What’s Missing From Your Marketing?

You may not think it, but it can be pretty easy to get your business stuck in some kind of marketing rut. Far too many business owners will try out a range of different tactics, and end up settling on what they feel most comfortable with, without considering anything in the way of continual improvement. If you feel your marketing isn’t doing all it can for you, here are some things that could be missing from your strategy.

Customer Segmentation

It’s a pretty common mistake for business owners to lean on a range of ads with a very broad focus, aiming to appeal to a vast audience, made up of various different groups, all at the same time. If you get stuck in this habit, it can really grind down the strength of your lead generation efforts.

Now that everyone’s using mobile devices, it’s easier than ever for businesses to collect an abundance of data from individual customers. This, in turn, has sparked a huge shift in marketing strategies, with more and more brands tailoring their materials to individuals, rather than people in general.

If you’re not doing this, then you’re bound to fall behind your close competitors. Make sure you’re segmenting your customer data, and crafting marketing materials that cater to individual niches in your customer base.

More Varied Content


Image source: Wikimedia

While blog posts, press releases and other written word content can be hugely effective, it shouldn’t be the only ingredient going into your content marketing strategy. By and large, customers are getting bored with words. They want videos, visuals and sharp graphics.

When you’re incorporating imagery into your content the right way, you’ll be able to tell a much more memorable story, and create a whole new spectrum of emotions tied to your brand. Understandably, you may not have the resources or know-how to craft great visual content for your marketing campaign.

Fortunately, there are countless businesses out there which you can outsource this kind of work to. From video firms like Rocket Productions to freelance graphic designers for infographics, you’ll have no trouble sourcing visuals that will make your content marketing much more varied and effective.

Emphasis on Data

Your marketing can’t survive if every decision you make is based on hunches, hearsay, and trial and error. If you let things carry on like this for too long, you’ll inevitably hit a rude awakening.

At the very start of your marketing campaign, make sure you’re applying tools that will allow you to look into the way your customers are behaving, and make smart decisions based on what you find. This will ensure that every little change you make to your marketing will be based on solid, real-world insights, and therefore much more effective in the long run.

Obviously humans can be pretty unpredictable, and numbers can only take you so far. However, if you don’t take the guesswork out of your marketing, you’ll only be setting yourself up to fail.

Take a good look at your current marketing campaign, and see if any of these are missing from it.

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