Now that we live in a global digital village, you’re no longer just competing with the other businesses in your area. You’re competing with the best in the world.
But before you panic, there’s good news. Even if your marketing budget is as little as $100,000, with a bit of know how, you can make it work as hard for you as a $1 million budget.
The secret lies in getting your brand, strategy and media mix all singing along in perfect harmony. Here’s how.
Nail your customer value proposition
Your customer value proposition (CVP) is an essential element to a strong brand. It is the simple explanation (aimed at your bullseye customer) of the benefits of your product or service. A good CVP should focus on customer problems and how your product or service solves them and shows what sets you apart from your competitors. It’s a clear statement of why you are the right choice for your targeted customers.
For example, the CVP on Uber’s Melbourne homepage is: One tap and a car comes directly to you. Your driver knows exactly where to go. And payment is completely cashless.
From this CVP, we know it solves customer convenience problems such as queuing, waiting on hold while ordering a taxi, having to dispatchers where you are and where you want to go and finally wasting time while the driver fiddles with their payment system.
Cut through and stand out
When you understand how your product or service solves your customer’s problems, fine-tune your brand personality. This is the way you talk, the images you use, and the look of your website. You might have an amazing product that could revolutionise your industry, but if you talk and look like everyone else, you’re unlikely to get noticed.
Consider this: If your brand was a person, who would it be? How would it talk? How would it behave? What would its values be?
Map your customer journey
Customer journey mapping is an essential tool for understanding how your customers interact with you at every touch point on their path to purchase.
It can show you where to most effectively connect with your target.
By understanding your customer journey, you can maximise your marketing spend to get the best returns at each stage from awareness, through to consideration and decision.
Maximise the three channel pillars: paid, earned and owned
When it comes to setting your message out there, you have three pillars to leverage: your paid pillars such as advertising, your earned pillars such as press coverage and your owned channels such as your website.
Your customer journey map will help prioritise which of these pillars is most important at each stage of the journey, and highlight where your money, or your effort is put to best use.
It could be that at the awareness stage, your customers are researching you online through forums. If that’s the case, incentivise your existing customers to review and respond to questions in forums on your behalf. At the consideration stage, your customers may click on your digital banner ad. At that point, your money may be best spent creating a landing page on your website with a special offer to convert the consideration to action.
The best brands in the world, the big and the small, know who they are, why their customers love them, and the best places to connect to their people.
Have a chat with us on 1800 737 266 for a call about a strategy to suit you and your business. Or email us at firstname.lastname@example.org. We’d love to help!