I’d like to tell you to close your eyes and imagine… not a great idea though, if I want you to read the rest of this post. So, close your eyes and imagine when you finish reading. It’s 2 am and someone can’t sleep, because they have a problem that your company is uniquely qualified to solve. They say screw it and get on Google to start to search because they are not going to go back to sleep without making some progress in finding a solution, even if that solution is leaving your company a Facebook message or fill out your contact form on your website.
Only one problem, your company is not found on Google, because it’s on page 36 and your Facebook page isn’t coming up, because you haven’t done any recent posts about what they are looking for.
It’s not coming up, because you decided that you weren’t getting instant customers when you hired your last marketing company, you wanted overnight gain, without the work. The sad thing, you are good at what you do, but because you had not given value when your target market wasn’t looking, that 2 am potential client, doesn’t know.
Successful marketing happens when a company can see the tomorrow’s vision and realize every short gain campaign has to help get to be a company that gives more than gets until it gets more than it gives. Here are three things you can do to start thinking about your long-term marketing strategy:
- Marketing Planning – Get to know the psychology behind your customer. Figure out what makes them go from thinking about using you to using you. Come up with questions to ask your target market, give your target market an incentive to answer them, and then ask. Take the answers and storyboard their customer journey.
- Create an Overall Marketing Strategy – This strategy is the overall tactical plan for how you are going to get your customer actually to take the journey. It’s the what, where, and when your customer will learn about your company.
- Create the Content Strategy – The content strategy will include the story your company will tell. Although the message can be similar; craft it based on how your user uses each platform they are reading your content on. For example, what you snap, will be very different than the Instagram content. A snap is meant to be short and fun, so if you are boosting a new product, creating a fun geofilter would be great, because that’s how end users like to use Snapchat. On Instagram, it’s all about showing off your company’s personality. Tell a story through pictures, but go through your Instagram followers and see what they post about. Be relatable to those who follow you.
- Analyze and repeat – Knowing how long it takes to go from a person who finds you online through your content to a sale is essential to know, so you can tweak what’s working and what’s not. If you know your sales cycle, you will be able to tell if something is working or not. If you know, it takes a customer seven different touch points online before they even decide to send you a message or pick up the phone to call. Find out what was the tipping point of the action.
What are you doing to be someone’s answer at 2 am?