Tag Archives: customers

Marketing Plans Require an Opportunity Analysis

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Before doing your next marketing plan, you need to do an opportunity analysis. The analysis will help you lay the foundation for your marketing and communications activities.

If your primary target is the consumer market, think about how they are distinguished by demographics, income and other preference variables. If your primary focus is on business markets, understanding customer end-users’ characteristics is important.

No matter who your customers are, you need to ask yourself these questions. Why do people buy from your company instead of competitors? What benefits do you offer, at what price and to whom? Think about specific features and benefits you offer. What specific market segments can you reach that are not currently being addressed well by competitors? And, how does your marketing and communications mix compare to others?

Successful marketing and communication efforts result from careful strategic analysis and comprehensive planning.

Is Your Website Organized for You or Your Customers?

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You need to organize your Website so that it will be easy for your customers to accomplish their goals. Don’t confuse them by organizing it by what you’d like rather than what your visitors and customers need and the information that they’ll be looking for.

Look at your Website just like you would your brick-and-mortar building, such as good location, storefront and interior. To ensure you reach your customers and prospects, you need a Website that has curb appeal and is easy to navigate. Maximize your layout. Customers only give you a few seconds to find what they want or they’ll leave and not return.

Your Website copy also must have powerful words that convince your potential customers to keep reading it and gain their trust. Features don’t sell, benefits do. Solve your customers’ dilemmas. Address their problems, interests, values and how they like to receive service. And, take action. A call to action is a crucial marketing strategy. Don’t let any reader go past any information on your site without being exposed to a call to action phrase. You need it to motivate a customer to convert them into buying your product or service.

Also, be smart about your Web design and navigation. Consider the pros and cons of elements such as frames, a big splash page or a shiny flash video. These represent a design aesthetic that is no longer appreciated; many times they simply annoy your customers. And even worse, using these features makes it harder for search engines to index your site, rank your Website and hinder your search engine optimization (SEO) abilities.

PR Helps Point the Customer to You

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It’s very important to stay close to your customers to make your company, its products or services an easy, reasonable choice. Conducting public relations (PR) is a cost-efficient and effective way to find new customers and boost your reputation.

Publicity is not a substitute for advertising. It can’t guarantee 100-percent control over content, display, position and frequency, as does advertising. But what it lacks in frequency, public relations can make up for in reach. Publicity can deliver your product / service message through a variety of media that could never be included in the most lavish advertising plan.

Sound public relations is an integral part of maintaining a successful business. Competition for customers is always keen. Successful public relations – nurtured over time through relationships with media contacts – can help establish an ongoing, positive awareness of your company and the products and/or services it provides. It can inform and excite customers and employees.

Third-party endorsement by the media – online and offline – sells integrity, quality and extraordinary service like no advertisement can. Public relations has the power to persuade the public.