Marketing your brand is about more than putting a price to your product; it’s about connecting with your audience and selling them on what your brand can tell them about the world around them. Telling a story is by far one of keys to a great marketing campaign.
These days, it’s foolish to think that customers will watch a TV ad and immediately trot to the store, bank card in hand. The buyer's journey is a lot more complicated than that, and on average 81% of customers do some online research before spending a cent.
The human brain is one of the most complex, least-understood powerhouses in modern existence according to Laura Spinney of New Scientist. While we’ve managed to find out as much as we have, we also still have a long way to go before we have a full grasp on the actual power of the brain to sell more products more often.
So how do we tackle the great and complex brain to improve customer satisfaction and sales numbers?
Gina Balarin, Gary Whitaker and Darren Leishman weigh in on what makes marketing and sales work perfectly together.
With the wealth of information available on effective, results-driven sales and marketing strategies, it’s amazing that we’re still working on the premise that sales and marketing don’t perform the same function, and in fact, don’t even like each other.
A discussion on why the relationship has broken down, and how to fix it by focusing on what's important: your customers.
Doing a search on sales / marketing roles in the same sentence brings up a massive number of auto-fill options on sales – and it’s disturbing that enough people have searched ‘why do marketing and sales hate each other’ that it appears in autofill options.
Finding your target audience
When you start your business or move into new territory with an existing business, your marketing strategy can be one of the most challenging requirements to check off the list. Why? Because we have to find the people who want what we’re selling, and this is no simple feat.
Consumers are not a component of our business: they are the reason we have one.
Selecting a target audience can take time, but knowing the steps you need to take to identify one, and the processes to follow in order to ensure effective and productive engagement can save you the stress of uncertainty.
You know that consumers are a key resource in successful marketing campaigns. Once you have secured their attention they can become the ultimate promoters of your brand or service.
Ensuring that they move through the sales cycle with you with a positive result, in order to become these evangelists, is all about user experience and engagement.
In the current digital environment, the process of advertising and closing sales has become far more consumer-centric, with personalisation becoming the norm and consumer brand-evangelism the goal. But how can you make these requirements work for you?