- Become a beloved brand.
Consumers have so many brands to choose from, it's a wonder that any brand can cut through the clutter and be noticed, much less be loved. But in 2014, you can do more than just wish for becoming a beloved brand -- you can help make it happen. How? By offering products or services that are far and away superior to your competition in value and quality. By committing yourself and your company to the best, most responsive, most professional customer service (or better yet, "customer care"). By showing your customers and prospects your brand has a soul -- that you care about something important other than merely profits.
- Understand your customers.
Once you acquire a customer, the marketing process isn't over -- it is just beginning. From the very start, you should be building a profile of each customer that includes basic demographic data as well as purchase history and preferences. You want to learn as much about customers as possible so you can create products and services with distinct appeal to them. Eventually, you should be able to identify and target customer segments with appropriate marketing messages. Ultimately, you should be in a position to treat each customer as individually and personally as possible.
- Discover the right media mix.
In 2014, effective marketing will mean solving the media puzzle. This challenge really relates to the second wish above, because by understanding your customers, you should also know their media preferences. While it may be obvious that online media has become the marketing darling, it's important to identify which online media is favored by prospective customers. Where do they go to get their information? Where do they spend their time online and offline? What are their favorite social media networks and tools? What are the most effective media channels to use to deliver high quality content to them? Discovering the right media mix will be one vital key to marketing success in 2014.
Ever wish you could market your small brand like a big brand marketer? Learn the strategies and techniques to do just that by taking the online course, "Big Brand Strategies for Small Brands." This unique course, designed especially for small brands with limited marketing budgets, is available on-demand, so you can take it at your own pace. Taught by brand expert Barry Silverstein, the course provides a roadmap for putting your own marketing arsenal together to make your brand stand out. Learn more about it here: www.bigbrandstrategiesforsmallbrands.com .