Business owners often have a lot of things that they want to achieve from their marketing. These include reaching a wider audience, gaining a positive reputation and of course, increasing profitability. However, when there are so many options, from social media marketing to traditional print media, it can be challenging to know which option is right for your business.
Your specific marketing strategy depends on your target audience, budget and location, amongst other factors. To increase your profits, your marketing strategy will often have to adapt. For example, Lidl invested millions into their digital marketing strategy, only to find this wasn’t delivering them a high ROI, as their consumers only shop in-store.
Here at VerriBerri, an Essex marketing agency, we help businesses to find the right marketing strategy for them. Here are our top tips:
It’s important to remember that what’s working for one businesses might not work for you. Lidl invested so heavily in digital media because they saw that people were shopping online, but as Lidl itself doesn’t offer an online shopping service, creating adverts for phones and apps didn’t actually drive more sales. Instead, investing more money in print and in-store marketing proved to be more beneficial.
Investigate how spend is generating money back into your businesses. It can be tempting to think that spending a lot of money on a big marketing campaign will automatically bring money back into your business. However, if that strategy isn’t appropriate to your brand, then it won’t. For example, if you get a lot of engagement on social media, then concentrating on social media marketing and appealing to your audience can be better than a pricey campaign.
Consider your target audience. If you know that most people hear about your brand on one particular social media platform, then concentrate your efforts there. If you know what kind of publication your audience read, then contact the appropriate journalists to publish your industry specific knowledge. One demographic might hear about your brand online and another might be more likely to read about it elsewhere. Knowing about these variations will help you to tailor your marketing strategy to appeal to as many people as possible.
If you’d like to know how VerriBerri’s Essex marketing team can help your business find the right marketing strategy, get in touch today on 01376 386850