Every organization understands the need for effective marketing practices as a part of the overall process of selling products or services.
Usually that's where the similarities end though, as there are many marketing strategies that can be applicable to specific industries or business lines.
However, these general guidelines will make your marketing efforts more sustainable, cost-effective and trackable.
Think of yelling versus whispering or pushing and pulling. To determine what method your organization is currently using, take a look at your emails. Do they read like a personal conversation, or a scripted and calculated order of text and calls to action? Also, are they sent to a massive list, or a targeted set of potential suspects who could turn into prospects and then customers?
By taking steps to focus your time and attention on the prospects who would most likely convert into new business instead of trying to force everyone to see your messaging, you will see higher close rates. That also means you need to understand your target audience that is much more likely to be effective since you're no longer chasing huge groups.
See how Inbound Marketing can benefit your organization immediately.
UNDERSTAND WHAT WORKS.
Shortening the process of understanding what works and what doesn't, is the outcome of every successful marketing campaign. Sending out an email blast? Change the headline on the last few emails sent and compare open rates. Spend a little bit more on a PPC Ad to run during off-hours and look at CPC data and so on.
By collecting and using the information gained from this practice, trends begin to emerge on engagement effectively giving your organization a head start on new marketing efforts to specific targets.
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Scheduling social media posts at the same time every day? Using the identical ad copy from three years ago still? Change. It. Up. The most forward-thinking organizations adapt their marketing up to the minute in many instances. Boring content, messaging, and results only became that way because someone somewhere decided that it wasn't broke, so why fix it.
There is a caveat here, and while disruption has become somewhat of a buzzword, it should never come at the cost of going against the core values of your organization. This can be a fine line, especially when social media, and advertising platforms are used for distribution.
Check out our recommendations for proper marketing disruption.
Yes, you have a marketing budget, and whatever size it is or isn't is irrelevant. Why? By adopting the previous methods shown above, you should know your audience and their habits intimately. This means a laser focus on spending your marketing dollars in a way that provides maximum value as opposed to past approaches. Keep in mind though, that conversion activities are never static, and your audience is a moving target.
One of the benefits of knowing your audience as well is more predictability in marketing spend over time, which when these tenants are fully embraced will show for your organization.