Every business uses marketing strategies to get customers’ attention to new products or upcoming sales, especially in our current economic climate. In my latest article I covered 4 ways COVID changed the retail industry, the marketing space is no different. Some businesses are better at adapting their marketing strategy than others.
There is a lot that goes into the perfect go-to-market strategy, you have to consider many factors about the best ways to reach your potential customers. It was stated that having personalized marketing strategies increases client engagement by 74% of marketers.
In this article I will be going over the essentials of the GTM strategy and highlight some go-to-market strategy examples for your business and your customers.
1. Know Your Target Customers
Nowadays, one of the most important things about successful marketing strategy is knowing who your audience is and defining your target buyer persona. You should strive to pay more attention trying to reach out to those that fit your customer profile, figure out what are the keywords they search for on eCommerce platforms and leverage this data to target them rather than reaching out to everyone.
Think about the things you sell and who would want to buy that. For example, if you sell organic beauty products, your target clients are going to be people who already show an interest in natural products, and the majority will be women. However, if you sell low-cost beard care products, your customers will probably be young males.
There are always outliers in your customer profile. However, establishing a gender, age range, shared interests, location, work status, and other things about the people who are most likely to buy your products will increase the effectiveness of your marketing.
2. Find the Best Way to Reach Them
People in different age groups and interests indeed use social networks differently. Knowing how your target customers use technology and where they spend most of their time will give you insight into the best way to reach them. You must understand who uses social media so that you can get more people to your website.
It was reported that people in the age range of 35 to 64 use Facebook the most out of any other social network, while the younger demographic tend to frequent other sites. People between 16 to 34 choose Instagram or Tumblr as their preferred social media platform.
If you’re aiming to reach people through email, knowing your target audience is also essential. It’s estimated that people spend 350 minutes per workday checking their email because they want a zero inbox. This is especially true with Millennials.
Using this information, you can figure out where your potential customers are already logging into the everyday. This will increase the visibility of your advertisements and business information to the people most likely to shop with you.
3. Choose a Strategy
Once you find out who and where you’re going to grab the attention of your customers, you then have to figure out how. You can post new products in your store, mention a great sale you’re having, or promote an upcoming event. Pick one thing to focus on for each advertisement.
New products will give new and loyal customers a reason to come into your store. Make it seem that these products are a must in their lives. A sale will get people coming into the shop because they know they’re going to save some money. Why do you think Black Friday is such a huge shopping day? Because we all love to save money!
Creating an event for a specific holiday or fundraiser will also get people to want to come to your store. It was reported that 71% of people are more likely to spend more money if they know it is going to support a cause.
Whatever you choose to approach your audience via email marketing or with a more direct approach, it's always better to offer some sort of incentive to retain them.
4. Think About Visuals
We’re a species that loves to look at things. That’s why we have art all around us in our lives. To get people’s attention and interest, you must create advertisements that are visually appealing and eye-catching.
You can do this with colors and designs. It’s crucial that the color scheme isn’t too distracting from the content given. Also, you want it to be clean and organized. Having too much information or pictures won’t be effective. You need to find a balance of exciting but not too chaotic.
The Bottom Line
If you want a successful business, you’re going to need the best marketing strategies. Investing in someone to do this as their full-time job can really pay off in the long run. If that’s not in your budget just yet, there are many things you can do on your own.
First, identify your target clients with their demographics. Then, figure out the best way to reach them and choose a marketing strategy. Finally, make sure your advertisement is visually captivating to get people’s attention.
When you do these things, you’ll have a perfect go-to-market strategy, and you’ll see an increase in sales!