Marketing success is dependent on establishing clear marketing objectives. Dr. Stephen R. Covey, the author of the book “7 Habits of Highly Succesful People,” is famous for this quote: “Begin with the end in mind.” It is remarkably simple . . . and surprisingly elusive. Whether you are starting a new business or you’re part of an established corporation, it’s all too easy to lose track of specific goals. So let’s discuss three common marketing objectives and which inbound marketing techniques are the best for achieving those goals.
Marketing Objectives #1: Break Into The Industry
You’ve got a new idea. You’re passionate and so is your team. You appreciate it’s going to be a long road, but you didn’t dive into this because you were shy in the face of challenge. The biggest problem you’re facing at this stage is: nobody has heard of you. Yet. Your marketing objective is to break in. Be noticed. Take root. There are several inbound marketing strategies to help you achieve your marketing goals:
Whitepapers have a certain R&D quality to them, in the right way. They immediately project a feeling of innovation and breaking new ground. They also carry a certain gravitas, an air of officiality that something like a newsletter can’t reproduce. Whitepapers are an excellent way to alert potential customers to the fact that you have a new idea, something that hasn’t been tried before.
An indispensable tool in the arsenal of any company, especially start-ups. They are less expensive and time-consuming to produce than the alternatives. They are flexible and can be made long or short as resources and customer desire demands. As a start-up, you’re still establishing your brand and tone. Blogs are the perfect way to dip in a little at a time and “feel out” your voice. You can see how potential customers respond and get valuable feedback that is easy to recover from if something goes awry.
Podcasts have an undeniable human element: a voice. A voice can cut through the digital noise and rise above graphics and text. Let’s face it; potential customers have been burned before by other sources. Emails that end up being scams. Cute graphics that hide ugly truths. Intriguing messages that turn out to be heartless bots. But one thing all those bad experiences have in common is they all obscure the human element. When you use a podcast, you put an actual human being on center stage. That adds an air of legitimacy that people can connect with. It’s also less resource-intensive to put together than a full blown video, which we’ll discuss in marketing objective number two.
People are searching for you right now. Twenty-four hours a day, they type away, braving the storm of information that is the internet. Reach out to them with SEO, Search Engine Optimization. While SEO can be a bit complex, at its core, its all about making it easier for people to find you. A high-quality SEO expert can do wonders for your ability get noticed, and Stemside knows plenty of people in the business for companies of any size. Contact us to find the perfect industry expert for your needs.
Marketing Objectives #2: Build Brand Loyalty
Once people start streaming into your door, you’d love nothing more than for them to make themselves at home. But will they? That’s a common complaint about outbound marketing strategies. Things like cold calls, direct mail and spamming an email list might bring someone in the door, but then they make a blisteringly fast exit. Why? Lots of reasons can apply, one of which is they were never your customer, to begin with. That’s the beauty of inbound marketing. It reaches out to people directly, focusing on their problems and how you can help them. As opposed to the crank-turning-numbers-game of outbound marketing strategies. And that is exactely how you achieve this marketing objective, building brand loyalty. By solving people’s problems.
Video Marketing is an excellent way to guide people, teach them, and add a strong human element they can’t get from a brochure when the video shows you or the face of your company. Videos provide an opportunity to do several things, all at once. You can show people you understand them and relate to them. Focus your intro on a brief, strong, clear explanation of what challenges they are facing and how it affects their lives. A lot of companies, even veterans, miss that second part. Once you’ve made that connection, you can proceed to use audio, video, text, graphics, diagrams, and more to deliver an easy-to-understand solution. Thus establishing yourself as helpful, sympathetic, and a knowledgeable expert.
Newsletters, Guides, and eBooks
Videos require a lot of time, effort, and often money to put together. While it’s a great option, it isn’t always a feasible one. Literature that educates gives people two of the things they crave most: solutions and information. They can also be digested on the customers own time in bits and pieces, while videos tend to be watched all at once. Informative literature lends itself to Call To Action buttons. People share valuable documents with their friends along with their compliments. Like a little army of supporters inspiring others to your cause.
Marketing Objectives #3: Increase Revenue
Ultimately, revenue keeps the doors open. It provides the means for growth so you can reach more customers and solve more problems. Increasing revenue is fueled by all the other marketing objectives we discussed so far. But by itself, “make more money” isn’t terribly specific. To increase revenue requires specific goals, timeframes, organization, and metrics. If you want to learn more about how to establish and achieve specific revenue objectives, contact Stemside today. Let us use our marketing expertise to guide you in the definition of your goals, and tap our extensive network of industry professionals to help you find the support you need to make them happen.