The not-so-secret sauce: three simple steps to better marketing

Many organisations view marketing as some sort of dark art that only a select few are able to harness and exploit to their advantage. Well, there are certainly no magic wands here at Asgard – but we can share three things that are guaranteed to elevate your existing efforts and supercharge your results. 

  • 13th June

With so many marketing channels, tactics, and strategies to choose from, it can be challenging to know where to start or how to optimise your efforts. That being said, we always find ourselves saying the same thing to clients: the key lies in focusing on the fundamentals, executing them well, and actioning them consistently. Let’s explore these three essential steps to better marketing, and how they can help you achieve your goals as well as drive growth. 

Sort your fundamentals 

Before diving into the intricacies of marketing tactics and campaigns, it’s essential to sort out the fundamentals that will serve as the foundation for your marketing efforts. First and foremost, understanding your target audience is the cornerstone of effective marketing. Take the time to research and define your ideal customer personas, including their demographics, interests, pain points, and buying behaviours. This information will guide your messaging, channel selection, and overall marketing strategy, ensuring that your efforts resonate with the right people. 

Clarifying your value proposition is another no-brainer. In a crowded market, your VP is what sets your business apart from the competition and can make the difference between standing out from your competitors and being lost in a sea of noise. Clearly articulate what makes your products or services unique and valuable to your target audience. And if you’re struggling, seek help form the experts (our Value Proposition Design Workshop has helped dozens of businesses to focus their efforts). Your VP should be concise, compelling, and most importantly, consistently communicated across all your marketing channels. 

Finally, it’s imperative you establish your brand identity, which should encompass your company’s name, logo, colour scheme, tone of voice, and overall visual and messaging style. A strong brand identity helps you build recognition and fosters trust and loyalty with your audience. Invest time and effort into developing a cohesive and authentic brand identity that resonates with your target market. 

Execute them well 

Once you’ve sorted out your fundamentals, it’s time to put them to good use. But let’s not get carried away… It’s far better to do less marketing that looks great, presents you well and connects with the audience as opposed to lots of marketing that misses the mark. And crucially, great doesn’t mean expensive – it just means taking the time to craft what you say, choose who you say it to, and take care that it looks right.  

Start by developing a comprehensive marketing strategy based on your target audience, VP, and brand identity that outlines your goals, channels, tactics, and metrics for success. This strategy should guide all your marketing efforts, ensuring alignment and focus. 

It’s then time to start focusing on that all-important content. Develop a content marketing plan that includes a variety of formats, such as blog posts, social media updates, videos, infographics, and whitepapers. Ensure that your content is valuable, informative, and engaging, addressing the needs and interests of your target audience. 

Finally, do yourself a massive favour and make sure all your digital assets are optimised for search and user experience. Implement search engine optimisation (SEO) best practices, ensure your website and digital assets are mobile-friendly, and prioritise a seamless user experience across all touchpoints. 

Action them consistently 

Marketing is never a ‘one and done’ endeavour. It’s an ongoing process, and consistency is key to achieving long-term success.  

Central to this is creating and sticking to a content calendar will help you maintain a consistent presence across your marketing channels. Plan your content in advance, ensuring a steady flow of valuable and engaging material for your audience. 

It’s then essential that you regularly monitor and analyse your marketing metrics, such as website traffic, lead generation, conversion rates, and social media engagement. Use this data to identify areas for improvement, optimise your efforts, and make data-driven decisions. 

The goal here is never to ‘set it and forget it’. You should prepare to adapt your strategies and evolve tactics as needed to ensure their continued effectiveness and relevance. To help with this, stay updated on industry trends, consumer behaviours, and emerging technologies, so you’re never short on something to say. 

It’s marketing – not magic 

By following these three steps, and perhaps even engaging with a marketing agency like Asgard to help boost your efforts, you’ll be well on your way to better marketing that drives real results for your business. Remember, marketing is a marathon, not a sprint, and success often comes from consistently applying the fundamental principles while remaining agile and adapting to changing conditions. 

For more details on how you can get your marketing into shape, get in touch with the Asgard team today.

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