If you’re wondering whether you’re doing the “right marketing”, that’s a good thing. It means you are thinking about your marketing’s effectiveness and measurement and what your options might be to make improvements.
To begin answering the question of whether your marketing is “right” we need to step back and tackle three key questions:
1. What do you expect your marketing to achieve?
Many people respond automatically with the answer “more sales!” – and there’s a certain gung-ho intuitiveness about that. But it’s not the only possible answer to the question. Some companies want to build their brand, to decrease price sensitivity to their product. Others want to use marketing to motivate their staff. Some want to retain their existing customers and increase loyalty. These things can lead to “more sales” – but they also do other things; and there are important differences in the marketing tools you use for these different jobs.
You can’t answer the question about whether you’re doing the “right marketing” until you know what outcomes you’re expecting. You may want to achieve more than one outcome – and one thing might lead to another. Where you start depends on your most pressing business problem.
2. How does marketing relate to your sales process?
It’s amazing how many complex marketing programmes don’t bolt into the core issue of how a business serves its customers and makes sales. When you start to unpick the real process of how you and your customers interact (the customer journey), the “right marketing” which leads and supports that process becomes more apparent.
3. How do your customers want you to engage with them?
At the heart of the “right marketing” is forming a relationship with customers – so your marketing needs to be led by a deep understanding of their needs and expectations. Consider not only your current customers, but also your ideal customers (if not the same)… their attitudes and behaviours, needs, pain points and media habits.
So the answer is, the “right marketing” has a clearly articulated purpose, and a defined role in winning, satisfying and keeping customers.
It also needs to be sustainable, in the right scale for your growth objectives, and affordable.
A marketing review
From the point of view of assessing your current marketing activities, it’s worth considering a marketing review or health check. This examines how effectively and consistently you’re marketing your business.
I offer a full strategic marketing review and plan, or a specific digital marketing health check. These will give you clear, independent answers on how successful your marketing is, along with ideas for how you can improve. Get in touch to find out more. Together we can work through the process of assessing if you’re doing the “right marketing” and find the best way forward.
How SharpEdge Marketing can help you: