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Applying good marketing strategies is one of the tasks to be fulfilled by many companies. The mere presence in social networks does not guarantee that a brand can sell what it wants or deserves. It is essential to know in depth all the details related to this area in order to work efficiently along the way.
It is common to observe that the use of marketing techniques by companies is not giving the expected results. The use of tools and methods without a defined structure leads to the breakdown of these actions and results in frustration and little progress for the brand. The good news is that it is never too late to recognize the problems and adjust tasks to ones that are truly beneficial.
In order to make all this go as smoothly as it should, applying self-motivation is very important, but even more important is to know the challenges of marketing in order to have a clearer notion of what to expect after recognizing each aspect of marketing. Today we will look at 4 of them to get a better grasp of what marketing is all about.
Not being clear about whom the ideal customer is
Having the ideal customer defined is one of the first actions to be taken to ensure that the product or service being sold reaches the right place. This implies that they will be received in a better mood, with a willingness to pay the price for what it is worth, and with enthusiasm to repeat with the brand or recommend it to acquaintances.
The biggest problem with brands is that they think their product or service is useful for everyone and that everyone will be excited to buy from them. Maintaining this approach is problematic and, on the contrary, has the opposite effect.
When you know the problems, desires and interests of your ideal customer you will be able to structure a clearer sales message that will help you sell to the right person and therefore your marketing efforts will bring better results.
Explain the product or service
The second challenge is very clear. Brands strive to expose their product or service through an infinite set of features that are difficult to assimilate and that do not work on the emotional aspect of their ideal customers. As a result, the people on the other side, the future buyers, do not feel the desire to buy.
This problem is easier to solve than you might think. By having a clear profile of the ideal customer, you will already know in detail what they are interested in, and you can focus the details of the product or service on what they want to read or hear. A very valuable trick in this area is to take advantage of the features to associate them with benefits that are easier for users to assume and understand.
It is also important to use language that is in line with the customer. In other words, explain everything from the user’s point of view and not from the brand’s point of view.
With the advent of the internet, business visibility should not be a problem. However, reality tells us that this is not the case. The main reason is that promotional efforts are ineffective for two main reasons. The first is that they are executed without a defined strategic plan and the second is that promotion is carried out only on the basis of exploiting how good the brand is, leaving aside the interests of the audience.
For a business to be visible, it is essential to take actions that allow it to be in the right medium using the right resources. Of course, this means having a presence on social networks, but it doesn’t end there. It is also necessary to have a website, advertising in offline media, etc.
Although it may not seem like it, this is one of the tasks to be fulfilled that will offer the best return because the investment is usually not very high and in return you get a significant number of potential customers and even sales that are closed with little effort.
For example, it would be unfavourable for a hotel to have a presence on a social network such as LinkedIn for promotional purposes. However, it is almost obligatory to have a place on a website such as TripAdvisor, which is the source that everyone turns to when looking for something related to tourism.
Although it may not seem like it, price is also often a tricky issue to address when it comes to brand sales. Setting the right price relates, in the minds of business owners, to a mathematical formula that is run according to the cost of the raw material and the profit they want to make.
However, this is far from reality. Price is a marketing factor and is determined by the amount of money that people (ideal customers) are willing to pay for what is being sold. Many factors play a role in this.
One of the most common examples is a cold drink, e.g. a soft drink or a bottle of water. On a cold winter’s day it is very likely that people will not be interested in such products, and they should be priced more in line with reality. But what happens on a hot summer’s day when temperatures are in the 40s? Well, of course, people are willing to pay anything to cool off.
It is also a good idea to carry out a survey of what your competitors have to offer, as this will give you a general idea of how much money people are willing to invest in that type of product or service. It is important that the assessment is made taking into account similar living conditions.
All these factors are fundamental when working with a brand today. While it is true that the internet has provided many opportunities to make a business known, it is also true that competition is tough, and it is essential to do things right in order to be successful.