It’s no secret that the past year-and-a-half has been challenging from many aspects. Whether it’s modifications in day-to-day life or bigger changes that affect how and where we live, people’s lives have changed. And some changes keep coming.
So, how do you market your business to consumers in this evolving environment? A recent article from Under 30 CEO offers up four approaches for reaching the right consumers today. Here’s a summary of their recommendations:
Set aside time for planning.
Before spending time and money on new technology or marketing efforts, take time to come up with a strategy. And the first step is to identify your customers.
This step is really an ongoing process that involves:
- Purposefully identifying who you’re targeting
- Considering ways to further refine your prospect segmentation, such as dividing your target audience into subgroups based on vertical markets
- Creating a customer persona and keeping it updated
- Gathering data about your current customers (through your website analytics, surveys, and other channels) and using the information to guide your marketing efforts
Modernize, don’t abandon, traditional marketing channels.
Online marketing has come to the forefront more than ever over the past 18 months or so. But traditional channels still have an important place in marketing – especially when modern tools and approaches are applied.
For example, you might have typically held traditional in-person events. And then maybe you recently transitioned them to virtual events. Today, you can use hybrid event management platforms like Pathable by Community Brands to allow for both in-person and online experiences so you can meet the budgets, schedules, health, and other needs of more of your customers and potential customers.
Focus your online marketing efforts.
There is no shortage of online channels to employ in your marketing efforts. Sifting through the online channels available to you and choosing the ones that work best for your organization’s target audience will get better results than trying to incorporate them all. Keep in mind, though, that while you might have done this exercise in the past, it’s a good idea to do it again – the results might be different today than they were a couple of years ago.
Choose the right partners.
Partners, such as affiliate and influencer marketers, aren’t the only partnerships that can yield big results these days. How about your customers?
Your partners, clients, and even prospective customers can be incorporated into your marketing efforts. For example, you can ask these groups for feedback, interviews, and quotes to enhance your marketing efforts.
Keep in mind that while the marketing and communications channels you use might not have changed, the channels themselves – and how you use them – have. Be sure to re-evaluate your target customers and put new strategies and tools to work to make sure you’re getting the most out of your traditional and online marketing efforts.