruptive marketing, people receive each day; we are all a bit jaded.
We must overcome our prospect’s natural skepticism and create a relationship of trust. One of the most powerful tools in your marketing arsenal is testimonials. It’s a way where you indirectly promote your product or service.
It’s one thing to toot your own horn. People expect you to sing praises about your products or services. Because of this, there is an inherent disbelief in any marketing message that comes from you. But when other people, who have nothing to gain from your success, say good things about your products or services, your credibility and trust shoot skyward.
Providing third-party testimonials do just that and should be a part of your marketing message.
We just provided a quick overview of few tips that you can put into practice today that will help you standout online. The Aspire Group helps non-profits and small businesses in the Anderson, Muncie, and Marion area.
Below is a recap of the 4 tips and bonus tip:
- Words That Activate
- FREE Content, Resources, & Tools
- Web Analytics
- Bonus Tip