It is easy to become overwhelmed by the choices that are available to businesses and these choices are often not equal. When determining how to bring a product to a customer, you will need to use more effective content marketing strategies than your competitors in order to generate a satisfying return on investment.
Engage in Cause Marketing
Customers today not only want to enjoy the products that they consume, but they want to feel great about the products that they consume. One way to do this is to associate your product with a cause. Partner with a non-profit organization and promise to donate a specific amount of money based on how much profit your company generates. The key is to communicate to your customers the way ways in which buying from your company will have a positive impact on the community.
This can be done through telling, such as providing marketing materials that detail the charitable works your company is involved in, or by showing. Show that your business is involved by having having your employees visibly volunteer to assist a non-profit, for example. Your company’s participation may also generate positive press coverage, which serves as a form of free advertising.
Engage In Co-Branding
Co-branding involves the merging two different brands. When each brand has an established reputation, associating one brand with the other can increase the degree to which customers trust one brand or another. For instance, if a well-known ice cream chain uses a well-known candy bar brand as an ingredient, both brands will benefit from the good will generated from each brand. Look for companies that you are not competing with and find ways to join your products in a way that will improve the perception of each brand. Co-branding has the additional benefit of discouraging others from copying your product.
In order to effectively put your marketing strategies into practice, you will need to have a high-performing team that is highly motivated. Traditional forms of motivation, such as providing employees with monetary rewards, are not effective enough. Instead, many employers are turning to gamification in the workplace to make their employees more productive. This does not mean that the workplace is turned into a game, but rather that certain concepts found in games are used in the workplace. Employees must be provided with immediate feedback, receive rewards for great performance, and something that employees lose if they do not accomplish their objectives.
Determine Your Unique Benefit
Find out what is unique about your company that will cause customers to choose it over other companies. For example, you may be the least expensive gym in town. If so, highlight this as often as possible. If there is not a unique benefit that you offer, you will need to look at your competitors and where they are lagging behind. Find a way to out compete them in a specific sector and you will then be able to carve out your own niche.
Make Your Business Interesting
Find ways to make your business interesting. Think about actions your business can take that will make it different from your run-of-the-mill company. Making your business unique will lead to free PR and more loyal customers.
Creating a superior marketing strategy will usually take a long time. Your business will need to put a lot of time, energy, thought, blood, sweat and tears into creating a marketing strategy that will bring your business an acceptable return on investment. But when you have found the right strategy and follow-through with it, your business will be lead to victory.