With only a few days remaining in 2013 New Year’s Resolutions become a favorite topic between friends, family members and colleagues. As a business owner, executive or marketing director it is important that we reflect on the past year from both a personal and professional level. Did you reach the goals that you had set for 2013? Did you experience the kind of brand growth that you expected in this calendar year? Were you organized and efficient in the execution of your campaigns?
2014 Is About Your Customers
The world of business has drastically shifted to reflect the habits of individuals and their expectations. Consumers have great power and leverage in the current marketplace and it is our job to respond to these needs. Business 101 tells us that the genesis of every product or service should be based on defining a problem and creating a solution. Customers have elevated expectations of quality in both product and service that cannot be ignored. Access to Social media has provided our customers with the ability to interact with us on a personal and often instantaneous level. The brands that are able to execute effectively on these platforms are going to rise above their competition and will establish an enormous amount of invaluable brand-equity. A great example of a customer support team hard at work during a major holiday:
I asked a simple question on Christmas Day just to see if I would get a response. In true Zappos fashion I received a helpful answer from their support team in just 4 minutes! This is the kind of service that people have come to expect. If a customer was standing in your showroom or asking a question in person you wouldn’t hesitate to answer, social media should be no different.
What Does This Have To Do With Marketing?
Smartphones and social media have also provided brands an unprecedented amount of access to consumers. We no longer have to depend solely on expensive, non-trackable traditional media like billboards, radio and TV to communicate with our audience. People are constantly researching, pinning, posting and talking about products and services and providing us with a natural way to engage with them.
How Can You Improve Your Marketing Strategy in ’14?
Learn About Your Customer
- Leverage Facebook Graph Search to determine habits and interests
- LISTEN on Twitter
- Monitor relative activity on Pinterest
- Conduct surveys and solicit consumer input
- Engage with people on Snapchat
Improve Your Website
- Optimize your content for major search engines
- Make sure your website displays properly on all devices
- Update with dynamic, engaging content
- Test and implement proper call-to-action strategy
Create Engaging Content
- Create professional photographs
- Record videos or webinars
- Blog to share your expertise
- Get creative with micro-content and social sharing
Leverage Paid Media
- Launch a properly targeted PPC campaign
- Reach more people through Facebook advertisements
- Drive traffic to content or directly to product pages
- Track and analyze data for further outreach
LISTEN, ENGAGE AND PROVIDE VALUE
In 2014 it is going to be extremely important to base your efforts on your customers. Too many brands are placing the focus on products, services and an overall push strategy. Consumers are getting smarter, they are making educated purchasing decisions and if you aren’t listening you will lose. Marketing has changed from the days of mass-emailing with high open rates and playing the numbers game. Customers expect effort and compassion from brands and service providers. In order for consumers to spend their hard earned money on your products they expect you to provide additional value and support. Good customer support and active engagement will help you create life long relationships and loyalty. Queen City Media loves creating integrated marketing campaigns. We want to learn about your business, your culture and your goals and help you come up with an actionable plan to increase sales, revenue and profits. All of our efforts are highly trackable to ensure that you are maximizing your return on investment instead of throwing money at antiquated methods that feel safe. Contact us today to schedule a free evaluation and tell us what we can do to help your brand.