Blueprint for Success

Marketing has, since its inception, always been looked down upon, often resulting in business owners neglecting the area. The truth is however, that the Covid19 pandemic gave birth to an era characterised by rapid technological advancements, evolving consumer behaviours, and dynamic market trends. A common example being the utmost priority for an online presence.

As we navigate the intricate landscape of 2024, another truth remains steadfast: understanding your customers is paramount. The digital ecosystem demands companies to elevate their marketing strategies, weaving customer insights seamlessly into a meticulously crafted marketing blueprint.

It is safe to say that if you are reading this article, chances are you’ve been eyeing the implementation of an effective marketing strategy for a while now. Fortunately for you, this article introduces you to the right way to do so, offering you a comprehensive roadmap, filled with free value. It will cover everything from understanding your customers to building your company's own marketing strategy.

Do you remember the market analysis you conducted before starting up your company? We suggest you take hold of that document again; you’ll need it.

Now that you have it, take these 4 key questions into consideration:

1. WHO is your dream customers?
   
2. WHERE can you find them?
   
3. What BAIT can you use to attract them?
   
4. What RESULTS do you want to give them?
   

Now that you know who your dream customers are, where you can find them, the offer they won’t decline, and the results you both want, you can give yourself a pat on the back for setting the stage for a targeted marketing strategy.

A common rule of thumb that governs the marketing world is: the more you spend, the greater your return. Having said this, keep in mind that hiring a professional to do the job will allow your company to avoid this cost, thanks to their application of case-specific marketing strategies, who in turn achieve greater growth at lower costs.

If however you have time and capital at hand, you can play around with Organic Growth Strategies as well as their Paid Advertising counterparts.

Organic Growth Marketing Strategy

Organic Growth Marketing refers to the internal efforts of a company to increase sales through the creation of higher-growth-converting content and adequate customer conversion and retention tactics. The strategy is renowned for producing slow, but steady growth with large profit margins in the long run if done appropriately. The figure illustrates the points discussed in this section.

Understanding your audience was key for this passage, as we will now present you to a series of tactics used in the industry to boost reach.

Higher-growth-converting content - Social Media Engagement

Platform Selection: Identify the social media platforms where your target audience spends time and tailor your content and caption creation strategy accordingly.

Influencer Marketing: collaborate with influencers within your industry to create authentic and engaging content that resonates with your target audience. By harnessing the influencer's connection with its followers, you increase brand awareness, generate leads, and drive sales. When working with G2G Digital, we make use of our network of influencers and more to promote your company.

Higher-growth-converting content - – Search Engine Optimisation (SEO)

Quality Content: Develop high-quality, valuable content that resonates with your target audience. Focus on creating informative blog posts, engaging videos, infographics, podcasts, and other relevant content formats.

SEO Optimization: Implement on-page and off-page SEO best practices to improve your website's visibility on search engines. Optimize meta titles, descriptions, headers, and incorporate relevant keywords naturally within your content.

Customer Conversion and Retention – Social Media Engagement & Email Marketing

Social Media Engagement

Community Building: Foster genuine relationships with your audience by engaging with followers, responding to comments, sharing user-generated content, and participating in relevant conversations.

Affiliate Marketing: Consider implementing an affiliate marketing program to incentivise your customers to promote your products or services, expanding your reach and driving organic referrals.

Feedback Loop: Encourage customer feedback, reviews, and testimonials to gain insights into their experiences, identify areas for improvement, and build trust with potential customers.

Loyalty Programs: Consider implementing loyalty programs, rewards, or referral incentives to incentivize repeat purchases, customer loyalty, and word-of-mouth referrals.

Email Marketing

Segmentation: Segment your email list based on demographics, purchase history, engagement level, and preferences to deliver personalized and relevant content to subscribers.

Value-Driven Campaigns: Create value-driven email campaigns, such as newsletters, product updates, exclusive offers, and educational content, to nurture leads, retain customers, and encourage repeat purchases.

