Currently, one of our SME clients achieves 7.5-fold returns on their digital marketing investment. Are you interested in achieving similar – or even better – results?
What is the best course of action when you think it’s the right time to offer concrete support to your company’s growth via marketing?
Question, analyse and prioritise
The first principle is that marketing requires knowledge of your customers for its fuel. Be interested in your customers: understand who buys your services or products and why. First, focus on determining why your customers choose you.In the 2010s, the focus in marketing is on customers, not channels. This is the era of the customer! #markkinointiClick To Tweet
Steps towards a more strategic approach can be achieved with concerted efforts and determined work, and particularly by switching focus onto those people who make the purchase decisions. If you know what makes them tick, you can create content that speaks to them and gain new insight into choosing the ideal marketing channels. This will translate into positive results.First and foremost, a marketer is an expert on the company’s customers. #muutos #markkinointiClick To Tweet
Changing direction in five steps
This is how your marketing operations can take on a more strategic role:
- Be curious and ask your sales team to tell you about your customers. Ask questions and query things. And whenever possible, speak directly to your customers.
- Use the information you garner to deepen your customer understanding and design more targeted marketing operations.
- Don’t talk about channels, tools or marketing terms internally; instead talk about your customers.
- Ask your management and sales team to prioritise your target groups and the products and services to be offered to them. It’s your job then to use marketing methods to put these pieces together into a story that appeals to the customer.
- Use your company strategy as your map. Learn to interpret it and use it as a basis for your marketing choices.
The customer tells you what matters to them most
After information gathering or prioritising, the subsequent steps must be taken systematically. A content strategy offers a tool for engaging with customers in a way that speaks to them. Content and a jointly agreed way of communicating at various purchase stages form an integral part of marketing transformation.
The strategic choice involves deciding which is the target group that most your marketing resources should be channelled into influencing. Your company’s management and strategy determine how and where your main marketing efforts should be directed. Your content strategy also defines how best to appeal to the chosen target audience throughout the purchase process and what are the most effective ways of influencing them, inspiring commitment in them and guiding them towards your company’s expertise and services.
Once you as a marketing professional have gained an overall picture of this buyer’s journey, you will find yourself adopting a new role in your organisation. Talk about your findings, invite people to develop the various stages of the customer path, and ensure that they are aware of how this work should be translated into online visibility and how results can be achieved. When the focus is firmly on the customers and you are working together to guide them to discover the benefits you offer, all the old issues, assumptions and attitudes that prevent collaboration because of lack of integration will become a thing of the past in your organisation!
When we invited our client’s customer contact staff to participate in the content strategy work, the internal traffic on the company’s website increased by a whopping 251% over the course of a single year. This is an excellent example of commitment to the company’s story and contents on every organisational level!
You will gain appreciation from management and clients alike
Raising the profile of marketing in your organisation can be achieved with the active approach described above and the desire to renew. It may be a relief to realise that the method of customer-oriented marketing has a name and well-defined working models: with a content strategy, you can demonstrate to management, the rest of the organisation and your clients that your company’s marketing operations – the way you engage with your customers and target groups, and assist them – play a major role in increasing awareness in your company, improving its draw, and boosting sales and customer retention.
What could be more important than this for a company’s operations?
Create a content strategy for your company
Strategic and productive marketing activities can be ensured with a content strategy. There are many ways to create one:
- You can invite us to work with you – over the past year alone, we have assisted several companies to reach a new level in their marketing by creating a content strategy. This group includes organisations such as company competing for customers in a competitive field, a construction industry operator and a service provider seeking growth from the US market.
- Take part in our training and prepare a content strategy under our guidanceand with the assistance of sparring partners, while increasing your customer understanding. During the training, you have the opportunity to network with other marketing professionals and to learn how other organisations approach marketing.
- Benefit from the marketing book ‘Sisältöstrategia – Asiakaslähtöisyydestä tulosta’ (Content strategy – a boost from customer-oriented marketing), written by Differo’s Development Director Kati Keronen and the undersigned. This book is an updated edition of ‘Johdata asiakkaasi verkkoon’ (Guide your customers to the web), which was awarded the 2015 Kultasulka Prize for the best book on marketing and communications. This book is currently used as a textbook at several Finnish universities.
Yes! I’m interested in transformation and growth. I’d like to hear from you.