Many of you told us that attracting new customers is your biggest challenge. To help, we’re launching a series of simple, practical marketing tips you can use right away. This first article starts at the foundation: creating a basic marketing strategy.
Nearly half of businesses (42%) don’t have a marketing strategy in place (Smart Insights). This often comes down to limited time, knowledge, or resources – and sometimes just not knowing where to begin!
Therefore, this article walks you through the basics of building a marketing strategy from scratch. Open a Word doc and jot down your thoughts as you go through the steps. It doesn’t have to be perfect; just getting your ideas on paper is a great start.
Step 1: Set a Clear Goal
What do you want to achieve? Start with some measurable and specific short and long-term goals, like:
- Short-term: “Place 10 temporary workers per week by the end of March.”
- Long-term: “Grow client retention by 20% over the next year.”
Clear goals give you focus and make it easier to measure success. Using the SMART framework:
- Specific
- Measurable
- Achievable
- Realistic
- Time-bound
Example:
Increase job placements by 25% within 6 months by targeting key industries such as healthcare and construction.
Step 2: Know Your Audience
Who are you trying to reach? To define your audience, ask yourself:
- Who are my ideal customers?
- What challenges or pain points do they face?
- How does my product or service solve their problem?
- Where do they spend their time (online or offline)?
Example:
If your clients are healthcare companies struggling to fill short-term roles quickly, your messaging could focus on providing reliable workers at short notice.
Identify who you’re targeting (specifically pain points). Focus on what they care about and how your product or service solves their problem.
Step 3: Define Your Message
What makes your product or service valuable to your audience? Your message should highlight the benefits and differentiate you from your competitors. Think about your USP (Unique Selling Proposition):
- What makes you different?
- Why should customers choose you?
Example:
“We specialise in quickly matching skilled temporary workers with businesses in construction and healthcare, helping you avoid downtime and stay compliant.”
This message should form the foundation for all your marketing materials.
Step 4: Pick 1-2 Channels
Don’t overwhelm yourself trying to do everything. Focus on one or two marketing channels where your audience spends most time and master those before moving on.
Some common channels are:
- Social media: LinkedIn is great for B2B audiences or Instagram for visual-driven content (food, travel).
- Email Marketing: Great for follow-ups, cross-selling or upselling and re-engaging with past customers.
- Offline Channels: Consider flyers or local ads if your audience isn’t primarily online.
Example:
If you’re targeting healthcare providers, LinkedIn posts showcasing your experience in medical staffing could work well.
Step 5: Create Simple Content
Start with easy formats:
- Social Media Posts: Client testimonials, behind-the-scenes photos, or quick tips.
- Blogs or Videos: A short “how-to” guide or explainer video about your product or service.
Example:
Post a testimonial from a happy client and explain how you helped them solve a specific problem.
Consistency is key. Posting once a week is better than trying to do too much and burning out.
Step 6: Set a Small Budget
Decide on what you can afford and focus on high-impact activities:
- Paid Social Media Ads: Start with £50-£100 to test your targeting and messaging.
- Boosted Posts: Use this to promote high-performing content.
- Google Ads: Target high-intent keywords such as “temporary healthcare staff.”
Step 7: Track a Couple of Metrics
Don’t try tracking everything at once. Focus on a few simple metrics to measure your progress:
- Website traffic through Google Analytics
- Enquiries or sales from specific campaigns
- Social media engagement e.g., clicks, shares, or likes.
Start small, track consistently, and expand once you’re comfortable.
Step 8 (Continuous): Test and Adjust
Marketing is an ongoing process of experimentation:
Test one change at a time, such as different headlines, formats or channels.
Gather feedback and adjust your approach based on what works best.
Example:
If one type of LinkedIn post gets significantly more clicks, create similar posts to build on that momentum.
Step 8 (Continuous): Test and Adjust
Marketing strategies don’t have to be complicated or perfect. Start small, stay consistent, and adjust as you go. The key is to build momentum over time.
We’ll be sharing more tips and tools in this series to help you grow your business. If you have any questions or want advice, feel free to reach out to me at dominic.davison@teamfactors.co.uk – I’m here to help your business thrive!