Every business is unique. Depending on the product or service they provide, the demographics of their customer base, and the scale at which they can operate, the marketing needs of one company will vary wildly from another.
At InnoVision, we know each client’s uniqueness is their superpower. It’s why we’re one of the top marketing agencies in San Diego. By working closely together, we can develop tailor-made strategies that take our clients’ marketing to the next level. Curious about how it works? Here’s some insight into how we can meet your needs and develop a customized strategy.
Defining Success
All good marketing agencies first clarify what success looks like for each individual client when developing a new strategy. That doesn’t just mean a generic “grow the business” or “increase customer retention.” It means the agency looks at what your business goals are and implements marketing strategies to get you there.
It’s good to keep big-picture goals in mind, but it’s hard to gauge whether your strategy works if you only go off a general feeling. You have to sit down and come up with a specific, measurable goal. Do you want to increase the number of people subscribed to your newsletter? Boost sales for a specific product? Increase traffic to a new online store?
Whatever your goal is, it needs to be something you can later track with the data you collect throughout the campaign. Then, you can definitively determine whether your strategy is working or if you need to revise your battle plans.
In-Depth Market Research
Before you put yourself out there, you need to understand the field you’re competing in. Market research can give you the lay of the land and help you determine the most effective way to position your business. It’s one of the first things marketing agencies do when building a campaign, and for good reason.
Using services like Google Trends, we can see whether interest in similar products or services is growing. We can also see keyword metrics so we can determine which search phrases get the right amount of attention without being overused.
In addition to pulling statistics, another important part of market research is looking at the competition. What have other businesses done that’s worked, and what hasn’t? What can we learn from them?
Finally, we can put our feelers out into social media and see what’s in the conversation. If your business is part of a broader community, we can monitor what’s rising and falling in popularity. Market research can tell us all of this and more, helping us design a strategy specifically suited to the circumstances around us.
Analyzing Target Audiences
One of the strongest tools marketing agencies in San Diego have at their disposal is data. As you interact with customers through social media, marketing campaigns, and your website, you can collect a vast wealth of information about who they are and what resonates with them. All of that data can be aggregated together and used to create what’s known as a “buyer persona.”
A buyer persona doesn’t reflect a specific person but rather a broad impression of your audience or segments of it. It’s a representative sample, helping you understand the broad trends of customer behavior. You can use it to determine age ranges, where they live, what kinds of products they care about, and more.
With this snapshot of your audience, you can more accurately target your marketing strategies. This not only increases the efficacy of the campaign, but it also saves you money. When you know the kind of person you want to reach, you can focus your efforts solely on them and eschew broader targeting that can eat into your budget. With a clear buyer persona, you can easily find your people.
Leveraging Marketing Insights
Data isn’t just for helping you understand your customers but also for understanding the marketing strategy itself. You can learn plenty of things from your data, like what time of day garners the most engagement on Instagram or what phrasing in an email subject line helps increase the open rate. The individual points are interesting, but the real power lies in the picture they paint.
By viewing all the data collected, we gain marketing insights. These insights are invaluable in telling us what parts of a campaign worked and what parts need improvement. This is also where those goals we set earlier come back in. With a specific and clear goal, we can look at our insights at the end of a campaign and see exactly how things went. Using data to determine whether we met our goal is crucial to analyzing our initial strategy and planning those strategies to come.
Iteration and Reiteration
When you’re clear about what success looks like for your marketing strategy, you’re also clear about what it doesn’t look like. The truth about any good strategy is that it’s not necessarily about getting it right the first time; it’s about staying agile and trying things out until you find what works. More often than not, your first attempt won’t be as successful as you’d have hoped. The key is not getting discouraged but seeing failures as opportunities to learn and grow.
At InnoVision, we’ll work with you to develop a plan and test out a wide array of different approaches. We can help you hone your audience targeting to ensure you’re reaching the right people at the right time with the right information. We can A/B test different approaches to get comparative data about what resonates with your customer. We can draw on our industry expertise to predict what will or won’t be a productive avenue of exploration.
Whatever your goals are, InnoVision can work with you to find the best way to achieve them. When you’re ready, contact us to get started. We look forward to diving in together!
