To achieve your desired results, business marketing needs to be consistent and well thought out. Here are some important tools that should be part of a good marketing strategy:
1. Marketing plan
The marketing plan is composed of several relevant pieces of information, such as analyses, indicators, and objectives.
Its purpose is to guide the company’s actions as if it were a map. A marketing plan can be specific (for a Christmas campaign or product launch) or broad (for brand positioning, for example).
CRM (Customer Relationship Management), or Customer Relationship Management, is a tool that organizes all the information about your customer base.
It tracks and processes data such as the most purchased products, the most used service channels, and others.
The system crosses and organizes various information from the customer’s registration and registration, making it possible to implement personalized and targeted marketing actions.
The SWOT analysis (Strengths, Weaknesses, Opportunities, and Threats) is a tool that helps in making decisions based on internal and external factors to the company.
It can be used for various purposes, such as launching a new product or opening a branch.
The SWOT analysis is based on four critical pillars: strengths and weaknesses (within the company) and opportunities and threats (external factors). By placing positive and negative aspects on balance, the tool supports more proactive decisions about the marketing plan.
Benchmarking is a strategic comparative analysis of the performance of a company considering its competitors.
It allows managers to discover how the competition is doing and improve their processes, products, and services.
5. Market segmentation
Market segmentation consists of the subdivision of the consuming public into groups with common characteristics.
Knowing in detail the preferences, habits, and needs of each market segment makes it possible to offer the right product to the right customer.
With the necessary information, you can develop targeted marketing campaigns and achieve better results.
MIS (Marketing Information System) is a tool that collects, classifies, and analyzes internal and external data, transforming them into essential information for decision making.
It is an intelligent computer system that organizes large volumes of data, facilitating the creation of effective marketing strategies.
7. Marketing surveys
While MIS compiles internal and external data, marketing surveys mainly obtain external data (about the target audience and the market).
Marketing research is usually carried out to support specific projects.
Its data is used both to elaborate a good marketing plan and for changes in the course of actions in progress.
The servqual tool (“serv” for service and “qual” for quality) seeks to measure the quality of service provision from the customer’s point of view.
Unlike a product, in which the evaluation is more objective when providing a service, it is not always easy to measure quality accurately.
With the application of servqual, it is possible to identify gaps between the customer’s expectation and perception of a particular service.
The data collection method consists of two stages in which questionnaires are applied, whose notes identify the gaps between expectations and reality.
In the first stage, the objective is to measure the public’s expectations regarding the service to be provided.
In the second step, grades are assigned to the service. By comparing expectation and perception, you have the result.
Perception above expectations means that the quality of service is good. Equal means the quality is acceptable. Below expectations, poor quality.
The CRO (Conversion Rate Optimization) tool, or Conversion Optimization, is a technique that aims to encourage the user of a website or blog to complete an action.
The action can be downloading an ebook, subscribing to a newsletter, or the most important of all: buying a product.
Within the context of business marketing, the increased conversion rate means the strategy worked.
If you don’t know where to start, hiring a CRO consultant might be a good idea.
Examples of Successful Business Marketing Strategies
One of the most successful business marketing strategies is the use of content marketing.
With it, several companies from different markets have increased their sales and traffic quite significantly.
However, as we have seen, it is not enough to have a blog and feed it from time to time.
You need to create a strategy with clearly defined goals and deadlines and create relevant and engaging content.
Generate interaction with your audience and engage them. Talk about what people need to hear, even if they don’t know your needs yet.
Importance of Building Quality Content
When you produce quality content, you attract the right people to your business.
The more valuable the content you produce, the more solutions they present, the more free repercussions or organic traffic.
In addition, you can communicate clearly and directly with your audience, creating a relationship with them.