Marketing is about more than just catching your customers’ attention with a catchy ad campaign or an appealing package design. It’s about creating a relationship with your customers that leads them from being unaware of your brand to actively considering buying your product or service.Marketers use a variety of strategies to achieve these ends. Some marketing goals are more common than others; however, they all serve the same purpose of getting customers interested in your product or service so they actually purchase it. Marketing goals typically fall into three broad categories: Acquisition, Engagement, and Retention. Each of these goals has its own unique set of challenges that marketers need to overcome in order to achieve their desired outcomes. For example, in order to acquire new customers, marketers might need to focus on attracting attention to their product with an attention-grabbing ad campaign. To keep those customers happy and engaged with your brand long-term, you might shift your marketing strategy towards customer satisfaction and brand building. The challenge with these goals is that they don’t always go hand-in-hand; you can have high customer satisfaction with a weak brand or a strong brand but low customer engagement. Likewise, you can have excellent customer engagement but weak customer satisfaction and poor brand building. You can have all three, but they won’t be equal or mutually beneficial. For example, you can have excellent customer satisfaction and brand building but poor customer engagement if your customers aren’t interested in your product or service.
Marketing strategies designed to attract new customers. Acquisition marketing is used to increase the number of people who have heard of your product or service (awareness) and who are aware of your product or service but have not yet made a purchase decision (interest).In order to acquire new customers, marketers need to create an environment where your product or service is visible and accessible to your target audience. Your marketing strategy should include a variety of marketing efforts designed to reach your target audience with your product or service proposition as well as drive them to purchase decision. For example, if your business sells health and fitness products, it could start by setting up a website or blog that provides useful information and tips for leading a healthy lifestyle. Additionally, you could start by setting up a presence on social media and making sure there is consistent, high-quality content on those platforms.
Marketing strategies designed to keep existing customers happy and coming back for more. Customer engagement marketing is used to increase the level of satisfaction your customers have with your product or service and to make them more likely to purchase additional products from you in the future.Marketing strategies designed to keep existing customers happy and coming back for more include:Customer service and support: Customers want to know that they can get their questions answered, that there is someone they can contact in the event of a problem, and that there will be someone around when they need assistance.Marketing automation: Customers appreciate being treated like a person and not an anonymous number. Automated marketing and CRM solutions allow you to capture and manage more customer data to provide a more personal experience.
Marketing strategies designed to keep customers who already know and trust you. Retention marketing is used to create and maintain an emotional connection between your company and its customers and to prevent them from switching to a competitor.Retention marketing is focused on keeping customers who are already aware of your product or service and who are happy with the relationship they have with your company.Retention marketing strategies might include:Dedicated customer service representatives: Customers appreciate having a single point of contact that they can contact with any questions or issues they have.Marketing automation: Customers appreciate having a single point of contact that they can contact with any questions or issues they have.Marketing programs that provide real-world value: Customers appreciate having a product or service that meets their needs and makes their lives easier.
Marketing is necessary to drive sales and increase revenue. Without marketing, businesses would have a difficult time reaching their full potential and introducing their brand to new customers. Marketing involves many different strategies and tactics. Some marketing strategies are more common than others, but they all serve the same purpose of getting customers interested in your product or service so they actually purchase it.Marketing goals typically fall into three broad categories: Acquisition, Engagement, and Retention. Each of these goals has its own unique set of challenges that marketers need to overcome in order to achieve their desired outcomes.