If you run a business, the chances are that you can attest to the importance of the right marketing strategies in attracting and retaining customers. This is a driving reason behind small businesses’ plans to increase marketing spend, particularly in the areas of social media marketing and video advertising. However, while many business owners plan to increase their focus on marketing efforts, more than half of small business owners lack a marketing plan or strategy. The lack of a formulated marketing strategy or use of segmentation when planning one can mean many marketing campaigns are missing the mark with customers. Whether you want to rely on digital marketing to grow your business or you want to expand your marketing reach with video marketing, tailoring your marketing strategy to your customers, industries and trends could mean the difference between your campaigns succeeding or failing.

Adapt To Different Needs And Wants To Unlock Customer Interest And Brand Loyalty

Failing to tailor your marketing strategy means your business could be missing out on key markets like the local market. The main reason behind this is either your marketing campaigns are not appealing to those customers, or not visible to the intended audience. For instance, the use of local SEO in your marketing can drive more leads to your business, even if you don’t trade online.

Around 97 percent of customers learn about a business online, according to SEO Tribunal. For instance, an Austin-based business can use Austin SEO tactics like highlighting local reviews and inbound link-building to improve its ranking on search engines. Searches for businesses “nearby” or “close to me” also have grown by over 900 percent in the last two years. So, even though digital marketing may be the norm these days, businesses must go further in adapting their online and offline marketing approach to their customer location and interests if they want to achieve customer engagement and loyalty.

Personalizing Your Marketing Strategy Means Maximizing The Value Of Your Marketing Campaigns

Customers love personalization. The power of personalization has been heavily supported by research by multiple marketing brands. According to research by SmarterHQ, 70 percent of millennials feel frustrated when brands send irrelevant emails. Also, 90 percent of consumers find personalized marketing very appealing. Taking the time to tailor your marketing strategies to your audience gives you a better chance of providing relevant and valuable marketing content that those interested in your brand want. With the right information comes a higher chance of sales. In fact, Salesforce estimates that customers are 2.1 times as likely to view personalized offers as important.

Realize Marketing Budget Savings With Targeted Campaigns

Adopting a one size fits all marketing strategy increases the chance of attracting bad leads. This means your marketing tactics will be ineffective in attracting your target audience or converting leads into sales. With a higher chance of your marketing strategies not gaining the required results, you will have to spend more money on redoing promotional campaigns. It also diminishes your sales projections. However, using targeted marketing helps you craft efficient market strategies from the start – eliminating wasted funds and resources.

To get marketing right, you need to listen to your customers, your industry, and your business. It may seem lucrative to follow leading trends and focus on consistency, but always evolving and adapting your marketing strategies to fit your target audience puts you ahead of the competition in one important way – in the eyes of the all-important consumer.