Your marketing should be a mix of tactics with your strategy in mind. There clarity on your who, how, and what you are marketing. In other words, who are your ideal customer/s, where do they hang out to identify the best channel or tactic and what is the message that speaks to your audiences pain, problem, fear, want, need or desire?
You will also have a mixed audience to consider. Some that know you and others that don’t (well not yet!). Whilst choosing your tactics, then it is a good idea to consider if your targets are Warm or Cold contacts and if you are best marketing on a one to one basis or one to many.
A great analogy is the concept of your ‘Stadium’.
Inside the stadium are your biggest fans. They are already buying from you, they love you and are now loyal or even advocates for whom price is not the driver (eg those Swifties in 2024!)
Just outside the stadium are those that are now ready to part with money, but were not at the time of your last offer, or they have just left as they have not brought from you for a while.
Then there are the people that didn’t travel to the stadium.
One side of that audience are those that know about you, but were not yet ready to buy or have not yet been given a reason to lean in towards you any further to consider a purchase.
The others, , perhaps on the other side, is an audience that have never heard of you but should do! To them you are the “best kept secret” and they need awareness to even start to engage with you.
It’s a journey from awareness to consideration before they even think about buying. Once they have purchased, then how do you build loyalty (for further purchases) or advocacy (to refer you to others)
