Like any activity involving strategy and execution, marketing starts at a high level. You have to be able to look at the big picture and provide leadership for where your marketing is taking you and how.
Your first priority as a marketer is to get in touch with every single person in your demographic. Your second priority is to keep in touch.
This sounds really simple but if you’ve done any marketing at all, you know better. Finding your target demographic takes research, lots of research. Once you know who you’re aiming for, you have to research where they go for their information. Once you’ve figure that out, you have to decide what content you’re going to create, when, how often and where you’re going to put it to attract that demographic. On top of this, every communication needs to be in the voice of your company and reflective of your brand.
Getting In Touch
There is no end to the tools you can use to reach and serve your audience. This is great because it gives you options. It’s also overwhelming—because it gives you options. As a business owner, you just want to invest your resources into what works.
To start with, who is doing your marketing? Many small business owners are used to doing everything themselves. But are you wired for marketing? The best results come from having the right people in the right roles. Even if you’ve passed on the marketing responsibilities, you still have to have the right people in the right roles. If you’re relying on your sales people to do the marketing, make the sale and keep the customer happy, that’s still too much diversity for one role. The skills involved in marketing and sales are completely different. So let your salespeople sell and get marketers to market.
Staying in Touch
Having the right automation tools will make a huge difference in your marketing. If someoe comes to your site and fills out a form, that expect an instant response as well as content catering to their interests. That’s simply not possible unless you’re using automation software.
Even a small company can do an extraordinary amount of content marketing with the right software. And while your software is doing the marketing work for you, your marketing team can focus on creating the next campaign, targeting specific segments of your audience while the software continues to serve and shuffle your leads through the sales funnel.