For businesses that have been around a while, sometimes marketing outreach winds up getting the lather-rinse-repeat treatment - doing the same few things over and over. Tactics that may have worked a few years ago aren't generating the response you want and need today. Here are 5 questions to help you see if you should explore new ways to reach your best customers.
1. Have results been the same or declining? Either way, this is a signal that there may be other ways to engage with your audience.
2. Do you track how your prospects move through their customer journey? Finding deeper insights than just "location", "through website" or "called in" can be a game changer. Have you've never done a customer journey map....it's worth the thought.
3. Geographically speaking, where do your customers come from? Many businesses attract 80% of customers from within a certain radius from their locations. Do you know where your 80% lines are? (It doesn't need to be a circle.) Are you using this information to target your efforts?
4. Have you created videos? More than just ads, video content is a way to tell your unique story and help people understand why they should do business with you. These don't have to be Hollywood productions--in fact things that look over-produced are less impactful than something that's an honest effort.
5. Do you collect emails from customers and prospects? Do you regularly send them valuable information about the thing you know about (your business)? Has your list been growing steadily? Email is the workhorse of marketing. If your email program doesn't feel that way, it may be time for a review.
Thinking about these five topics will probably generate some "to-do's" and that's a great thing! Keeping up with technology isn't easy, but it's critical to competing and winning the attention, consideration and sale from your prospects and repeat customers.
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