10 Marketing Initiatives to Up Your Strategy Game

Market to your customers
Customers are the bread and butter of an organisation. They are the final destination for all marketing endeavours. Without them, who are we and why do we exist?
They are imperative to the success of a firm and create lifetime value through profits and brand growth. Did you know that it is between 5 to 25 times more costly to attract new clients that to retain existing ones?
This is why it is crucial that as marketers we understand our client base – their needs, wants and desire – as well as listen and act on their feedback.

Marketing through your customers
Quite frankly, customers are your biggest advocates and therefore one of the easiest ways to promote your brand. Who knows your products/services better than those who have experienced it for themselves?
Start by identifying the top 20% of truly satisfied customers and use their testimonials to generate more traffic towards your company.

Experiential marketing
Experiential marketing is a great pathway for engaging customers and building relationships. It’s a more inclusive type of marketing in the sense that the customer directly interacts with the company through hands-on branding material.
The brand and core message alike are entwined into the experience to provide the customer with a unique perspective on what is up for offer.

Video marketing
Video marketing is the way to go if you are looking to build more authentic relationships with your customers. Customers who visit websites and view videos stay for 2 minutes longer and are 64% more inclined to make a purchase than others.

Conversational marketing
Conversational marketing involves personalised, real-time interactions with customers via live chats and chatbots. Product information and questions/answers are provided to the customer immediately. It is effective in the sense that it creates an authentic, personal customer experience and allows for clear, concise dialogue between the customer and the brand.

Industry eventt
Industry events have proven to be the most efficient B2B networking tool. It fosters face-to-face engagement between brands under a specific umbrella and allows companies to affiliate themselves with potential industry partners.
It also provides the opportunity to scope out key competitors in the market and identify trends.

Referral marketing
Referral marketing is a tactic commonly used to incentivise customers to recommend a brands services and/or products via word of mouth. The aim is to grow a brands client base. It has been suggested that the lifetime value for new referral customers is 16% higher than non-referrals.

Social media content
It's the 21^st century and social media runs the world. 83% of all B2B marketers use at least one of the “big four” social media sites.  The like, comment, share buttons are powerful tools which can allow customers to interact with your brand and provide feedback in a way that hasn’t been done before.

Search engine optimisation/search engine marketing
Search engine optimisation (SE0) increases traffic towards a webpage by ensuring that it is at the top of particular websearches. Search engine marketing (SEM) is a great tool that is used to generate more traffic towards a brands website. The most common method is pay-per-click (PPC) whereby a fee is paid on behalf of the company to the search engine for each click made on behalf of the customer.