What makes a marketing initiative successful

Small and medium-sized business are constantly facing threats from larger players. Availability of digital platforms has provided a level playing field for SMEs to overcome some of the traditional barriers. Many companies are taking advantage the new world tools to succeed. But having access to the digital variety alone is not a guarantor of success. The fundamentals of the business must remain strong. In the following section, we discuss few elements of a successful marketing strategy and a thriving business presence.

  • Clarity of vision

The outcome of all your research must yield a clear path for success. Once you can see where you want to go, the journey becomes easy. The same must be communicated to your team so all are aligned to achieve the same objectives.

  • Competitor research

Even if this exercise takes time, complete it. Document your strengths and move ahead with confidence.

  • Logo

The logo must be memorable and the elements of the symbol must be clearly visible. The meaning or motive must come across clearly. The elements of your logo, the colors and the shapes, determine the rest of your visual communication strategy. Your website design and layout generally follow the style of the logo.

  • Visual communication

The uniqueness of your brand comes across if you use visuals effectively and memorable. Some brands have recall value purely based on their visual strategy and intelligent conversations.

  • Value Proposition

The messages that go out to the audience must be crystal clear. What you do, how you do and deliver must be clearly communicated in all your messages. It is best to keep it simple and easily understandable.

  • Marketing outreach

Email marketing nuances must be mastered before you begin mass mailing, in search of prospects or customers. Nurture your leads through communication and collaboration. There are many platforms that can help you create attractive emails and you can also track whether your customers have opened the messages, and what content they viewed, through the tools link tracking and analysis features.

  • Brochures

Make sure you have printed brochures as well as digital content to reach your prospects. The content must be consistent across all your communication components. Call to action must be clearly visible for readers to reach out to you without any hassles.

  • Websites

In a mobile-driven world, it is best to have a responsive website. Such websites are easily accessible on a mobile device. The layout of the website is automatically modified to suit the device on which it is being browsed.

  • Search Engine Techniques

Your website must conform to the technical infrastructure requirements of the search engines. For example, search engines crawl the web to locate the content, based on the name of the web page, the headings and sub headings, the relevancy of the content, the file naming conventions, the interlinking features of the web page and many more factors. Based on such factors, the website is ranked.

  • Analytics

You can access several tools to analyze the web traffic of your website: who visited, what they viewed, what links were clicked etc. This data provides you an insight to modify or update your website intelligently.

  • Trade shows

Meet your prospects in tradeshows and industry events. It is worthy to have face time with your intended audience to understand their needs, desires and concerns. Such meetings result in immediate recognition of your brand and instant actions by the prospects.

  • Communication tools

Always have someone take the calls or respond to emails without delays. Several social mediums are available to capture your leads. Have a Contact page on your website, where readers can leave their messages and ask for information. The Smartphone era has opened instant messaging capabilities and are already being effectively used for business interactions.

  • Blogs

Maintain the professional journeys through blogs. These communication channels provide your readers to understand your progress in the business and be in touch with you. Your thought-leadership reflects in your communication and you don’t have to employ expensive resources to maintain blogs. Blogs also help you get found by search engines, improving your digital ranking.

  • Social strategy

Engaging with the external stakeholders must be calculated and purpose driven. Make sure to use the relevant medium for the appropriate purpose. A single wrong move can backfire and one correct move can fetch you the benefits.

You may have all the tools in the world, but they are still just tools. Your business vision, your legal compliance, quality processes, your customer orientation, service capabilities are paramount to sustain a successful business. In the next blog, we will discuss the legal aspects and responsibilities of owning and running a business.

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