I’m pleased to say that my client base continues to grow and I’m working with a great bunch of companies, representing a wide range of industries.

I love getting to know each new client, really getting under the skin of their business and understanding what makes them tick from the inside in order to accurately reflect that on the outside. I’m a firm believer that there’s no point in creating a brand and marketing strategy that doesn’t accurately reflect the business being marketed. For each client that I work with, I create a unique marketing strategy and implementation plan that makes use of the right mix of marketing tools in order to enable my client to achieve its business and marketing objectives.

So, what marketing tools should be in your toolbox?

It all depends on what you are trying to achieve with your marketing. Are you looking to build a brand, generate new leads, educate and inform the market, attract new partners, investors and/or employees? Once you know what your business and marketing objectives are you can begin to select the right marketing tools to achieve those objectives.

How do you know which tools to use?

Different tools lend themselves to different purposes, let’s take some of the above examples:

Build a brand
One of the best marketing tools for building brand awareness is delivering good customer service. Focus first and foremost on mapping out your customer journey and understanding your typical customer profiles or personas. Next, plan and implement the right customer communications at the right stage of that journey. Then, refine your internal processes to that you can deliver good customer service all the way through the business, hone your internal communications so that every employee is singing to the same tune, and insist on impeccable customer relationship management at every stage.

Why? Because good customer service breeds positive responses. Your happy customers will share their views, recommend you, and will respond positively to any future brand-building marketing that you may implement. They will even do your marketing for you – think Trip Advisor!

This also means that you will have improved your business from the inside out, and when you then begin to use other brand building tools from your marketing toolbox, such as advertising and sponsorship your business will be set up to handle the new clients effectively.

Generate new leads
To generate new leads, you need a different set of marketing tools to ensure you are found by your target customers – or you need to know where they hang out and go to them!

Lead generation must be highly targeted with clear and measurable objectives. Again, a clear understanding of your target market, where they hang out, how they operate, what they do and don’t like will help immensely when selected the right tools from your toolbox. So market research is essential.

Once you know who you are targeting, great marketing toolbox items to achieve this objective include exhibiting at events, email marketing, telemarketing, campaign marketing… or a combination of all of the above.

Don’t expect a one hit wonder result though. Very often, you need to plan an on-going lead generation campaign, that will have multiple touchpoints over a period of time, so that you can take a cold lead through their journey to becoming a customer. Again, good internal communications and processes, particularly between your sales and marketing teams is essential.

Online marketing is an essential part of your marketing toolkit when it comes to lead generation. So often, the first place a person goes to when they’re looking for a new product or service is the internet. They type what they are looking for into Google and will scan the companies that come up on page 1 (rarely will they go to page 2) they’ll just type a different search term if they don’t find what they are looking for. So how do you get onto page 1?

I could dedicate an entire new blog post to this (watch this space) but in a nutshell. Whilst your website needs to be visually appealing, most importantly you need to ensure that your website has been built with search engines in mind. You need to have considered the search terms that your target audience will use to find your products and services (don’t make the common mistake of using terms that you use – these are often not the right terms!)

You need to build these terms into your entire site and continue to add new, natural and relevant content to your site so that it continues to climb the SEO rankings.

It’s not a quick process, it takes time and dedication (or a specialist partner) but will deliver new leads!

Inform the market
If you wish to be considered a leader in your field, then in addition to having innovative products and quality customer service, you also need to be an expert in your field and be respected for your views, opinions and contribution to the market – you need to be considered, what we call, a thought leader.

This doesn’t happen overnight and isn’t an objective for every business. You need to genuinely have something valuable and worthwhile to share with your audience. Then, your need to make the commitment to share it, regularly. This can be through a whole host of tools, often grouped together under the umbrella of content marketing. Content marketing is blogs, podcasts, vlogs, speaking engagements, sharing content and being engaged on social media channels. The content needs to be educational, informative and useful to your audience.

With time and with regular sharing of useful content, you will be considered a respected thought leader, informing the market with educational and inspiring information that your market will be coming back for more of time and again.

To wrap up, there’s a whole host of tools in every marketer’s toolbox, each lending themselves to achieving different results. Often, there is crossover, however, hopefully this post will demonstrate that by selecting the right marketing tools you will achieve bigger and better results.

Jo Coxhill is a seasoned marketing expert and can help you select the right marketing tools to grow your business. Contact Jo to find out more.

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