A marketing strategy is a roadmap for reaching prospects and turning them into loyal customers. Communicating your company’s vision and the quality of its offerings are the cornerstones of any successful marketing tactic. Here are eight strategies for creating successful marketing campaigns.

1. Tech Up

Falling behind the curve in terms of infrastructure can be detrimental. Small business owners often aim to own a brick-and-mortar store and detach from the internet. Thinking this way might be counterproductive. Everyone needs to unplug, but the internet offers a vast array of digital tools for growing your company. Project management software, customer relationship management (CRM) tools and virtual office spaces are only a few of the options out there.

Note that having an upgraded technological infrastructure makes security all the more vital. Invest in antivirus and firewall systems on every endpoint. Train yourself and your employees in proper security protocol. Learn about the value of advanced tools like endpoint detection and response (EDR) systems. The more data you have, the more efficient you can become.

2. Engage in Networking

The most successful companies are the ones with name recognition. Entrepreneurs often assume that having a high-quality offering is enough to guarantee buzz. That is wishful thinking. Networking takes legwork. Try attending events like mixers with other companies in your field. Hand out business cards to prospective allies. The local chamber of commerce is a great place to start this search. Some of the most beneficial interactions happen when one business leader says to another: “Here’s someone you should talk to.”

3. Research Your Market 

Good market research gives tremendous insight into the nature of supply and demand. Poor research strategies leave sales teams wondering why they fail to connect with their target audience. Market research generally takes two forms: quantitative and qualitative research. Quantitative research involves looking at demographics and shopping patterns to make sense of consumer behavior. Qualitative research is more personal. Focus groups and written feedback fall into this category. A survey that’s attached to your landing page can perform the same function. Whatever method you use, employ it consistently to stay ahead of shifts in your target audience.

4. Leverage Influencer Marketing

When the world went virtual in 2020, so did marketing. Expect that trend to continue. Research shows that partnering with influencers is one of the most effective outreach strategies. That’s due to trust. The study in question found that only 19% of respondents found influencer recommendations untrustworthy. A few years ago, fashion company Lilysilk launched a successful influencer marketing campaign through YouTube and other social media channels. It worked because influencers have built-in audiences with whom they’ve already built trust. Consider partnering with online personalities who accurately reflect the goals and values of your company. 

5. Build Social Media Clout

It isn’t enough to leverage the social media presence of others. Most customers first encounter a brand via social media pages. Research from Statista shows that 51% of U.S. consumers report being influenced by social media ads. Building an effective social media presence means giving the impression of legitimacy. Legitimacy means conveying professionalism and authenticity.

The most practical way to communicate this impression is by being reliable. Post and update content often and on a set schedule. Let customers help you create engaging videos that show your products in action. Construct your pages in a way that makes them navigable for visitors by picking text layouts and color schemes that put visitors at ease. Leave visitors wanting to learn more.

6. Optimize Blog Content

Many marketing campaigns do indeed fail due to a lack of perceived authenticity. For this reason, all companies need great content creation strategies. Blogging is one of the best forms of content generation a business can engage in. Blogs can advertise without advertising. Educational and informative information about your products and related interests will grab the attention you want. A recent study revealed that long-form content (typically defined as having over 1000 words) had 56% more shares on social media than more bite-sized posts.   

Another benefit of lengthy blog posts is that they work well with SEO optimization strategies. Multiple studies show that longer posts typically rank higher in search engine algorithms. Long-form content can employ keywords throughout an entire topic, expanding the reach of engagement. Simply put, companies can write their way to a broader audience.

7. Create a Powerful Lead Magnet

A lead magnet is any free offering that connects a company to a consumer. The catch for leads is that they have to give their contact information to receive the offer. Free subscriptions, demonstrations, and samples are all common examples of lead magnets. Holding seminars or webinars can also be effective at forging connections between businesses and interested leads. Lead magnet strategies benefit from multichannel and omnichannel approaches. Offers and special deals can easily be cross-promoted across several channels. Personalizing lead generation in this way can be a beneficial alternative (or supplement) to email and SMS marketing.

8. Have Personalized Customer Service

The customer’s journey with your company doesn’t end when they become a buyer. Keeping customers loyal is even more important than making those conversions. Research shows that the best way to engender loyalty is by offering high-quality customer service. A survey commissioned by software giant Zendesk discovered that 42% of customers purchase more from a company following a positive customer service experience. It’s that important. 

So what constitutes good customer service? More numbers show that the human element is central. Talking to a live agent over the phone consistently topped the list of preferences. Email and live chat rounded out the top three. The top quality sought after in an agent was “willingness to help.” This response speaks volumes regarding customer demand. In an often impersonal world, companies that show empathy and regard will earn respect and dollars. 

No single strategy will result in a better sales game. Success is a group effort. Weaving together multiple channels of communication is the best game plan. Keep these tips in mind when planning next quarter’s campaign.