What is a successful marketing strategy?

The most effective marketing strategies are those that are targeted toward a specific audience, focused on key benefits based on the audience's point of view and interests, and delivered at an appropriate time – when the audience is most likely to be attentive to and interested in the message being delivered.

smallbusiness.chron.com - Most Effective Marketing Strategies - Small Business - Chron.com

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Every small business is interested in creating an effective marketing strategy. The most effective marketing strategies are those that are targeted toward a specific audience, focused on key benefits based on the audience's point of view and interests, and delivered at an appropriate time – when the audience is most likely to be attentive to and interested in the message being delivered.

Specific Customer Targeting

Effective marketing is targeted to a specific, not a general, audience. For example, you might target younger, affluent women, or you might target women with children, depending on your brand's benefits. Your might target the bargain-conscious demographic, or instead go after consumers who are willing to spend more for the best products in each category. You might target new homeowners with little lawn care experience, or serious DIYers who know how to perform more complicated yardscaping tasks.

Focus on Benefits

It can be difficult for small business owners to view their business and their products from the outside in, but that's exactly what they must do if they hope to be successful in their marketing efforts. Marketers need to learn about and consider audience needs and concerns, and identify potential objections that they can work to overcome in their marketing efforts. In doing so, they can identify key benefits to focus on that will be attractive to the target audience. For example, instead of focusing on the ingredients of your toothpaste, you would focus on telling parents that your toothpaste prevents cavities in children. Instead of telling consumers about the technical aspects of its automated braking system and air bags, and automaker would create advertising messages around the safety of its cars. Many food makers sell convenience for home cooks as opposed to the specific ingredients in the dinner package. Other food marketers sell the benefits of health or local sourcing.

Timing of Your Messages

A message about female incontinence delivered through a poster on the inside of a restroom door stall is hitting an audience at just about the perfect time. The same message delivered on an overhead announcement at a mall would probably not have the same impact. Effective marketing seeks to reach audiences when they are most likely to be open and attentive to the message. Because small businesses can't afford to use every type of marketing channel, they need to think carefully about their delivery mechanisms – newspaper, radio, TV, social media, and others – and consider whether messages are being conveyed in the right place, at the right time. Free social media tools like Facebook, Instagram and Twitter let you take advantage of immediacy to take advantage of trend, events and other time-sensitive issues that can help improve your messaging, points out Inc. magazine.

The Other "3 Ps"

Don't forget that marketing is made up of the "Four Ps" of product, price, place and then promotion. Different parts of marketing impact each other, so your planning should be a team effort among your accounting, sales, product develop and marketing departments.

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Who are Next Gen leaders?

wpp.com - NextGen Leaders – a WPP series

NextGen Leaders is a 10-week hybrid learning series for early-career talent across the globe. The programme is designed to introduce you to WPP, the industry at large, our people, the work we produce, and what it is like to work at an agency. Now in its third year, this first-of-its-kind learning experience will give you access to experts across WPP, our clients and partners, and provide you with opportunities to gain hands-on experience working on real client briefs across our offer to clients, including communications, experience, commerce and technology. 50% of participants in the US and UK identified as Black, Asian or LatinX

60% identified as female

11% identified as LGBTQ+

8% identified as having a disability/neurodiversity

We invite you to join us whether you are creative, love numbers, have fun with your social media, spot cultural trends before they take off, are the planner within your circle of friends, are motivated by social change and helping others, or if you are simply curious about what we do.

Registration for the Summer 2022 programme is now closed.

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