Marketing can be a very broad and complicated topic. Everyday technology is constantly changing the way we market businesses, with new vs. old advertising, automation tools, social media algorithms, how AI impacts social media networks, and much more. Marketing is an iterative process. After marketing became mainly digital, and the introduction of new terms like 'customer journey', 'ROI', and 'social media engagement', we understand that altogether, it can be hard to follow.
So much has changed over the last years; an online presence has become key to success; with a new focus on branding consistency and credibility. Due to this, the cost of marketing has increased a lot, on top of all of the knowledge you now need to have as a marketer.
With this set of rules, we aim to help you cut through the maze of marketing jargon and to help you reach your goals faster.
If you were going to build a house, you would hope that the architect and builders were working together using architectural plans and blueprints as their guide. So why would trying to build a solid customer base or market share be any different?
You should know that a marketing plan is of monumental importance. Although we recognize that in many cases marketing plans get filed away in the closet until it's time to get a business loan, they're most effective when they act as a blueprint for all the marketing activities a company undertakes.
It's important to identify the market which will gain you the maximum amount of benefit if captured. It should be the focal point of most of your marketing efforts. The target market needs to be clearly identified with a justification as to why they are your specified target market.
Once you have figured out your brand image we think that the most important thing is sticking to it and applying it to every little facet of your business. As you're surfing the SSW website you'll notice a very consistent approach to branding. Our fonts, tables and headings are in exactly the same format and we have applied this to our email signatures, product banners, newsletters and company brochures.
Many organizations rely too heavily on their logo, assuming it defines their brand. But a brand is much more than a visual mark—it's an emotional connection built through every interaction customers have with your business.
Branding encompasses much more than just a logo; it includes the color palette, typography, brand elements, visual language, and the brand's voice. It is the consistent application of these elements that truly defines a brand's identity.
Before you move onto this step, first have your target audience information right next to you. Understanding your prospects most pressing pain points should be huge priority. Start thinking - what do they want? What are their frustrations? What are their aspirations? And finally, what do they fear? Write down all the ideas you might come up with.
In marketing, good timing is the key to a successful campaign. As a smart marketer you need to remember that some campaigns can take weeks or even months to start heating up, whilst others can take just a few days.
When you have a product, you want new sign ups to learn as much as possible about it, so they can find out quickly if it meets their needs, and convert to paid customers. You don't want people losing interest because they simply didn't know your product could help them.
Sending a single email often isn’t enough to convert potential customers, and following up manually can be inconsistent and time consuming. This is where drip campaigns come in.
In today’s overcrowded marketplace there are dozens of businesses offering the same goods and services with little to no variety, and for a consumer, this can result in it being hard to decide which one will provide the best value and service. Which is why Lead Magnets, if used correctly - can be a powerful addition to your overall Marketing Strategy.
There is a great quote by Wyatt Wood small which says:
“When you can articulate another person’s problem better than they can, they automatically and unconsciously credit you with knowing the solution.”
When you are promoting your services to a prospect, the worst thing you can do is to talk about your business or products and services promoting them and not listen to what they actually have to say. People don’t generally care about your business, they care about how you are able to solve their problems. If you can show your prospect how you can help make their lives a little easier, your services will thrive.
Once you discover a pain point that resonates with your perfect prospect, you should use this pain point across all of your marketing campaigns.