Research suggests entrepreneurs today recognise that the efficient growth of their business relies on a robust marketing programme. However, many company owners are often unaware of the power marketing possesses – typically adopting a generic model, choosing the easy road to push their brand out to the masses as fast as possible.
As prominent online marketer and entrepreneur Gary Vaynerchuk said: “There’s not a single winner on Earth that took it easy.” The significance of a bespoke marketing strategy is regularly overlooked – with some viewing marketing as a sales tool and nothing more.
A made-to-order proposition encompassing a multitude of personalised content, digital strategies and research puts an organisation in a position to achieve and even exceed goals. A personal approach to marketing is a cut above a ‘standard’ one, enabling your business to gain much more than just an improved sales record.
Three reasons why you should adopt custom-built marketing tactics
1. Establish a clear brand identity
Simply put – forming strong client relationships and loyalty start with delivering a unique experience to customers. By publishing content consistent with a signature look, engagement levels will be bolstered over time. You’ll witness an increase in sales and even start building long-lasting recognition and relationships with buyers and prospects.
Establishing and maintaining specific colours, logos, fonts and language consistent with your brand and communications will be more eye-catching and memorable, and keep your content in inboxes and hands longer. This will help to stand out from all the junk mail we receive.
2. Accomplish prospecting goals
Wielding a tailored marketing programme paves the way for audience-targeted communication. It provides the freedom to create personalised campaigns, including customised messaging to attract specific individuals or groups. These messages deliver a much greater impact, create intrigue and give you an improved chance of turning prospects into customers.
‘Casting a wide net’ when promoting a brand, products or services has become increasingly ineffective for businesses. Studies have highlighted the immense success of audience targeting – proving the more bespoke the marketing strategy, the better the chances of accomplishing your prospecting and sales goals.
3. People will engage with your brand
The most successful marketing schemes start with understanding as many of your customers as possible. This empowering philosophy allows you to provide content that specific purchasers desire and engage with, via the correct platforms at the optimal times. This can be accomplished by utilising tools such as buyer personas – keeping detailed knowledge of groups and individuals that are part of both the client and prospect databases.
A simplistic marketing plan can work on a small scale, but it’s unlikely to engage your target long-term, therefore becoming a wasted venture. Embracing a customised approach will secure a substantial return on investment by relating to and starting tailored dialogue with current and potential audience groups.
Gareth Kirkham is Senior Content Marketer at Office Friendly