A marketing strategy will help you focus. It will identify the different ways you can talk to your customers, and concentrate on the ones that will create most sales.
It tells you what to say, how to say it and who to say it to in order to make more sales. Because timing is critical, it will tell you when to say it, too.
Knowing your customers
There’s no substitute for knowledge. Experience and regular two-way communication will tell you a lot about your customers. But targeted market research will build a more detailed picture of customer segments with similar needs. It will help you understand how to target these people so you’re not wasting time on people who aren’t interested in your offer.
But you’ll also need to understand how your market works – where do your customers find out about your offer, for example? Your strategy should cover how you measure up against the competition and what new trends to expect in your market.
Understand your USP
Take every opportunity to stress the benefits to your customers of buying from a small operation, and include the message on all of your marketing materials – even the packaging. Concentrate on quality and exclusivity: you might be family-owned, for example, use a handmade process or provide bespoke goods or services.
Provide a quality service
This could include making a list of your regular customers and keeping them up to date with your products, services, offers, and news about the business. You could do this via an email newsletter as well as in person. Make an effort to attend local events, such as markets, as well.
Create your marketing plan
Crucially, it will also tell you when to talk to your customers. Timing your activities to fit their buying cycles will save money and maximize sales.
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