Information is highly valuable. Nearly all promoters know that content is the lifeblood to all which is possible but content in and of itself is essentially in a dormant state unless it can be brought to life.
A clear plan and strategy are critical components. Understanding how and where to use the content becomes the key.
For instance, it would be a complete waste of time and money from a seller's point of view trying to peddle eggs to a chicken farmer. Likewise, one wouldn't think it's a good idea to sell ice to the Eskimos, even though that term is used as an accolade to great salesmanship if successful.
Aside from stating the obvious, marketing products are not so cut and dry. It often takes a great deal of thoughts and efforts in trying to differentiate one brand from another. A successful promotional campaign needs to backed by sound marketing strategies.
First and foremost, unless the company is a unicorn, it has to know where its strength lies and its own unique position in the market and competitive advantages.
Case in Point
For example, a smaller company that makes furniture might face fierce competition with large retailers so it may need to position its brand by promoting to a specified demographic.
A company that makes furniture out of only beech wood is less common.
A company that makes only living room and dining room furniture out of beech wood becomes even less common but also restricts its offerings.
A company that makes only hand-crafted living room and dining room furniture out of locally-sourced beech wood, and, on top of that, also offers customized options such as application of wood stain and upholstery fabric selections with guarantee delivery within one week is pretty rare. So - BINGO!
And there could be more selling points by doing a bit more background research. Sources such as this one from the Mijatovic wood importer indicates that beech is a hard, strong and heavy wood and has many benefits.
A successful company needs to have a clear business goal to sustain its growth over time.
Think of the "Brand"
A company needs to have a clear identity to position itself in the market - a logo or some kind of identifier is a first step for allowing customers to easily recognize and remember.
Sometimes the brand can just be its company name like Uber or Coca Cola. It the name is lengthy, it's good to create an abbreviated version for ease of people to recall. For example, Beechwood Master Carpentry is a mouthful but in its abbreviated form as "BMC", it's much easier to articulate and visualize as a brand.
So Where Are We Headed?
This is the fun part. Once the company has positioned itself, it's time to market to its intended clients.
Research the Market, Test the Market
Researching the market require a clear understanding of total available market (TAM), Yoy (Year over year) market trends, buyer behavior.
For example, data of furniture purchases by the types of wood would be quite useful. Sometimes business may be formed because of the success experienced by its founders and their passion for beech wood furniture.
To test the market, one must know its target audience. For example, data acquired from market research may reveal that all potential buyers are home owners located in the East Coast age 50+.
Having equipped with such valuable knowledge, the company can start to craft the content and develop material for various promotional campaigns. For example, an elegant and professionally designed catalog or eCatalog will need to be created, videos that highlight the company and its products are also helpful. Such content can be promoted on the web, targeted ad campaigns, and via social media channels by demographic, interest and as well as participating in home and furnishing shows.
Continue to Collect Data and Improve the Brand
Marketing never ends. Ultimately, the goal is to drive more product sales and create a brand by identifying its customer base. Positive reviews and word of mouth are equally powerful in such case. Website needs to have relevant and engaging content that appeal to the company's intended customers and allow them to take actions.
The cycle continues and as trend changes and technology advances. It's equally important for marketers to stay on top of the game by watching what's taking place in buyer preferences and implement the effective methods and tools to reach its intended customers.
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