Marketing is not just one size fits all. The marketing process is specific to every brand as well as for every customer. Focusing on the stages of marketing and the nature of your relationship with a potential client is essential to deciding the best and most effective way to reach your audience.
Have you ever heard "marketing is like dating"?
This comment could not be more true. There is always a process and course you must follow to help someone gain interest, get to know you and then help them gain trust. Once that trust is there, the rest is easy. We have to understand that the relationship between our company and our customers has to be crafted and uniquely fostered.
1. THE FIRST STAGE IS PEOPLE WHO HAVE NEVER HEARD OF YOUR BRAND AND ARE NOT AWARE OF YOUR PRODUCTS AND SERVICES
At this stage of interacting with potential clients, the importance is placed on branding, recognition, and visibility. You need to inform people of who you are, what you offer, and why your business is the best choice.
Just like dating, you have to gain their interest before they allow you to get to know them, too.
Some marketing and advertising that could do this effectively is ads, search engine optimization, website, social media, signs, networking, and more.
2. THE SECOND STAGE IS PEOPLE WHO HAVE HEARD OF YOUR BRAND, BUT HAVE NOT USED YOUR PRODUCTS OR SERVICES
This stage is a mixture of branding and retargeting the people who have shown interest in your brand or fit your target market. Since these people know more about your brand, the marketing can be more direct and specific.
If you are marketing or advertising directly to them, it is helpful to cater your message directly to them. Retargeting them according to their specific needs can be very effective.
If you have the privilege of not just advertising to them but also having a conversation with them, this is like the date. The conversation goes both ways. Not only do you need to tell them who you are but the most important thing is to listen. No one likes someone who only talks about themselves. Listening and understanding their pain points and issues is what allows you to help them more accurately.
3. THE THIRD STAGE IS PEOPLE WHO KNOW YOUR BRAND AND HAVE DONE BUSINESS WITH YOU
The best way to market to this group of people is to retarget them, or consistently get your brand back in front of them. The top goal here is to keep your brand on their minds so that you will be their first thought when they need your products or services again.
The relationship doesn't just end once the goal is achieved. It should be continued and there should be effort and consistency.
Maintaining that relationship with a customer can help you keep their returning business long-term. This can be personal calls or emails, adding them to an email list, getting coffee with them and many other things. It's about consistency and care.
If you think you need help developing your brand or marketing, reach out to us! We would love to help you!
Check out our blog Why Every Marketing Strategy is Unique for more information.
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Kimberly Norris | Norrisdc.com | Kimberly@norrisdc.com
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