When you employ good marketing tactics, directed by a solid strategy, you will make more sales.
Without a doubt, every business should have some type of marketing strategy that will work to connect with a target audience at the right place and right time, and what better place to connect with your audience than the Internet.
The opportunity has never been greater to get visibility and exposure for your brand in the online world. Now, more than any other time since the advent of the Internet, do business owners have access to an ever-growing global marketplace. It’s never been easier to go on a virtual world tour to showcase your brand and get connected to new audiences through virtual networking events, webinars, online conferences and the like.
Two Marketing Approaches
The challenge is that many business owners take a ‘tactics before strategy’ approach to their marketing, which leads to a shotgun approach (or mass marketing approach) targeting a broad, dissimilar audience with a variety of marketing activities and a generic message with generic appeal doesn’t have very good results. Mainly because the message is too broad and a huge marketing budget is required to reach enough of the right people who resonate with your product or service. This approach is untenable for many small businesses.
As an alternative, the rifle approach to marketing means that organizations segment their audience into specific, similar groups and make efficient use of their marketing resources in order to achieve a specific objective. This is also known as the one-to-one approach, in which the different wants and needs of each audience are taken into consideration, and the marketing message caters to the needs of the customer at an individual level. The rifle approach takes a more personalized perspective and generates more loyal customers in the long term while making good use of limited organizational resources.
The reality is that most business owners have too many marketing options to choose from and not enough time or expertise to implement them, and as a result, their sales suffer.
The Internet is an amazing marketplace. It can absolutely magnify, amplify, and connect you to a wider audience, and enable your brand to be seen – when done right.
But, when not done with a solid strategy, it can have the opposite effect and send you into a vacuum of non-existence. There is little to no forgiveness on the Internet. And that’s why we have to keep reinventing, redoing and recreating new content regularly. This becomes exhausting and inefficient for the business owner and becomes outright confusing to the audience. All too often the content that is being shared online is too generic, too promotional, and too inconsistent.
A confused person doesn’t buy.
Qualified buyers need clear, consistent, and credible content that attracts them, piques their interest, creates desire, and motivates them to take action.
Consumer Buying Model
Consumer buying models are followed regardless of your product or service, how long you’ve been in business, where you are located, or whether you are in the B2B or B2C space.
It’s a proven process that all consumers go through.
One such model is called AIDA, which is an acronym for Attraction, Interest, Desire, Action.
This is a blueprint that marketers use to help consumers pass through the purchasing funnel. It shows the stages that an individual goes through during the process of purchasing a product.
This is a process used to build sales momentum. Sales momentum gives your brand the opportunity to grow and prosper. You will add more customers, leads, expand your influence and convert more sales by mapping the appropriate marketing activity to each stage of the AIDA buying model.
It’s important to take the time to plan out your strategy, so you can be intentional with implementing the marketing and sales process, in order to get traction with your marketing and make more sales.
To learn more about how to customize the AIDA model for your business to easily build your brand and move your business into sales momentum, contact me and I’ll show you.