Ambition, hunger and support is the secret to brand growth
In a crowded marketplace, ambitious businesses flourish despite the odds. Whether it’s becoming one of the most widely recognised performance bike brands or the most popular entertainment destination, their success, according to AdRoll Country Manager JC Mignon, often stems from the same root; a marketing strategy that fuels growth.
This can be a daunting task for businesses because a lot goes into building your marketing strategy. You need to identify your ideal customer, research competitors, identify your key differentiators and from that, come up with the tactics and messaging that will drive growth. Where do you start? With the customer…
“We’re all about our customer” is a phrase you hear called out a lot but to truly deliver on that promise you need to know who your customer is in the first place; where they are, what’s important to them and where they like to shop online are some of the things you need to understand in order to build a persona of your customer as a basis for identifying new audiences. Use website analytics, talk to your customers and understand what they’re viewing on your website are all easy actions you can take to achieve this.
Nothing happens in a vacuum which is why you also need to understand your competition; who they are and how do they market themselves? This helps you figure out what they’re doing well, pinpoints gaps in their strategy and determines how you can take advantage of this in your own activities.
It’s not all about you but you still need to know what sets you apart from your competition. Look at what’s authentic about your company; small details on how you make someone’s life easier, really matters when setting yourself apart, like the team at HashChing. Don’t try to differentiate on technology or price, as they’re easy to replicate, and map them to your ideal customer profile to help tell your story and to make it really authentic.
Once you’re done with your research, what do you do with it? You develop a marketing strategy, which is your gameplan for reaching new audiences and turning them into customers. As with any gameplan, you need to know the players and what your strengths are because this helps you build your value proposition, which is essentially what you stand for. For Claudio Shirts, it’s all about having a shirt that’s as unique as you are, which is why every one they design tells a story and is a limited edition. From there you can craft your message, set your goals, fix a budget and create your plan.
Where to from here? You then need to decide on your tactics. Even if you’ve agreed that digital advertising makes sense, how do you decide on which platforms and channels to use, how much to spend, how to measure success and where to start in designing ads? This can all seem very overwhelming which is where platforms like AdRoll can help in making display, social, and email advertising work together seamlessly.
Don’t let perfection get in the way of good. Your ads and messaging don’t need to be perfect to execute your tactics. The important thing is that you learn by doing. Test different ads and messages, track what works best and iterate to improve results and performance. That might seem obvious but you’d be amazed at the amount of brands who don’t.
Don’t try to do everything yourself. When you know your customer, your competition and what sets you apart and have built your marketing strategy and decided on the tactics you want to try to achieve your goals, you’ll need help to bring all of this to life.
That’s where a Growth Platform like AdRoll comes in. What the heck is a Growth Platform I hear you shouting at the screen! Well, AdRoll brings together everything ambitious brands need to grow: the insight to find the right audience from the 1.2bn digital profiles we have access to, the resources to create the right message, the reach to deliver that message through more than 500 network partners across device and platform, and the analytical tools to guide key marketing decisions. All of which adds up to more quality traffic, more sales, and more meaningful connections with your customers.
You run your business and AdRoll will run your marketing campaigns. Get $100 off your first AdRoll campaign! Simply open an AdRoll account and use the promo code MUMBRELLA100 when you’re setting it up. Offer ends 31t July 2019. T&C’s apply.