Exploring Various Marketing Approaches for Business Growth
As the renowned business consultant Peter Drucker once said, “A business that isn’t growing is dying”. Industries evolve, trends change, and businesses that don’t keep up get left behind. This is why it’s important for businesses to explore various marketing approaches for business growth. The more arrows you have to your bow, the more likely you are to survive.
Here are our 3 favourite marketing approaches for growth:
1. SEO and Content
You’ve probably heard of inbound marketing before. Coined by the founders of HubSpot, this term refers to the marketing approach of attracting your prospects instead of chasing them. It refers to many different strategies, the strongest and most scalable of which are SEO and Content working together.
SEO gives you visibility, whilst content in the form of videos and blogs supports SEO and helps you convert your website visitors into clients. SEO and content are key to growth because they are almost infinitely scalable. They can support diversification and growth and can help you easily tap into various niches within your industry. Content done well with good SEO will get you more business in the long run than any other strategy. It’s worth investing in and taking the time to make it work.
2. Google Ads
The second most important strategic marketing tool for growth is Google Ads. Now many of you might say, “Why Google?” there are so many other platforms to advertise on that work out cheaper. Here’s the tea. Social media platforms are not a good fit for all businesses. It may be worth doing if you’re selling products and know the exact demographic and type of person you need to attract.
But generally, Google Ads will get you better quality leads. If you’re a service-based business, nothing will get quality leads like Google because in people turn to Google for research and exploration once they have decided to take action and resolve their issue – whatever it may be. If you resolve that issue and run ads for the right keywords, you’re in for a good return.
The key to getting Google Ads to work is threefold:
1. BOFU Keywords
Use Bottom-Of-The-Funnel keywords. These are keywords that people search for when they are close to making a purchase. You want to analyse the intention behind your chosen keywords to target and make sure you get them.
2. Organise Into Logical Groups
When running Google Ads do not add random keywords to your ads and try to cover all the topics. Make sure you batch keywords based on topics and then create a highly relevant ad for each category.
3. Landing Pages
Last and most important is the landing page. The quality of your landing page, its relevance to the keywords and ad make a difference to how well your campaign will do. It makes a big difference to how many leads you get. Your landing page should be specifically designed to take traffic from that particular advert, and written/designed to turn as many visitors as possible into leads.
What Landing pages are not…
Landing pages, not your website pages (especially not your contact page!). Your web pages are designed to take on generic traffic, it’s not likely they will convert. They need to be specially designed.
3. Offline Events
Offline Events are a great way to build a local following made up of your target audience. If you know who you’re targeting, this should be a piece of cake – but it will take some investment.
Create a high-value event that your target audience wants to attend. You can do this by following trends and providing quality content and speakers during these events. Attracting them becomes easy when you do your homework. The best place to start is your own clients, get to know them, talk to them, understand their daily lives, standards, expectations and daily problems. It will become impossible for you to fail if you do this properly.
You will also need to develop and master a marketing approach to fill your events. You can do it through collaborations, social media ads, list-building efforts or even networking.
If you use these 3 approaches, your business will keep growing over time. Nothing will stop you. All you need to do is make sure you have the right tools in place to listen to your customers and feed that into the strategies above.
Want help growing your business?
Need to put one of these strategies in place?
Drop us a line here, and let’s understand how we can help you.
Article Written by
Katrina Sant Fournier
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