Figuring out how to market your products can often be challenging for those who are deeply trained in your industry. Most shoppers considering making a purchase have little knowledge of the science and engineering that back your products. Your marketing team needs to bridge the gap between what you know about what you make and how the consumer will come to need the product.
1. Focus On Speed
Marketing is all around us. If you have a smartphone, you are the recipient of marketing messages whether you want them or not. As technology expands, your marketing message needs to move.
You need a tech-savvy marketing team and a crack IT team to get your product out on as many platforms as necessary. If you don’t use the latest technology, make sure that your marketing leadership is fully versed in the platforms out there and how they reach different demographics.
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Partnering with a headhunter means your HR department will spend less time searching for perfect candidates. Headhunters have connections all across the country, allowing them to find more qualified employees from a pool of candidates that you may not be able to tap into on your own. They can also oftentimes be more skilled at locating quality candidates in specific niches, whether you’re looking for executives, IT, marketing, or HR professionals.
2. Consider Brand First
The personalities associated with your business need to be fully aware of their connection to your brand. One poorly chosen or off-hand comment can do your brand a great deal of good or harm, thanks to the speed of
Social media management will put a healthy face on your brand. Shoppers are looking for personal connections when they review your products and services. If your business message is very different from your personal quotes and comments, you may do a great deal of harm to your brand in a short amount of time.
3. Be Ready To Work On Micro Messages
A great deal of data can be shared in a single sentence or slogan. Tiny changes in text can catch more eyes, or send attention spans wandering away from your message.
Your marketing team will need to experiment with the impact of your message. Small changes can generate big results, but all of those responses will need to be tracked for the benefit of your ultimate goal. Due to the rapid nature of these short messages across cyberspace, the most effective phrasing will only benefit your business for a short time. Marketing teams need to be constantly creating new messages before beginning the experimentation process again.
4. Boost The Availability And Skills Of Your Tech Team
Your marketing team is likely filled with creative types who love to bounce ideas around. Your IT department may be just as creative, though quieter about the whole process. If your products can be sold online, make sure your IT team has the skills and the availability to quickly address challenges that will send shoppers away, such as
- broken links
- confusing payment fields
- poor captioning or confusing page layout
The best marketing team on the planet selling a product that everyone can use at a fair price cannot overcome a broken email link to a sale price. Once a consumer goes from a happy shopper to a disappointed potential buyer, your company’s image may start to suffer.
Obviously, there are challenges to electronic procurement that are not your fault. However, they can become your problem if not properly addressed and corrected. Your marketing department needs to have the freedom to be nimble and offer corrections, new discounts, and even apologies if things go wrong.
5. Remember Customer Service
No matter your sales volume, make sure that your clients can reach a real human being if things go south with a product or delivery. Back up your marketing team with real folks, on the ground, who can help unhappy clients.
Loop marketing back in on customer service as well. If a product that your company sold develops a glitch in the hands of the consumer, your marketing team can get in front of the message and let potential customers know that you are aware of the problems and are going to fix them. They can present that fix with a celebratory message, an attached discount, and a loyalty “thank you” offer.
Do what it takes to give your marketing team some flexibility and space to move. Support them with excellent technical people who have the availability to address sticky problems. Embrace the ever-changing messages that your team will need to share to grow your business.