12 Steps to follow to achieve better prospects
Implementing a successful campaign that translates to achieving better prospects that lead to eventual revenue is a dream of every marketing manager or marketing division head. It’s ambiguous and amorphous and there are no hard and fast rules to success. Despite it’s presence in our lives, the online sphere still remains nascent and there are yet to be any ‘wise old men’ to stake claim to the territory. It’s something unique that clicks and can make your idea a success. Its “virality” will sail it through. Again, while there are no pre-defined, set rules of the game, there are some steps to ensure that you aren’t too far away from the concept. These steps may not mean immediate success, but if implemented the right way, can ensure that you are at least walking the talk and walking on the right path.
Here are 12 Steps to follow to achieve better prospects:
Step 1: Understanding the need of marketing: Just declaring that you need visibility and hence getting an advertisement in a popular print magazine isn’t what you require. True that your ad will get carried in a popular print magazine and will get a lot of eye balls. But what if none of the eyes that fall on your ad hail from your target audience category? Just jumping the Social Media bandwagon because all brands are there isn’t right. An large Airplane manufacturer doesn’t need Facebook to reach out to his customer base. The need is for you to understand the need of your product, what sort of market it needs to cater to and then evaluate what marketing horse will be best suited to ride. An analysis of what the nature of your product is, what’s the general market voice about your brand presently and what do you need to say and to who, will help you understand the need for marketing. That will also help you understand what channels and platforms you needs to take to, in order to make some proverbial ‘noise’.
Step 2: Try and create a theme or something your viewers can identify you with: You need to pin point and pick a theme or a concept that viewers can identify you with. Making people think of you every time a song plays on the radio may not be possible up front, but you need to develop an idea that let’s people know who is talking to them, each time you reach out to them. Never start a campaign and then leave it at that. Repeated and timely reminders will tell your audience that you are around and every time they receive a mail from you, they will be reminded of your existence and that your services and products are there for them to use and benefit from.
Step 3: Know your audience: Sending out a brilliant campaign to an audience that has little, or worse, nothing to do with what you’re offering is a cardinal sin. Not only does that tantamount to spamming and unsolicited mailing, you’re actually screaming into deaf ears – a wall even. You need to understand who you are talking to, what they need and if you have a product or a service that they would need or want.
Step 4: Give a definitive call to action: Make it simple for your customers to be able to reach out to you and give you business. Layering a process with unnecessary loops and processes will either turn your customer off or delay him from actually going the distance with you.
Step 5: Be consistent in your marketing technique: “Keep at it” is the mantra here. Stay focused and stay in the minds of your target audience. Don’t change planes for the heck of it. Show consistency in your communication and say things that your customers may have grown to expect of you. Of course, it never hurts to be different, but then, you have to take a call to be consistently different, so that your customers grow to expect that of you and not turn a blind eye to your campaign.
Step 6: Drive your brand theme: Emphasize the value of your brand and the value it brings to your customer. They need to learn and understand how vital your brand is and the difference you make to them.
Step 7: Ideate, innovate and plan: It’s a good idea to keep reinventing yourself. While your brand strategy and positioning need not change rapidly or repeatedly, your campaigns could (and in fact, should). Of course, it goes without saying that these ideations and innovations should come about in a planned manner.
Step 8: Allocate a budget: We know there are no free lunches out there. Even the best product or service will remain unnoticed if no one hears or knows about it. You need to plan a certain amount of marketing budget in order to help drive your message regularly.
Step 9: Here, there and everywhere: It’s a good idea to use every known platform to market your brand, product and service. Good communication and innovative concepts will add to virality and get you known everywhere.
Step 10: Value Adds: Always look to give more value adds to your customers. Repeat customers grow to expect certain “favours”. It’s human tendency. This isn’t bribery. It’s more like a bonus for being a loyal, paying customer. Reward your customers’ loyalty with a few value added services.
Step 11: Be cool: It’s a little confusing (this step). What is being “cool”? Being cool is being with the time. Adapting your concepts and communication to the times and trends and telling people that you are willing to change is very cool.
Step 12: Build a relationship: Don’t expect overnight turnarounds. Relationships are built through tiresome, well planned, neatly executed processes. Your relationships with your customers are no different. How you deliver, how you manage them and the returns you bring to them, will define your future business with them.