Mauricio Romero
We have helped a lot of businesses overcome their marketing and sales issues. Discover the most common marketing mistakes that small and medium companies have.
What problems do we help our customers to overcome?
All businesses should make a proper investment in their marketing. There are so many options to develop their brand and sales. Because companies have limited resources, they should invest intelligently in the Strategy and tactics to deliver better results.
As we talked to more business owners, we detected that there are common mistakes:
1 Company invests in paid advertising on search engines and social media with poor results.
Many of our clients started to spend from $2,500 to $15,000 per month in paid advertising. So they can see the flow of likes, impressions, and clicks, but they don't see leads.
Why is this happening? They are investing in tactics without a strategy behind them. Strategy always comes first and then chooses the tactics to deliver the results.
Which tactics are the most common?
Paid search, paid social media, cold calling, website design, SEO, CRM, email marketing, you name it. However, suppose you don't have a strategy and a complete understanding of how each tactic modifies the outcome. In that case, you might be investing in just one or investing too much in one of them without the proper mix.
How do we solve this problem?
Strategy! First, you need to understand who your best customer is, make a profile of that customer and discover why he is happy with us and why we serve him so well. Then think of how he interacts with the media channels and when he has a problem, how does he search for the solution and make a buying decision. These elements of the Strategy are:
You will need to develop a whole strategy before choosing the mix of tactics:
- Content marketing
- Nurturing clients
- Lead engagement and storytelling
- Optimization
- Marketing automation
- Technology, CMS, CRM
- Social publishing
2 The approaches companies used before for marketing and selling don't work.
We don't interact with the mass media as we used to, and we don't use social media for solving problems or searching for products. These approaches are for brand awareness, and it is a great idea to build brand awareness, but the main goal is to have leads and then turn them into customers.
This is why digital marketing is so good at attracting people searching for solutions. They detected a problem and used a search engine to research an answer. As a result, they are active and willing to buy.
We help our customers to understand this process with a methodology that involves Inbound Marketing and Content Marketing. For example, suppose your content addresses every question your ideal client makes to a search engine in an unbiased way. That answer will help them understand how your solution works and achieve the desired result. In that case, you will get tons of traffic and new leads to your website.
3 The companies aren't seen as the best teachers/leader in their space like they need to be.
A lot of companies don't invest enough in their website. We are tired of speaking with salespeople; instead, we want to talk to subject matter experts to help find a solution for our problem.
Have you ever felt your website sucks and makes your company look like a small one and doesn't reflect what you really are?
Content is the most important tool to tell your story, educate customers, generate trust for your leads, stockholders, employees, and your industry.
Understanding your audience, your buyer persona, and how they make decisions will make a strong strategy with proper tactics that will give you great results.
Having a strategy focused on your Buyer persona will help you reach the audience you need when they are looking for your solution. You will develop great content for them that will be educational and helpful. Your leads will understand how you can help them solve their problems. They will be willing to talk to a salesperson, who should be beneficial and a subject matter expert.
Try to find a digital agency that can help you with Strategy before tactics!
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