Daily Marketing Strategies That Drive Consistent Sales

introduction

A small business owner once remarked that the most difficult aspect of operating a business isn’t the difficulty of launching products; it’s actually having to ask yourself every morning whether or not you will get any new customers throughout that day. Some days you may have an abundance of customers and others not so much! What you may be surprised by is how successful companies are at achieving a stable revenue stream is less about luck and much more related to their daily approach to marketing.

With so many companies competing aggressively against each other in the current business landscape, attention spans are small; therefore, your business needs to create a daily marketing routine so that your customers/clients will have an opportunity to keep interacting with you. Company’s who utilize infrequent incentive offers only find it difficult; however, business who establish a daily presence normally achieve a more steady Stream Of Revenue and develop loyal customers. As such, marketing will often not be seen as a one-off campaign but more as a routine activity that can build momentum over time.

This article discusses how daily marketing approaches create consistent sales momentum with three main components, namely Continuous Customer Engagement, Leveraging Data-To-Make Sound Decisions and Developing Long-Term Relationships with Customers.

Daily Marketing Consistency – The Key to Success

The power of consistent marketing can be compared to compound interest; while the first few days may not yield much return, as time goes on, marketers will continue to reap the benefits of their efforts. Brands that do their marketing regularly throughout the week build and maintain an active presence, are top-of-mind to customers, and are trusted by potential buyers.

According to research conducted by the Ehrenberg-Bass Institute, mental availability (the ease of searching for or thinking about) is directly related to the purchasing decision. Having an established daily marketing process increases mental availability.

Let’s take look at the three elements of a daily marketing process:

Continuous Audience Engagement

It’s simple to ignore a brand that shows up once a month, but a brand that shows up every day is hard to forget.

When you engage with your audience daily, it will help keep your brand top-of-mind for potential buyers and provide you with consistent exposure to establish yourself as a trustworthy source. Furthermore, being visible introduces multiple touchpoints that lead to potential buyers toward a buying decision.

Why It Works

Today’s consumers rarely buy from a single interaction. Many studies indicate that buyers need multiple exposures to a brand before they feel comfortable enough to make a purchase. Daily marketing keeps your brand visible and helps to narrow the gap between frequent interactions and a buyer making a purchase.

Practical Suggestions for Daily Engagement

• Social Media Presence: Provide your audience with insights, tips, behind-the-scenes access, and short videos. Your messages don’t have to be elaborate, as being authentic often outperforms being polished.
• Micro Content Creation: Consider taking a larger piece of content and breaking it down into smaller daily posts. For example, one long blog post could be split into quotes, images, or short commentary.
• Interactive Communication: Providing your audience with opportunities to engage in polls, participate in Q&A sessions, or leave comments are great examples of helping your audience participate actively, rather than only passively consuming your brand.

For Example:

A local fitness studio’s membership grew simply by providing its audience with short video’s of daily workouts and success stories from clients. By the time prospective members entered the gym, they already felt connected to the gym.

Difference from Other Marketing Approaches

Most businesses promote themselves with large-scale marketing campaigns and very few opportunities for incoming customers to engage with them; these marketing strategies may include a splashy launch, expensive ads/promotions, and seasonal marketing pushes.

Decision-Making from Data

A lot of time spent on guesswork can lead to lots of wasted budget dollars spent without dramatic return. Providing real data-driven direction to the daily marketing process can lead to much greater success.

Businesses that utilize analytic-based decision-making processes will generally deliver outcomes more quickly than their competition. Many times, they will implement a superior tactic that their competitor tried unsuccessfully to implement.

1. Elements of Data-Driven Decision Making
2. Analytic Marketers can identify trends.
3. What drives consumer clicks.
4. What times consumers engage.
5. What marketing channels generate sales.
6. Where in the sales process consumers abandon their purchases.

These trends allow a marketer to adjust their strategy on an ongoing basis rather than waiting for an extended time to review the outcome of their strategy.

Daily Data-Driven Decision Making Activities

Review key performance metrics: It only takes five minutes to see how your website traffic, conversion rates, and engagement levels have performed recently.

Try small-scale testing: Create two different headlines, two different images, or two different calls to action. Making incremental changes can lead to large-scale revenue growth.

Optimize in real-time: For example, if you have a subject line that generates high open rates, continue to use that same subject line type in additional outbound mailing campaigns. If you have an ad that is not performing well, change it immediately before continuing to spend marketing dollars.

Real Life Example:

A national e-commerce retailer discovered people who received an email in the early evening were more likely to open that email than someone who received that same email in the morning. Therefore, they were able to increase their number of sales without increasing their advertising costs because they changed their schedule to match consumer behavior.

How This Will Be Different than Older Marketing Models

Past marketing models were heavily reliant on intuition, creating campaigns based on creativity.

Customer Relationship Nurturance:

Many companies go after new customers without supporting their current customers who trust the company and its products or services. Repeat customers are often responsible for most of the company’s predictable revenue.

Daily marketing activities should focus on acquiring new prospects but should also build upon existing customer relationships.

Why this works:

It typically costs much more to acquire a new customer than it does to keep an existing one; therefore, loyal customers in general:

• Spend more to purchase the same product(s)
• Tend to refer other new customers.
• Will forgive you for occasional mistakes.
• Advocate for the brand.

Relationships turn transactions into continual business.

Ways to provide customer nurturing on a daily basis include:

• Personalization of emails through product recommendations based on past purchases
• Providing value-first type of messaging to your customers (i.e., supply helpful tips vs. always sending promotions)
• Responding quickly to customer requests for help or support (this shows the company cares and acts professionally)
• Customer recognition through loyalty programs or exclusive offers helps create a feeling of belonging.

For example: A coffee subscription service sends out emails each week with a few quick brewing tips along with product updates. Customers do not consider these emails to just be marketing materials; they also receive invaluable expertise on coffee brewing techniques. Therefore, the rate at which customers canceled their accounts significantly decreased after this type of relationship-building marketing change was initiated.

The fundamental difference between transactional marketing and relationship-based marketing is:

• Transactional marketing is asking the question, “How do I get the sale?”
• Relationship marketing is asking the question, “How do I continue to stay relevant to my customers after I have made the sale?”

The second question (i.e., the relationship marketing question) generates a predictable stream of recurring revenue.

When customers feel that they are being remembered by your company, they tend to come back to purchase your products again and again without requiring a sales pitch.

calculation

Successful businesses aren’t created overnight with one successful marketing tactic; successful businesses are built on a foundation of continuous, conscientious marketing tactics that happen regularly over time.

By continuously engaging your audience, making smart data-driven decisions and nurturing your relationships with customers, you can create and build a coherent marketing system with a well-defined process that will continually deliver results to your business.

Next Steps

Make small commitments and take action now. Select a single action in each of the three categories — provide value, analyze meaningful data and deepen customer relationships — and do so consistently every day:

1. Post one piece of value daily
2. Analyze one meaningful piece of data daily
3. Deepen one customer relationship daily

These small daily action requirements will grow exponentially over time, and after an initial period of unpredictability, results will stabilize.

In the Future

As the volume of noise continues to increase in the marketplace and customer expectations rise, consistent marketing efforts will increasingly differentiate high-performing brands from low-performing brands. Brands that treat marketing as a priority and incorporate daily marketing activities into their everyday business operations — will continue to achieve profitable, sustainable growth.

Call to Action

Take a moment right now to reflect on your current marketing consistent presence, data analysis practices, and investment into your customer relationships. If they aren’t what you would like, make the habit of developing a successful marketing strategy now. In the end, the organisations that succeed in marketing will be those that continue to create great value, consistently.