If you are always fond of the latest fashionable hacks or little secrets from experts to propel your business today, nothing beats a solid marketing foundation to make sure you make the right choices. Discover today five timeless marketing fundamentals that are essential to launch all types of projects.
THE BASIS OF ESSENTIAL MARKETING: ADDRESSING A TARGET
One of the great fundamentals of marketing is to focus on a specific target : by trying to talk to everyone, you don't talk to anyone. Indeed, we do not all have the same needs, the same problems. Thus, your product or service cannot be the indispensable solution that everyone dreams of.
A product, even the most basic, can then be adapted in a thousand and one ways to adapt to various targets. When you are looking to establish your marketing strategy, it is therefore essential to focus on a particular target for more consistency .
Note: Choosing a target is a key step in launching a project. A market study is essential to ensure the relevance of your target.
KNOW YOUR TARGET
Marketing TargetHowever, choosing a target is not enough to achieve your objectives: knowing your target is another fundamental and indispensable aspect of marketing.
Indeed, there is no need to go on a crazy growth hack without a clearly identified target. It is not enough to decide to address a specific category of people to convince and have a project that works well. Thus, get to know your prospects: their known desires, their hidden desires, their pains, their problems, what they experience on a daily basis...
The more aware you are of what's going on in the lives of your potential customers, the better you can craft an effective marketing strategy .
MARKETING FUNDAMENTALS: WHAT DO YOUR CUSTOMERS WANT?
Another essential basis of any marketing project is to propose a solution that responds to the problems of a target.
If you offer a product or service, make sure it meets the needs of your potential customers: give your prospects what they want, what they want .
By addressing this crucial question, you have the first step in the journey to create an appropriate and coherent marketing strategy: it will be easier to understand your prospects, describe their problems, provide them with a tailor-made solution and, thus , to convince them .
The hidden desires
Nevertheless, a prospect may think he has the precise solution that would solve all his problems… yet his real need may be elsewhere.
Another basis of marketing today is to understand your prospects better than they understand themselves to identify hidden desires .
The famous example to illustrate this precise aspect of marketing is that of Henry Ford: Ford understood well in his time that his prospects wanted to go faster and further thanks to their means of transport; customers asked for faster horses? Ford gave them the car.
ASSUME THE IDENTITY OF YOUR BRAND
We said it above: trying to talk to everyone is not talking to anyone in business. Thus, trying to blend in with the crowd with a vague message and a weak identity will never be a good idea.
Do you think you avoid closing doors? In effect, you are repelling potential customers who your products and services could really benefit. To convince yourself of this, you can think of water. Many people like cold water, many others hot water, but nobody likes lukewarm water, which is the solution that mixes the two. Do not do in lukewarm water.
Do you have an essential product or service for a well-defined target?
Do you have values?
Do you have a clear and precise message aimed at a certain category of people?
Highlight all of this .
This is typically the kind of advice that can increase your conversion rate ! You have to show your target that you have the tailor-made solution they need. Building a strong brand image around this solution/problem relationship sought by a group of similar potential customers is one of the keys to your future success.
TRY, OBSERVE, REPEAT
In business, success is not a matter of luck .
You cannot expect to launch a successful project without any testing or error beforehand. More than on a specific product or service, this dynamic will apply to all levels in your project and not just on the simple marketing aspect.
Tip : A/B testing is a proven marketing technique that can help you launch a product or service. You can also use tools like Crazy Egg to make clickmaps
In summary, here is what to remember among the basics of marketing:
- Address a specific target;
- Getting to know your target: what are their pains? What are his known desires? What are his hidden desires?
- Assume the identity of its brand with a clear message;
- Test everything.
If you haven't already worked on these points in your marketing strategy, forget about temporary hacks. There are two solutions:
- Read the many E-commerce tips that we offer you
- Focus on the fundamentals
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