It’s time to eliminate marketing overwhelm!
When you are doing all kinds of marketing strategies and tactics and and getting miserable results, that’s marketing overwhelm. When you’re purchasing programs from marketing gurus and experts and not getting results, that’s marketing overwhelm.
What Causes Marketing Overwhelm
Marketing overwhelm is caused by willy nilly marketing actions. Instead of being clear about how those actions will help you reach your marketing goals.
Simply knowing you want more leads isn’t really a marketing goal. That’s like saying I want my car to have tires.
Eliminating marketing overwhelm is all about making choices and focusing on the actions that will take you closer.
Let’s dive in!
Set Marketing Goals
The first step in eliminating marketing overwhelm is to choose and set your marketing goals. If you aren’t clear on marketing goals, you won’t know which marketing strategy to choose to achieve them.
A few suggested goals include the following:
- Try to reach a certain level of sales growth.
- Increase brand awareness.
- Grow your market share.
- Find and tap into a new market.
- Target new customers.
- Retain existing customers.
- Successfully launch a new product or service.
Whatever your particular goals may be (and yes, you can have more than one of them), identifying them early in the process is a key to eventual success.
Select Marketing Tools That Save Time and Money
Along with setting goals, it’s important that you take some time to properly select the marketing tools that will best equip you for success. Having tangible, defined marketing goals can help with this process.
If you’ve chosen a direct marketing strategy, then you might want to use a webinar tool such as Zoom or social selling tools like Nimble to build strong relationship with your prospects and turn them into customers.
As you can see, it’s critical to know what marketing strategy you’re going to use so that you can choose the tactics and then the tools that will help you save time and money in implementing those tactics.
Whatever your particular strategy, take time to research the best tools you can equip yourself with before you begin marketing.
Develop Your Brand, Value, and Ethics Message
Before you start proactively pushing your company in front of potential or existing customers, it’s important to understand precisely how you want your company to come across. There are three essential areas to include:
- Branding: What is your brand’s logo, persona, voice, and tone? How should these come across on the different marketing platforms you’re thinking of using?
- Values: What causes or messages does your company stand for, believe in, or champion?
- Ethics: How does your company operate? What ethical standards do you adhere to?
Once you have these three elements defined, make sure that they are properly written down and communicated effectively to anyone who is involved with your marketing endeavors.
While traditional marketing may have revolved around shallow pitches and flash sales, one of the most important modern uses of marketing is to inform customers.
This is commonly known as customer education. At its core, the term simply refers to the process of companies to provide consumers with an avenue to learn about their particular products or services as well as why these products can provide them with value or resolve their problems.
As you consider how to allocate your limited marketing resources, remember that a significant portion of your marketing collateral should address this concern of customer education. It should provide valuable information, offer solutions, and generally establish you as an authority within your industry.
Leverage Online Marketing
It doesn’t matter if you’re an international, national, regional, or local business, you need to consider online marketing as part of your plan. The COVID-19 pandemic underscored the value of having an online presence, and there’s little chance that this emphasis will go away any time soon.
Fortunately, there are many ways that a small business can affordably and effectively take advantage of online marketing:
- Setting up an email list: You can use this to communicate with existing customers on a regular basis.
- Creating social media accounts: Just make sure to select platforms that your customer base actually uses.
- Building a website: There are many cheap and easy ways to create a perfectly adequate website these days.
- Using search engine optimization (SEO): SEO can help your company show up in search engine results and can be used for both general SEO and local operations.
Don’t Forget About Offline Marketing
Along with online marketing, it’s important to consider if you can use any traditional marketing techniques. Many of these can be costly, such as paying for a billboard or radio ad, but if you can afford the cost, it may be worth it.
There are also many smaller marketing materials like business cards, brochures, flyers, and postcards. You can produce these to give away at trade shows, at your register, or even simply when you meet people outside of work.
Analyze and Adapt
Finally, always consider how you will track the results of your marketing efforts. This allows you to gauge effectiveness and make changes when necessary. For instance, you can analyze online marketing results by using a tool like Google Analytics to see how your website performs.
It’s also important that you embrace a culture of experimentation. A willingness to conduct things like A/B testing or multivariate approaches allows you to maintain a nimble, flexible approach to your marketing activities.
Rather than getting set in your marketing ways, tracking data and maintaining an adaptable mindset enables you to always improve your marketing strategy at a moment’s notice.
Create Your Marketing Blueprint
The best way to eliminate marketing overwhelm is to write down your goals, strategies and tactics as you go. This doesn’t have to be a complex marketing plan, it can fit on a single page.
If you feel like your head is swimming, that’s your clue that you’re stepping into overwhelm and it’s time to take a step back.
Take a second look at your goals, then check to see if you’ve selected a marketing strategy and tactics that will achieve those goals. Often, when things aren’t working, your strategies and tactics aren’t a good fit for the goals you’re trying to achieve.
Work through this list and apply it to your own circumstances. It can help you develop a truly effective marketing strategy. Regardless of your budget, location, manpower, or other circumstances, this list can serve as a starting point to choose what options will work best for you as you cobble together a powerful, overarching marketing strategy.