The sluggish ad spend of the previous quarter reveals the anticipated impact of the cost of living crisis on marketers. However, it is encouraging to see that spending has just slowed and not disappeared altogether. Ad spend clearly remains a key area for business growth – it is vital for targeted marketing and knowledge of what makes the customer tick underpins this.
Understanding your customer and providing them with a seamless journey from start to finish to establish strong customer relations is what should direct your spending. In a flooded market of brands fighting for focus, it is increasingly difficult to grab customer attention. It’s a tricky but not insurmountable task for advertisers and investing the time to fully understand your customers means investing in the future of your company too.
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Simple strategies
Capitalizing on customer relations doesn’t need to break the bank. There are many strategies that can be incorporated into marketing plans to deliver immediate results. Email marketing is one of the quickest and most reliable ways to connect with your customers. Building email lists via newsletters and subscriptions is a great way to roll out campaigns and make sure the right audience receives relevant promotions. Simple, but mighty.
Another sure-fire way of reaching the right audience is optimizing your website with SEO keywords and blogs to boost your SERP ranking on Google. This means being best placed when a customer searches a keyword that aligns with your brand’s messaging. Leveraging the power of SEO will help your potential customer find you and ultimately begins with buyer persona research, industry research, and keyword ranking. These key areas help you learn your target market’s online behavior and in turn means you are discovered by the right people.
Another effective strategy is managing relationships with a CRM. Having a systematic platform that stores detailed information about leads, prospects, and customers is key in order to keep track of interactions and identify sales opportunities more effectively, while maintaining relationships with existing customers and ensuring they remain satisfied.
It might seem self-evident in our ‘always on’ society but posting frequent content while making the most of recent trends on social media platforms such as Instagram, TikTok and LinkedIn is a constructive way to demonstrate your expertise within your industry and gain free promotion from likes, comments, and shares.
Not pursuing any of these basic yet budget friendly strategies is a missed opportunity to connect with your customers and build a long-term relationship with them.
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Everyone is on the internet
Statista estimates 4.9 billion internet users worldwide as of 2021, so if you’re not marketing your business online, you’re missing out on a large proportion of possible customers. Despite a slow in spending, investments in customer relations must still be made to sustain steady growth.
Creating long-lasting and authentic relationships with consumers is the key to long-term success. Some businesses are dictated to and limited by their marketing budgets, especially in today’s economic landscape (as recently highlighted by the Q3 IPA Bellwether Report); therefore, it’s vital to utilize the simpler yet budget friendly strategies to their best advantage.
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