Rule to Sustainable Business [Final Part]: Right Marketing Process
It does not matter the quality of service you offer or the viability of your products, you still need to make them known to the potential customers in order to earn their patronage. The process by which you take information about your business to your targeted customer so as to secure their patronage is called "marketing". Marketing remains one of the live wires of business and it goes a long way to sustain a business. Obviously, it is effective marketing that increases sales which also increases profits and that will translate into the growth of the business.
Now that we have established the fact that you need effective marketing in order to facilitate the continuous growth of your business, we need to look at effective tips to get handy with in order to create an effective marketing strategy.
1. Know your targeted customers
The truth is that, no matter how viable your products and services are, they are not meant for everyone. As such, you need to create a particular niche that is your targeted audience, so that you will streamline your marketing strategies to meet them. If you chase everyone at the same time, you may end up losing everyone. But if you targeted a particular set of people (that is your niche) and give it all it takes, you have a greater chance of hitting your target.
Do you know the reason why you cannot effectively market the sales of air conditioners in the ice polar caps? This is because their weather is already very cold and they do not need any other cooling device, so they are not your targeted customers if you are into the manufacturing or sales of such devices. You need to understand who your products are meant for, then this will help you to channel your marketing strategies aright.
2. Optimisation of various marketing tools
Since you have known your targeted audience, you will now be able to know the marketing medium that will be used to reach them effectively. For example; if you are targeting the young people, the youths, etc, then you have to understand that most of them have now gained online presence. That is, they spend the major part of their free time online - social media et al. So to effectively get to them, you can choose online marketing tool to get to them. You will be surprised to know that many people are making enormous sales just by advertising their products on WhatsApp status alone.
In this era, technology has opened up the world to a whole new level of marketing, that right from the comfort of their devices, one can reach their targeted audience. For an era that is already driven by technology, your marketing strategies should also be technology-driven so as to flow with the trend. There is the on-air (radio, television), online (website, blog page, email marketing), social media (Facebook, Twitter, Instagram, etc) and a host of others.
3. Appreciate your customers' patronages
You should understand that your customers are among your most effective marketing agents and should be treated well. A recommendation from your customers may be all you need to get other customers. So you should treat your customers with the hopes that they will refer you to their friends. You should learn to appreciate the patronage of your customers. This can be through rewards, bonuses, giveaway, discounts, etc.
As much as you are scouting for new customers, you should also do well to retain your old customer because their patronage matters a lot. If you do not treat your existing customers right, they may create a negative PR for you and may even discourage your potential customers from patronizing you. So, for the sake of securing your future and potential customers, you have to retain your present customers. As regards retaining of customers, you should always have this popular saying in mind:
A bird you have at hand is worth many in the bush
Thanks for reading
Peace on y'all
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