Marketing techniques seldom work on their own. Given that there are hundreds of promotional techniques available to you, think in terms of combinations. For example, for a particular marketing campaign you could combine a website with a series of YouTube videos that have been created for specific landing pages. Google likes to find a video on a web page and this may help your search engine rankings. In addition to SEO, now that we have generative AI, you will of need to think about Answer Engine Optimisation.
When you receive a sales enquiry, always ask how they found you. With a little prompting, it is not unusual to find that the prospective customer has come across your name in several places, which is of course a good thing. “Oh, I found you via ChatGPT, subscribed to your newsletter and starting following you on social media.”
So which of these promotional techniques generated the sales enquiry? The answer is the techniques within which the prospective customer saw your brand name. Quite often, they will have see your name many times, in a variety of places, before they bought something from you or got in touch.
A specific response may of course be generated by direct marketing or a particular call to action. However, and this is the key point, customers are much more likely to react when they already know the brand name.
On this basis, my advice is to increase your promotional mix and to increase the frequency of communication.
Most of your messages float past in the breeze. Some of the messages are seen. Only a small percentage (typically 3%) of the members of any given market segment are ready to buy when they see your marketing messages. Therefore this is a numbers game. It is all about consistent communication, using a broad spectrum of communications techniques.
