‍Are your marketing efforts costing you time AND money?

A lot of businesses take a piece-by-piece approach to their marketing and end up with less than desirable results. Most of the time, they find it near impossible to measure their results anyway and they end up scrapping whatever marketing plan they had in place.

The truth is though that marketing is a big picture part of business, so no singular effort is going to gain the results that a business really needs. That’s how we approach marketing - from a bird's-eye perspective - looking at the business at a whole and breaking it down into manageable tasks that intricately relate to each other.

There are three parts to building a marketing model that will actually give your business the results you're after: your messaging, your marketing funnel and your cost model. Let’s break these down…

Customer Narrative

Your customer narrative is the messaging framework you use to talk about your brand with your customers. Most businesses have a framework of sorts - but it’s largely made up of their boasting points...“best catering company in Queensland” and “85 years of experience in the industry” and “Only one of its kind in Australia”.

What is missing entirely in this framework is your customer… Customers aren’t very interested in these boasting points, they’re interested in HOW you can solve their problem. By positioning your customer as the hero of your story, you’re giving them a way to connect with you in a more meaningful way. When you’ve established this connection, you can then put yourself forward as the guide that can help them solve their problem. 

Customer Pathway

Your customer pathway is the marketing funnel built specifically for your business that outlines how your customers move through from first becoming aware of your business to buying from your business and then to becoming a raving fan of your business. It is important to understand the processes you have in place that move customers through this, and then help guide them through with purpose built touchpoints, and carefully crafted messaging. 

A marketing funnel has 6 stages: awareness, consideration, conversion, excite, ascend and advocate and through those stages, there are strategies you can use that tie into each stage that increase your chances of moving a customer from the top of your funnel to the bottom. Some common strategies include email automation, paid advertising, social media marketing, content marketing such as videography and even merchandise. 

Customer Cost

There’s no point in investing in marketing if you don’t have a model for costing. Without a customer cost model, it’s difficult to justify your marketing investment and almost impossible to measure the success of your marketing.

Start with how much money you can assign to the value of just one customer, how much you can spend to acquire that customer and where you need to invest that money so that you can get the best result possible. 

From there, you can reverse engineer your customer pathway and invest your marketing budget in the areas that need improvement. 

Once you’ve built out these three parts of your marketing model, you can then break each one down into smaller, more manageable tasks and start improving your marketing results.

If you’d like help activating your digital marketing strategy for your business, you can book a marketing review here.

During the review, we’ll consider your business growth goals and current challenges limiting that growth. We’ll then create a marketing strategy in response that considers which marketing activities to prioritise, and when. Finally, with a clear marketing plan, we partner with you as your marketing agency to execute the activities and provide monthly reports on progress.

Don’t leave your marketing up to chance - book a marketing review with The Brand Shop, and get clear about how you continue to grow your business.

‍