In case you missed your sales or growth targets for 2015, you might be considering how not to repeat the same mistake in 2016.
This holiday period could give you a massive competitive edge because many of your competitors will go on shutdown for the holidays.
Just because you will also be going on holiday as well, it doesn’t mean your business can’t keep working to increase its market share.
This quick post will guide you through marketing techniques you can apply these holidays, to make sure that you increase your market share in 2016.
Decide and write down your top three goals or targets for 2016.
According to Forbes, people who write down their goals accomplish significantly more than those who don’t. Without a written plan, it’s easy to get distracted, especially in this day and age where it seems like there’s a new tool every second day.
Consider answering the following questions
- Are you happy with your business performance for 2015?
- If not, what prevented you from achieving your 2015 goals
- What needs to happen so that you’re not in the same position next year?
- If everything goes right, what would your business look like, this time next year?
Decide on your ideal customer.
Yes we all wish the whole world would buy from us, but that’s just not how the world works. Whether we all like it or not, we’ll always end up with only certain kinds of people buying from us, and that’s OK.
As the old adage goes, you can’t please everyone.
A business to business service provider for instance, can easily think that she only targets other businesses and these businesses have no gender, age or race.
But what if you had to make a call to the companies that you’d like to do business with? You have to talk to someone right? Who would that person be?
That person, is your target audience.
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When deciding on your target audience, you can never be too specific, the more you know about them, the more effective this exercise would be. Be sure to write down at least the following information:
- Age, gender, race, education background etc
- Job title
- Main challenges that you can help them with
Staying top of mind
This is where online marketing and advertising comes into play. Here at Synapsis for example, we use platforms like LinkedIn and Facebook among others to get in front of the right people and stay on top mind.
The reason we use these platforms is because they give us such rich targeting options.
For example, with LinkedIn you can target people by their job titles, where they work, how long they have worked there for, who else they know etc. at such an affordable price compared to most advertising options.
The Best Way to Stay Top of mind
Of course you could just go out there and plaster the internet with your adverts, but you can be rest assured people will ignore you.
You know what people can’t ignore? Helpful information. Don’t take our word for it, let us give you a very good example of how this has worked on you.
We created a three months package that would help people market their businesses while they go on holiday.
To market it, we didn’t just go out and shout as loud as we could. Instead, we created this post that would be helpful to you, the reader, whether you sign up for our service or not.
If this was just an advert for the package, you could’ve easily ignored it.
Be Relevant and Helpful
This is where the magic lies. Without this step, the chances of success diminish very quickly. This is the glue that binds the whole process together.
Jay Baer, author and marketer extraordinaire, always insists that businesses should “help and not hype“. Throughout the holidays, unlike your competitors, you want to be the one who stands out by helping potential clients.
In step 2 above, you listed some of the challenges that you could help your potential clients with.
With this information in hand, think of three or four topics that you could write about that would really be helpful to your audience and let them know about your services at the same time. Kind of like what we are doing right now.
Address these issues on your website and then setup your campaigns as it’s shown in the nitty gritty stage below to send your target audience there.
This is one step above traditional advertising because now unlike in traditional advertising, you are not only providing value but you are appearing in front of people who are likely into convert to customers.
Distributing Useful Content
Now that you have your three or four topics and you have written well about them. You are ready to put them in front of the right people.
You will want to distribute them over the three months period. Usually when we work with a client we would select the topics and position them in a way that nudges the potential client to take a specific action.
In you case however, you don’t have to worry much about that since the main objective is to raise awareness about your business. In which case you can distribute them in the order of importance as you see fit.
There are many ways to get your useful content in front of the right people, let’s look into you one of them, LinkedIn.
The Nitty Gritty
To help you get started, we have created a simple video to guide you on how to get started with advertising on LinkedIn.
We chose this platform because of the ease of creating the ads, you will have to decide if LinkedIn has the right audience for your business.
Before you watch the video, make sure you do the following:
- Create a LinkedIn business page if you don’t have one yet. Here’s a guide on how to do that
- Add a payment method i.e credit card. To learn how to do this go to this page scroll down to the LinkedIn Ads section and follow the instructions there.
- Share the post link from your website on your LinkedIn business page
- Go to this link https://www.linkedin.com/ads/ and follow the steps in the video below to create your first LinkedIn Ad
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So there you have it. You can cut into your competitor’s market share by reaching out to your target audience during the time your competitors are advertising the least.
This will keep your message from being drowned in the advertising noise and will make your business stand out from the rest.
By the time everyone gets back to work, your brand is all that customers can think of.