When It Comes To Marketing, You Can Make Your Own Luck
You make your own luck, as the saying goes, and that’s as true in marketing as in just about every other aspect of life. Even if your product or service is best-in-class, you still need an element of good fortune to get it out in front of a mass audience.
Some businesses fall at the first hurdle – swept away by a tidal wave of day-to-day duties and snowballing administrative tasks. It’s easy to let your marketing slip by the wayside if you’re too busy responding to sales enquiries to put any time or effort into generating new leads.
But you don’t need to rely exclusively on the luck of the Irish to get lucky with your marketing in 2023. There are proven steps you can take to create some interest and build a receptive audience within your chosen marketplace.
Communicate regularly to stand out from the crowd
Have you heard of the three Cs of branding? A couple of them are clear enough – it always helps to be ‘consistent’ with your messaging, and to deliver it with the sort of ‘clarity’ that leaves no uncertainty as to the value provided by your carefully-created product or service.
But it’s an old-fashioned word that’s just as important – ‘constancy’. It simply means to do something regularly. In the case of your marketing, it’s the act of engaging with your customers frequently, across multiple channels, and repeating the messages you wish to convey.
That doesn’t mean you should resort to clichés or a tired line of messaging just for the sake of getting your product or service out there. When it comes to attracting an audience, it still pays to stand out from the crowd.
The best brands dare to be different – and they build hype for their products by zeroing in on their unique selling proposition and using it to drive meaning. After all, it’s not always the best product that saturates the market but rather the best marketed one.
Harness the power of social media… and data
We’ve all heard of providing omni-channel solutions, but with so many social media channels to choose from, it can be hard to know where to start. From LinkedIn to TikTok, Instagram, Facebook, and Twitter… it sometimes feels like you could spend all day just scheduling social posts and responding to comments.
One GlobalWebIndex survey found that 71 per cent of respondents were more likely to purchase products and services based on a social media referral. Which means that if you’re turning your back on social media, you’re almost certainly turning your back on potential sales.
So pick a social media channel and start connecting – even if it feels like a slow burn at first. You can’t begin to build an audience until you take that first step. The same goes with data.
Once you start to develop a following, the next logical step is to start looking at the numbers.
After all, data-driven marketing is one of the most valuable tools at your disposal in 2023. Platforms like HubSpot, Tableau, and Google Analytics provide a diverse range of data that can help you spot emerging trends, predict customer interests, and identify buying patterns among your customers.
Schedule activities and leverage your network
Don’t have a comms calendar? It’s probably time to create one. While you don’t have to rely on it religiously, the benefit of scheduling your marketing activities and social media posts is that you get a much broader overview of all of your actions.
If effective communication is all about sending the right message to the right person at the right time, that’s much easier to do when you’re following some form of a schedule. Planning out your posting cadence and messaging strategy is a simple way to stay accountable and ensure you stay on top of your marketing.
The same goes for leveraging your personal networks. If LinkedIn is a great place to meet like-minded professionals, it’s also the ideal platform to start sharing your ideas. You don’t always need to be selling – you can share ideas, join in on a discussion, or simply engage with some of your followers’ posts.
But if you approach social media with the thought of ABC in mind – always be connecting – you’ll not only expand your network, but also the opportunity to target a larger audience.
Take a leap of faith and start making your own luck
We get it – creating impactful marketing takes time and effort, as well as the occasional failure. Sometimes the last thing you want to do is experiment with a successful formula.
But if fortune favours the brave and cookie cutters are best left in the kitchen, as we often say at Hunt & Hawk, then sometimes making your own luck involves taking a chance and getting creative.
This piece is a case in point. Did you recognise some of the handy hints on offer? They came from our 7 Ways to Get Lucky with Your Marketing in 2023 campaign we just ran to celebrate Saint Patrick’s Day.
And while we’ve dabbled in using Artificial Intelligence to help execute creative campaigns in the past, it was the first time our Graphic Designer, Ngaire McLoughlin, had ever used AI platform Midjourney before. We’re pretty pleased with the results.
All that’s left is for you to get in touch as soon as you’re ready to step up your marketing game. We love nothing more than getting creative at Hunt & Hawk, and we know what it takes to help your business stand out from the crowd.
So what are you waiting for? Drop us a line at email@example.com and let’s chat.