When creating the best marketing strategy for your Washington DC area business, where should you start? As a marketing professional or business owner, creating an effective marketing strategy can seem like a daunting task and many people don’t know where to start. In part two of this two-part series, we'll explore three more elements that are essential for creating the best marketing strategy for your Washington DC area business. These elements will give you guidance throughout the process and will ultimately help you create an effective marketing plan.
To read the first three essential elements, click here.
4.) Make sure your creative gets attention
In order to accomplish this, you first need to get to know your current customers and your prospective clients. What you need to know about them is what is going to motivate them to purchase your product. And what situations put them in the “market” to even have a need for your product. What are the common objections your prospective customers have to purchasing your product? When you understand all these things, you can design a campaign and a marketing message that speaks to exactly what is on your prospect’s mind.
Advertising only works when it grabs the attention of your target audience -and effective positioning is the key to successful advertising. Now that you’ve established who you want to reach, you need to create a marketing message that will get their attention, effectively position your business in best way, and clearly tell your targets how your company will benefit them.
Create the best advertisements for your business with help from these articles we published: Write Advertisements About Your Customers, Not About You and Effective Advertising Starts with Great Positioning.
5.) Implement an integrated marketing strategy
Having an integrated marketing plan is essential in today’s ever-evolving world. Once you’ve established the previous four elements, it is time to integrate them into your business, into your marketing, and into your target audience’s world. From your customer service representatives to your digital display ads, your marketing message should be consistent and a part of all aspects of your organization.
To learn more about how to create the best integrated marketing strategy for your Washington DC area business, check out this article: Integrated Marketing Strategy: What You Need to Know.
6.) Measure your advertising with an effective tracking system
An effective marketing plan in Washington DC includes a unique marketing mix that is tailored to your business and generally includes a many different elements all working together. To find the different elements that work best for your business, you need to create and implement an effective advertising measurement system. This will help you create the best marketing mix for your business and will ensure your precious marketing dollars aren’t being wasted. Since not every marketing tactic will be remembered, successful, or impactful, you need to have a system in place that will tell you what is working, and what isn't.
Part of a having an effective tracking system means giving credit where credit is due, which generally doesn’t happen by asking your new customers one generic question. You need to dig deeper than “where did you hear about us?” because that simple question won’t necessarily give you the most accurate answer. One of the biggest marketing mistakes we see here in Washington DC is that too much credit is given to Google because the specific probing questions aren’t being asked. When you incorrectly give Google more credit than it deserves, your marketing strategy will suffer.
For more on effective measurement and how to create a system for your business, read these articles we published: Should Google Get all the Credit? and Every Marketing Plan Needs An Effective Tracking System.
Want to learn about marketing trends and stay up-to-date with the latest? Download this free eBook today: