- Brand Identity — Every company will have some form of brand identity to nurture in the minds of consumers. Even if you think your business does not have a brand–it does. And, since there was no cohesive strategy to develop a compelling brand that differentiates your company from your competition, it probably isn’t a very good one. Creative messaging in creating a Unique Selling Proposition is a necessity, not an afterthought.
- Marketing Strategy — Make sure your marketing strategy is built around your target market–those types of customers most likely to buy your product or service. Consider your typical customer in terms of demographics (age, sex, income, geographic location, etc.) and psychographics (interests, behaviors, etc.)
- Media Plan — Today’s media is highly fragmented and people get their information from untold sources. A good media plan takes this into consideration and would include multiple channels – online/digital ads, search engine marketing, video, TV, radio, outdoor, email marketing, social media, print, public relations, sales promotion, etc.
- Measure Results — To find out if your marketing activities are producing the desired results, benchmark your previous sales and compare them to sales numbers that arrive when the campaign is in place. You can code certain advertisements, utilize data obtained from digital campaigns and poll your customers to find out which media is working best. In addition, don’t forget to implement free tools such as Google Analytics to measure visits to your website.
- Adjust — After figuring out what methods are leading to the best sales results, optimize your campaigns to focus on what works. Move monies from poor performing media in order to continue increasing sales.
Follow these 5 golden rules and your sales should continue to shine.