Marketing Trends or Marketing Message?

Marketing Agency, Manchester CT

Which is more important? Marketing Trends or Marketing Message? We seem to get dozens of questions from confused business owners about what marketing trends they should be following. They’ll truly get stuck in the weeds over this, often to the point of not making a decision at all. They’re hearing from various sources about the latest marketing tactics and whether or not they should be engaged in those tactics. I even had a client make the following statement about email marketing: “Email marketing is so last year. I want to know what’s next year”. I found this to be a particularly odd statement, seeing as email is still one of the highest converting methods of marketing.

I’ve seen a lot of articles written, especially at the beginning of the year like “37 Marketing Trends You Can’t Ignore This Year” or “20 Trends in 2020 That Will Launch Your Marketing Program”. Many discuss things like artificial intelligence, chatbots, influencer marketing, geo fencing, or micro moments. If you don’t know what most of those mean, don’t worry. You’re not alone. So, it continues to leave business owners with the question, “should I be following the latest marketing trends”?

Our short answer is…maybe. But that’s certainly not where to start or focus on with marketing.

What should you do?

With regard to marketing, there are most definitely basic things we want you to be doing: updated website, SEO, social media, and video. These are very important to be found and look legitimate on the internet. Some of the other things mentioned above might have their place but when you are putting together a comprehensive marketing strategy, there are some things you need to focus on prior to tactics.

First and foremost understand your ideal customer.

Learn everything you can about them: their habits, where they get their information, how much they embrace technology, and how they like to be communicated with. This is vital. Even though you may have several different types of clients, we want you to design all your marketing for your ideal client.

Second, create messaging that will resonate with them.

A lot of people fall down here with their marketing efforts. Other than understanding your ideal client, there is no more important aspect of marketing than creating the right message. Some try to get too clever with it. Some try to reach multiple types of prospects with one message, and some will create messages they themselves like but doesn’t resonate with the target audience. Please spend the proper time and effort on messaging. It will make or break your marketing plan.

Next, make sure you have a solid sales plan in place.

I’ve known a number of business owners who hope that marketing will take the place of sales. It doesn’t. You still need to be having sales conversations with prospective customers. Sales and marketing will feed each other. Moreover, a working sales strategy will have a direct impact on the types of marketing you should be doing. There will always be a need for someone who can sell in every organization.

Don’t overcomplicate.

When you find a few things that work well with your target audience, stick with them. This is especially true if you’re doing your own marketing and not using an outside business development company. Don’t get too fancy. It becomes too difficult to measure what’s working and what isn’t.

Finally, after you’ve found some staple marketing tactics that work, don’t be afraid to experiment. You can try chatbots and other things to see if they’re right for your business. We’d never discourage you from trying different tactics but only after you’ve created the right message for the right target audience. This will take time and patience, but it will be well worth it.

Feel free to contact us if you have any additional questions

E Circle Marketing is a Marketing Agency located in Manchester, CT.


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