Conclusion - Organic Growth Marketing Strategy

This section of the article aimed to provide you with the most prominent tactics used in the Organic Growth space. If you decide to build your newly found strategy on your own, we suggest you get it checked by a professional before applying it, to avoid the hassle of applying it wrongly.

Paid Advertisement Marketing Strategy

Paid Advertising is a marketing strategy in which businesses pay to display their ads to a targeted audience. The strategy is renowned for its cost-effectiveness and high accuracy.

Digitally displayed advertisements gave business owners the opportunity that traditional advertising never gave them: unparalleled targeting capabilities. With their demographic-specific targeting, Ads can be shown directly based on interests, behaviours, location, and more, hence optimizing ad spend and maximizing Return on Investment (ROI).

On top of that, their provision of real-time analytics as well as their flexibility allow advertisers to cut costs when deemed necessary. Monitoring performance metrics such as impressions, clicks, conversions, and engagement levels in realtime gives an understanding of the effectiveness of the Advert. While the flexibility to modify ad creatives, adjust targeting parameters, test different variations, and launch campaigns across multiple platforms simultaneously makes room for cost-optimisation.

The volume of visitors directed to a specific website, landing page, or digital platform as a result of an advertising campaign coins the term “ Traffic”. Depending on your sales funnel, this “landing page”, where the traffic lands after interacting with the Ad, is either one of the final destinations of the lead’s journey or an intermediary. Its main purpose is to convert high quality traffic into leads or customers by encouraging them to take a specific action (CTA)

Conclusion - Paid Advertising Marketing Strategy

The diagram above shows that the most successful sales funnel requires you to combine Paid Advertising to Ad-specific landing pages so to increase chances of converting leads. In other words, when advertising, you need to take a moment to sketch out the highest-converting journey you want your lead to go through. For instance, this can be done through Retargeting Campaigns or Lead-magnet ads. When done well, this form of advertising will provide you with the greatest quality leads, at a high Return on Ad Spend (ROAS).

If uncertainty is clouding your ability to come up with such a strategy, consider booking a free call with a member of our team to revise your strategy.

Referring back to our rule-of-thumb, Paid Advertising usually yields higher returns than organic growth. To optimise results however, we tend to combine the two strategies.

Rest assured! We are committed to supporting you throughout this process. To help you travel through the evermore intricate marketing landscape, the G2G Digital Team decided to provide you with the same Marketing Strategy Template that we use for our everyday clients for free.

G2G Digital sends frequent sketches to its clients for explanations of key concepts and strategies

A key point is highlighted when looking at this complete marketing strategy. Even when conducting Paid Advertising, you need to cultivate your leads to increase your chances of turning them into paying customers.

Organically, this is done through a Customer Relationship Management (CRM) system.

1. Leads enter their details as easily as they forget about your product. Therefore, after a lead submits its details in the landing page, it is your job as the marketer to create an automated system that directly interacts with them.
   
2. The system used at G2G Digital most of the time is an introductory email sequence which then drops to a main email list, where a new sequence is started.
   
3. If you don’t own such a system, we suggest you do so as soon as possible. When you partner with us, this stands as an imperial priority, regardless of your business’ situation.
   

The other simultaneous way to cultivate your leads is through Paid Ads once again.

1. Letting your Ads go through a testing phase gives you the opportunity to revise what ads are your Winning Ads (thanks to their metrics).
   
2. As indicated on the top left of the diagram, this Ad should go through a Retargeting Campaign so to target leads closest to making the decision to pay for your product.
   

Throughout this article, G2G Digital has provided you with the blueprint to kickstart 2024 with the right marketing strategy.

The value supplied allows you to pick-and-choose between strategising Organically, with Paid Ads, or through both. You should adapt to the information depending on your company’s needs, time, and budgets.

To dive deeper into how to fuse together the actionable tactics to form a marketing strategy moulded to 2024’s needs, feel free to book a free consultation call with us!

To book a free call with us, press on this link.

We hope you enjoyed this article 😁. Until next time!

The G2G Digital Team