Updated: May 9
The Wharton Business School's research into the local marketing climate highlights an omnichannel approach as one of the dominant trends in Philadelphia going forward. Luckily, you can lay the groundwork for taking advantage of that by yourself. If you haven't had the chance to build a full-fledged marketing department just yet, don't fear.
Understanding Different Marketing Channels
The first thing you'll need to do is understand how you're going to reach your prospects or where they'll learn about your business. These are referred to as channels in marketing. Online channels require the use of the internet, and they include ads on social media, video streaming sites, or blogs and general websites. These can be geotargeted so they only appear to people in the neighborhoods where your likeliest customers live.
The trick to finding out which online channel to use is discovering what your audience likes to do on the internet. For offline channels, you need to find out where your prospects tend to visit physically. Ad Quick gives you information and prices for booking different out-of-home advertising channels such as billboards and telephone poles.
Crafting Messaging that Captures Attention and Resonates
After deciding how you'll reach your audience, you need to figure out how you'll get your points across. That's known as messaging, and it focuses on the main feelings and ideas you want potential customers to retain after an interaction with your brand. The appropriate messaging depends on your brand identity,
the demographic you're targeting, and the channel. For example, while a channel such as the yellow pages on The Daily Pennsylvanian allows for a long and reasoned argument, telephone poles require short and sweet messaging.
One crucial aspect of your messaging and marketing strategy should be differentiating your positioning and how you communicate. Similarly, talk about what makes your product or service stand out from competing businesses here in Philadelphia, PA. To do this successfully, it's essential to reevaluate your customer's innermost pain points and how your offerings address them. Once you know all this, you can structure digital marketing campaigns that resonate with your prospects. Be sure to merge your content and digital marketing, which creates opportunities to build rapport and sell your value proposition within the first few touchpoints.
Measuring How Well Your Marketing Has Performed
At the end of the day, your marketing efforts have to bring in leads and ultimately sales. That's why it's crucial to see how much new business each campaign is generating. For online channels, you can use URL parameters, which track how many people clicked on an ad or offer you were running. You can then analyze the data in a tool such as Google Analytics to see how many conversions or assisted conversions the campaign has facilitated.
And for offline campaigns, you can use unique identifiers such as special discount coupon codes customers can use in-store. After noting how many you've received, you can get an idea of the campaign's reach and whether it has resulted in meaningful business impact.
Getting in Front of Your Market's Eyes
There are various ways to reach your customers and convince them that your product is right for them today. Speak to the team at Nytro Marketing for professional help with elevating your brand.