Growth engines on and supercharge your objectives
Optimal prep to kick-start your marketing
12.07.2023
With full determination, you and your team set out to craft a brilliant digital marketing strategy. But to your surprise, nothing seems to be happening... How can that be? At Redkiwi, we repeatedly witness this scenario, and it often boils down to two different situations, each requiring its own approach. On one hand, companies get stuck in theory and struggle to take real action. On the other hand, companies execute their plans, but the results fall disappointingly short.
We understand better than anyone else how to convert your leads into sales qualified leads (SQL). With the following tips, you can ensure that next time, you proudly present the numbers to management. How can you prepare yourself to kick-start your marketing efforts?
Tip 1
Flexible goals
Be adaptable. After all, you never know when the needs of your target audience might change. By creating a 3 or 5-year plan, you outline your strategy and align your marketing long-term plans with achievable yet challenging goals. The key questions to address are:
- Where are we now, and where do we want to go?
- What is required to reach that destination?
Identify the pillars on which you'll focus with your team and how you can achieve growth. It's essential to measure your progress every quarter. Are you on track or do you need to make adjustments? Are there external factors influencing your results that you need to steer towards? At Redkiwi, we evaluate the actions taken and their resonance and conversion with your target audience every quarter. Take the time to learn, adjust, remain flexible, and adapt to new developments. Be prepared to respond to every move of your target audience! This way, you stay actively engaged and work purposefully towards results.
Tip 2
Cast a wide net
The search intent of your future customers can go in various directions. People don't always search directly for your brand name; they search for a solution to their problem or pain. Indeed, this means they can also come across your competition. Therefore, ensure your presence on multiple channels. Invest in SEO/SEA to secure a prominent position in search results. Make smart use of content that Google picks up, allowing it to rank higher.
Don't limit yourself to a single aspect; otherwise, you risk overlooking a significant portion of your potential customers. Organize brainstorming sessions where you identify multiple aspects of your product or service. What dependencies or derivatives are associated with your product, and which other keywords, channels, or markets can better promote this product compared to your competitors? To do that, you must thoroughly understand the problems, pain points, or desires of your target audience. Dare to ask probing questions within your (sales) team, conduct market research, and discover any aspects you might be overlooking. This will make your campaigns more powerful as you directly address the pain points of your target audience and increase your relevance. Define a tone of voice that resonates with your target audience and makes them feel connected to your message and campaigns.
The same applies to your data. There are often multiple aspects within it that provide insights into your target audience. Sometimes, your product is good, but with minor adjustments, you can become much more relevant or unique compared to your competitors. Expand or streamline your portfolio to make your organization more efficient and offer a more competitively priced product or service. Alternatively, isolate a part of your portfolio and apply a separate strategy to bring it to the attention of a niche market and discover new opportunities! Look deeper into your data and seize the opportunities that are waiting for you.
Tip 3
Seduce without demands
Do not impose unreasonable demands on your potential customers. We all know that lengthy forms are conversion killers. People are willing to provide information, but only if they see its value. So, make it easy for them, and they will reward you! For example, offer a calculator tool that shows your visitors how much they can save.
Tip 4
Marketing and sales, a match made in heaven
Now, an important message comes into play, one we mustn't ignore: ensure that marketing and sales are aligned. It happens all too often that marketing invests significant time and money to generate leads, only for nothing to happen afterward! That is pure wastage, and we must avoid it. Nurture those leads!
How can you achieve this? Establish clear agendas and expectations, document these agreements, ensure that the sales colleagues have time to follow up on leads, and secure those commitments. During meetings, discuss the quality of the leads, what is going well, and what can be improved. What challenges does the sales team face when approaching the leads? This way, you can directly address their needs and continuously refine the process.
Sometimes, you just need to start and see where it leads you. Most decisions can be reversed if needed. Besides, they say that in the beginning, quantity is often more important than quality. Let's be honest, if you focus too much on perfection, nothing will ever be completed, and that crucial lead will remain elusive.
Therefore, keep monitoring and focusing, and terminate actions that fail to produce the desired results. Learn and switch to actions that resonate better. Depending on the industry or market you operate in, your message should be available through multiple channels, repeated, and visible at different times. Reach your target audience in a relevant way.
Clicks are nice, but ROI is better.
Utilize our tips and make smart use of marketing: the ultimate force to achieve your organizational objectives and realize the desired growth. Brace yourself, success is on its way.
Grow with performance branding
Linkedin says so. Harvard business review and McKinsey too. Performance branding is the future. The winning combination of branding with performance marketing.