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For your company to grow you must create new customer relationships and build on the ones you already have. Creative design and marketing when done well, means you’ll have a comprehensive plan that can communicate your unique selling points and value-adds, in a way that your audience will understand and appreciate. You should be aiming to achieve greater loyalty from customers; greater awareness amongst those working in your sector; and to attract and retain the best employees. Every type and size of business benefits from the increase in sales and bigger brand awareness.
If you don’t market your offerings, you can’t expect customers to know about them. Making progress without marketing is extremely difficult, if not impossible. Marketing is an umbrella term that covers every aspect of how you will promote your business and service. Successful marketing covers both online and offline methods, and includes direct sales, advertising, and PR. It is often the case that the simplest approach works best. Straight forward communication about the benefits of your products, services, and company work well time and again.
You will make more sales
Customers can only buy from you if they know you exist. Depending on the channels you chose and the scale of your campaign, real results can be seen in days or sometimes just a few hours. Digital channels are particularly suited for this, with a comparatively wide reach and low entry cost. By using some of the most powerful tools available, you can start to track and analyse prospective customers and learn how and why they transition through the sales funnel. Continually optimising your online content plays a part here, with additional sales possible for each iteration.
You will increase your brand awareness
Raising brand awareness means that you live in the mind of your prospective customers over a longer time period. There are sectors where an ad or email converts to an instant sale. For many businesses though the sales process is a little more protracted. Your best customer may see your messaging several times before deciding to commit to an enquiry. By building a brand you increase your potential for conversion over time. Great branding separates you from the crowd.
You’ll get to know your customer
You need the right customers at the right time. Marketing makes it easier for customers to find you. The more you learn about the people that are responding to your marketing, the more you can begin to tailor your campaign and offering to maximise your potential.
You will build trust amongst your customers
Being known and trusted makes is more likely that someone will eventually chose you over your competitor. Building trust takes time. It takes continual exposure to the brand and company to form positive and lasting opinions. The earlier you start this process the better. Your audience will have had longer to get to know you, and start to trust what you are telling them. You want to be seen as reliable, honest, and trustworthy.
You will create a social asset
Creating a trusted brand means that new products and services you might want to sell in the future are more likely to succeed. Why? Because much of the leg work will have already been done before your new campaign goes out. Overtime you will build a contact list and network that support the wider goals of the company. This means that every time you invest in marketing, you are investing in the long-term viability of the business.
You’ll get to know your competition
In the earliest days of establishing your business the decisions in front of you can be daunting. There is a long and indistinguishable list of options and challenges. Marketing cuts through the noise, and helps you focus in on what your core competition is doing and how you can position yourself in the marketplace. You will be able to learn more about your customers, faster, and adapt the changes in the industry. You need to know why customers are choosing one supplier over another. You can only do this by reaching out to them, directly or indirectly, and analysing the facts.
You will understand your business better
Whatever product or service you are marketing, one of the key metrics to get a handle on is the cost of acquisition (how much does it take to get each new customer). Being able to analyse and identify the input costs vs. profitability is essential for building a successful business. The newer forms of digital marketing are very well suited to this, with plenty of associated data related to each campaign. If you spend time making use of the data, you will begin to get a more fundamental understanding of your business model and appropriateness of your growth strategy. It is not unusual for price and product features to be adapted following a marketing campaign. Do you need to go up-market? Do you need to offer a wider range? Do you need to simplify? They are the sorts of questions that you’ll start to get to the bottom of.
The end game is to get customers to come to you. This is no easy task and requires sustained commitment and investment on your part. Your aim is to make every customer recognise you as the trusted supplier in the sector and want to come back to you time and again.