As a business owner in the construction, staircases, or glass manufacturing industry, you may be facing a number of challenges when it comes to your marketing efforts. Limited budgets, difficulty in reaching target audiences, difficulty in measuring the effectiveness of marketing efforts, and difficulty in coordinating and managing multiple marketing efforts can all be major pain points.
However, there are solutions that can help you overcome these challenges and achieve some of your marketing goals. Here are a few strategies to consider:
Define your target audience: One of the biggest challenges businesses face is reaching the right people (whether via google or facebook ads). By clearly defining your target audience, you can create messaging and campaigns that will resonate with them. This can be done by creating buyer personas, researching your audience’s demographics and psychographics, and understanding their needs and pain points. Once you set the above, it will be much easier to set out-competing targeting criteria in your advertising platform. If you are not sure what to include in your modern buyer personas, have a look at this article:
Set measurable goals: It's difficult to measure the effectiveness of marketing efforts if you don't have clear goals in place. Set specific, measurable goals for your marketing campaigns, and track your progress towards achieving them. This will allow you to see what's working and what's not, and make necessary adjustments. Obviously, the end goal is to earn money, however, try to notice how many steps are your customers going through before actually making a payment. If you are still unsure what I mean, let's take a look at the following example; in an eCommerce business, you look for any kind of proof of purchase intention. Usually, it is people adding products to carts, entering payment data, spending a long time on the website browsing products et cetera. Try to reproduce the following journey of customers in your business. Based on customers’ valuable actions, you will be able to define what went well/wrong in your last marketing campaign.
Utilize data: Use data analytics to track the success of your campaigns and make data-driven decisions. This will help you optimize your efforts and make the most of your budget. By tracking the return on investment (ROI) of your marketing campaigns you can see which strategies are the most effective and allocate more budget to them. This is not as easy as it sounds. Your sales team is probably using CRM (examples: Capsule CRM, Salesforce, Monday, Infusionsoft, ZohoCRM etc.). Make sure to connect your CRM to Google and Facebook ads. If you clearly define what makes better customers in your CRM, your campaigns are highly likely to start performing better over a long period of time. The reason for that is simple. Each person in your CRM is a box with plenty of data. Advertising platforms listed above will try to identify that person based on their personal data (email, name, phone number etc). Once advertising platforms match your data with customers' online profiles, they have plenty of data points to learn what makes ideal customers for you.
Prioritize and simplify: With limited resources, it's important to prioritize your marketing efforts and focus on the strategies that will have the greatest impact. Simplifying your efforts and streamlining your campaigns can also help you manage them more effectively. You are probably not ready to start with the big budgets, so don't try to achieve sales straight away, simply pick an easier objective. Learn the platform and try to launch a micro campaign that will generate you followers, or website visits. For Facebook ads, make sure to use business manager, and never use the “Boost post” option or in-built publishing tools. You can find the business manager login here: https://business.facebook.com/
If you are unsure of how to proceed, feel free to get in touch with me and I will guide you free of charge.
Leverage low-cost marketing methods: There are many low-cost marketing methods that can be effective for reaching your target audience, such as social media marketing, email marketing, and content marketing. These methods allow you to reach a large audience at a fraction of the cost of traditional marketing methods. Sending mailshots is one of the most cost efficient ways to generate B2B sales. If you have no mailing list yet, feel free to buy one (legally) on Experian B2B prospector. You can even buy international list. You can predefine what types of businesses interest you and such details as their estimated revenue, size etc. It is worth checking out, especially if you rely on B2B sales.
Leverage referral marketing: Encourage your satisfied customers to refer their business partners, friends and family to your company. This can be a highly effective way to reach new customers without spending a lot of money on advertising. It is impossible to develop a way that would be equally good for all types of businesses, however, think about what value could you give to the customer to get a review in return. Even a simple checkback call to a happy customer 1 month after purchase might get you a positive review on google or Facebook.
By taking these steps, you can improve your chances of success with your marketing efforts and achieve your goals. Remember, it's important to be flexible and be willing to adjust your strategy as needed based on the results you see. A marketing freelancer can help you with all the above steps, but it's also important to understand the steps you can take on your own to improve your marketing efforts.
If you feel lost, you can always send me an email at firstname.lastname@example.org and we will work something out. You are not alone in this!
Compatible with all types of businesses digital marketing specialist, tracking and analytics expert with proven web development and PPC skills in crowded markets. Nine years of highly intense experience. Passionate about my work, geopolitics, history, and Louis Grenier. I love straightforwardness and BS-free marketing.