But it’s entirely possible. And we should know. We’ve been at it for decades, after all. There’s so much to be learned from what the most successful marketers do. There’s not any one silver bullet here – but we’ve distilled our expertise into our 10 Cs for marketing strategy optimisation. So, read on to optimise your own marketing strategy…and revolutionise your results.
1. Customer obsession
Generic pitches are like one-size-fits-all clothing: They don’t really suit anyone.
The best marketers in the business have a deep understanding of their customer base. They know their audience. They’ve researched their demographics, what makes them tick, what turns them off.
Why? Because this is the only way to make sure that their marketing messages will resonate with the right people.
Knowing your target audience supercharges any marketing effort. You can’t afford to miss this one.
2. Cut the guesswork
Top marketers know better than to fly blind. They dig into the data goldmine and make decisions based on facts, not fiction.
And they’re onto something here. Because since when has guessing what works got you the top results you dream of?
Gather all the data you can on your campaign performance, both past and present – and don’t forget to analyse customer behaviour. This is invaluable information that reveals what’s working and what needs adjusting.
3. Compelling content
Content marketing can help you to attract and engage your ideal audience. But quality matters. Churning out dull drivel just won’t cut it.
High-flying marketing teams produce content that is both captivating and informative. This could be in the form of blogs, videos, or social media posts. And whatever the format of your content, it needs to be compelling.
What do we mean by compelling? For starters it needs to have value in and of itself, it needs to inform people, and to hold their attention, or they won’t read it in the first place! Above all it needs to compel them to take action, although they might not even notice that it’s doing that (#MarketingMagic).
Marketing experts know that any optimised marketing strategy needs to cover producing content that draws in ideal customers and holds their attention.
4. Channel diversity
Your ideal audience doesn’t just sit in one place. They’re all over.
So, to reach them, you need to diversify your marketing channels.
What do we mean by channels? Social media, email marketing, SEO, content marketing, and even paid advertising – you get the picture. When you use a wide range of channels you reach a wider audience. That’s how you can maximize your impact.
Top marketers know diversification is key, and they aren’t afraid to climb every mountain.
5. Conversion optimization
Did you know that today the majority of web traffic comes from mobile devices?
Yet we all know there are plenty of websites that are far from mobile-friendly (and some belong to surprisingly famous companies – yikes).
It’s so important to ensure your website and materials are not just mobile-adapted, but mobile-optimised. Don’t just stop at adapting to screen size. Make sure your website doesn’t have the loading speed of a depressed snail.
Mobile-unfriendly websites will lose your customers faster than you can say “unsubscribe.”
The top tier of marketers are conversion connoisseurs. They are obsessed with making sure that their websites are perfect for mobile.
6. Customization = connection
Think about how you can use every opportunity to personalise your marketing messages.
This could look like email segmentation, targeted social media ads, or dynamic website content.
As humans we all want to be seen, to be understood. So why wouldn’t you make your customers feel this way if you could? By tailoring your message to people’s individual preferences, you’re guaranteed better engagement and deeper, more genuine conversions.
Because let’s be honest, everyone loves a bit of special treatment. The best marketers use this to optimise their marketing strategy.
7. Constant testing
No, we’re not talking about sitting a pop quiz on marketing terms.
We’re talking about A/B testing, in other words trying out different versions of your marketing materials to see how they perform. Whether you’re testing headlines, landing pages or email subject lines, testing helps you to continuously optimise your campaigns and overall marketing strategy.
This feeds into what we’ve said about data-driven decisions. You’re not just guessing what works best, you’re giving your customers a chance to tell you. That’s an opportunity that no top marketer would miss out on.
8. Cultivate relationships
Your marketing strategy needs to give thought to building relationships with your audience.
Marketing isn’t just about selling. It’s about forging relationships with your customers and potential customers.
We talked about diversifying channels above. But it’s not just about being in all of the spaces your customers are. It’s about engaging them there too. Get a conversation going, respond to their comments and their questions … and make sure your customer service is exceptional, always.
Voice, tone and personality are important when you’re working this into your marketing strategy. Robotic responses and overly cheesy sentiments will turn people off.
This is about building trust and fostering long-term relationships. So think about things like using genuine humour and conversational language.
9. Campaign automation
Plate-spinning is only fun when you’re watching an entertainer do it onstage. When you’re trying to do it in your marketing efforts it’s incredibly stressful. You find yourself trying to keep on top of email marketing, remembering to post on social media, or following up leads at the right time. It’s only a matter of time before one of the plates comes crashing down.
But worst of all, you can be so busy doing all the little tasks that somehow you never get around to sitting down to do the strategic, big stuff. And then you wonder why your business isn’t growing.
Using tech to automate tasks and free up time is a no-brainier, and a must for marketing masters.
So work smarter, not harder, and save your precious time and effort for the stuff that only you and your team can do.
10. Continuous improvement of your marketing strategy
Adapt, improve… then adapt again!
Industries and the marketing landscape are always on the move. That means no matter how well your current marketing is performing, you can’t afford to rest on your laurels.
And society and people are always changing too. Meaning it’s important to regularly analyse your data and results, and optimise what you do accordingly.
Top marketers are devoted to continuous improvement. They aren’t afraid to adopt new trends, or to give innovative tactics a try. They know it’s an essential part of staying ahead of the curve.
That’s it! Those are our 10 Cs. By using them you can optimise your marketing strategy, and you’ll see the difference in how your marketing performs too. And you’ll be well on your way to marketing mastery, and one day, maybe we’ll be learning from you!
If you have questions about any of this, or you want to talk to us about setting up, optimising or changing your marketing strategy, just get in touch. We’re always happy to hear from you and always happy to help.
