With any new venture, entrepreneurs often have to learn by trial and error to discover what works and what doesn’t. This doesn’t necessarily mean just throwing something at the wall and hoping it sticks. What it does mean is making several strategic moves, often at the same time, and determining which of those moves is creating the most momentum.
Deciding on the right marketing efforts also takes some experimenting. But no new business must create the wheel from scratch. As Claire Hastings notes, new businesses can learn much from other brands (yes, even their competitors). “It’s a daunting endeavor to enter any market with a fresh idea and a business that still has everything to prove and earn a reputation,” Hastings explains. “So, if you are planning to move forward with a business idea, …you can learn much from your successful predecessors.”
In her article, Hastings lists five techniques and tactics new businesses can learn from established brands. Check out her article here for the details.
Once you’ve determined how best to make your brand stand out from all the others, the next step is to communicate your brand in a way that maximizes your reach. Again, this doesn’t mean just reaching as many people as possible. Instead, it means connecting with the right people at the right time and reminding those people why your products or services will meet their needs.
In a recent article, the group Criteo explains the relevance of cross-channel marketing. “In today’s fast-paced world, where customers bounce from one site, app, and device to another at a breathtaking pace, delivering broad marketing messages on multiple channels isn’t enough,” Criteo states. “Brands need a clear, consistent story that resonates with specific people on each channel. They need a story personalized to each customer’s journey, where each touchpoint is a relevant chapter.”
These “touchpoints” are all the ways that potential customers see and interact with a business’s brand and marketing. A business may have a website, several social media sites, and numerous online ads. The message customers receive across those various platforms and the seamlessness of moving from one platform to the next can either attract customers or turn them away. See Criteo’s article for more insights.
Ultimately, maximized marketing means more than simply increasing efforts. It means targeting the right customers and communicating with them consistently, seamlessly, and in a way that promotes your business’s uniqueness and encourages customers to return (and eventually buy).