Driver 1: Marketing
Leverage marketing across a variety of channels to drive growth for your company.
Marketing leads to growth.
Nowadays, people are constantly bombarded with marketing messages. The chance to stand out amongst the crowd is ever more difficult, but it’s crucial to stand out otherwise who will notice you? You are likely to be familiar with marketing if you have already completed the Marketing Pillar and worked with us for any of our rebranding or marketing services. However, in terms of growth, it’s good to have it clear in your mind exactly how marketing leads to growth so that you can create clear targets.
If you are looking to grow your company, one crucial growth driver is to use marketing as a tool to achieve it.
If you change your marketing in some way, you will change your result.
When you think about all the kinds of marketing that you use or could use – this could be the use of media, message, headlines, value proposition, guarantees, digital ads, radio ads, google reviews you should see that there are unlimited opportunities to alter, adjust and add to it. By changing what you are currently doing or adding new marketing to your strategy, you will be able to produce improvements and enhancements as the output. An improvement in your marketing will produce a higher level of growth due to increased sales.
Boosting sales is the most well-known benefit of marketing, as it encompasses a huge number of techniques that encourage prospective clients to purchase. Marketing helps you move prospects from awareness to purchase by:
- Identifying they have a need to purchase.
- Building and maintaining reputation
- Brand awareness
- Improving client relationships
How can you market effectively?
Look at your company and take note of the different ways you are marketing to clients. Which ones are the best performing in terms of sales & conversion rate?
1) What employees are the best performers? Look at how they are closing sales and replicate what they are doing into a company process that the other less productive salespeople are doing. This might not be everything one employee does, but a blend of every good action within your sales force. Creating both marketing and sales policies around proven successful practices is the best business practice.
2) What are other companies inside and outside your industry doing? Of these marketing outputs, are there any not being done by your organization? This includes lead generation, conversion, re-selling & up-selling, and it is okay to emulate what others are doing.
3) Create a process within your company for checking what others are doing outside of your company in terms of operations, sales process, and marketing. This process also needs to include how you will go about implementing new ideas in the least disrupting way. The business owner should always be on the look for better ways of doing things within their company but also make it as frictionless as possible for employees to submit their ideas even if you do not use them.