Developing a marketing strategy is one thing, but getting it to work is another beast entirely. There are many tips that will get you ahead, but a good part of the process is simply trial and error – the trick is to quickly adapt.
With that in mind, here are the basics on how to get your marketing strategy to work. These tips work for most situations, but naturally you’ll focus on digital marketing, because this is where you’ll likely spend most of your time.
Study your results
Your marketing efforts will always yield results. The results won’t always be good, but this doesn’t mean they’re not valuable.
Figure out which platform works best for you. If you’re using more than one platform, you should always check where the best results are coming from. It may happen that one specific platform is better for the type of content you’re investing on, or your target audience is more present there.
What type of content is the most engaging? Nowadays, videos and pictures are by far the most engaging types of content. Making videos can be difficult if you’re not used to it or if you don’t have the time, but at least using pictures instead of plain text is already an improvement. But most importantly, check your results after a while to see what types of content get the most engagement.
Adapt your strategy. The whole point of analyzing results is to make changes. See what works, see what didn’t, and make the necessary adjustments. Marketing has many variables at work, so it won’t always be an exact science. Study your results and change your strategy for the best possible effect.
Focus on your target audience
A common misconception is that marketing involves appealing to as many people as possible. That can be true in specific cases, but you will see much better results if you market for your target audience.
In other words, there’s no point marketing to people who are unlikely to even want your services. It’s a waste of money and effort that could have been directed towards people who need your services – and are therefore much more likely to call you.
Determining your target audience will greatly change how you approach marketing. Are you trying to appeal to homeowners in their thirties? Or maybe young adults in rentals? Business owners looking for professional service?
All of these will change the kinds of pictures, headlines, and even the language you use online.
Improve your online presence
Keep your contact information up-to-date. Perhaps the most important part of your social presence is to make sure your contact information is up-to-date and easy to find. There’s no point in anyone finding your social media profiles if they can’t easily find a way to contact you.
Look for any gaps. Try searching your own brand on private mode or other PCs to see what pops up. Maybe there are gaps you can easily fix. For example, if googling your brand shows an out-of-date phone number or page, that’s something you can fix in a few minutes.
Use reviews to your advantage. An easy way to get points in your favor is to use reviews from previous clients to showcase your expertise. Always encourage your clients to leave a review – those will really help you get some jobs.
Post regularly. Taking care of your social media takes a lot of time and effort, so if you can’t hire someone to do that for you, try to at least post once a week. Look for similar pages in your line of work and study what they do. There’s a LOT you can do with social media, but posting regularly is a simple way to tell these platforms you’re alive and kicking.
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