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A marketing strategy will help you identify your best customers, understand their needs and implement the most effective marketing methods.

The internet has transformed business marketing. No matter what you do, the internet is likely to be at the heart of your marketing strategy.

Social media is firmly established as a marketing tool. Having a presence opens up new lines of communication with existing and potential customers.

Good advertising puts the right marketing message in front of the right people at the right time, raising awareness of your business.

Customer care is at the heart of all successful companies. It can help you develop customer loyalty and improve relationships with your customers.

Sales bring in the money that enables your business to survive and grow. Your sales strategy will be driven by your sales objectives.

Market research exists to guide your business decisions by giving you insight into your market, competitors, products, marketing and your customers.

Direct marketing can be a highly successful way to generate sales from existing and new customers. Find out how to target them in the best way.

Exhibitions and events are valuable for businesses because they allow face-to-face communication and offer opportunities for networking.

PR

Favourable media coverage can bring a range of business benefits. But how do you attract the attention of editors, broadcasters and journalists?

Human synergy: becoming one with your business brand

The hallmarks of a successful business can be a successful entrepreneur. While the personal success you have is down to your leadership skills (in conjunction with business success), you must remember that your personal brand and company brand should reflect each other.

When you are looking at that all-important notion of synergy, have you thought about how you fit into the business brand? It's important you demonstrate what you have in common with the company. It's also about making sure that you are selling the business wherever you go. So how do you achieve this?

Showing off your brand

You need to make sure you promote your company brand at every opportunity. Whether that's by having private plates with the business name on it or having merchandise dotted around the place, you have to make sure you're able to show off your brand effectively. It might feel like shameless self-promotion, but it's about figuring out how you fit into it.

You have to remember the importance of making a subtle impression on people. If you run a clothing company, having the clothing company logo on your t-shirts is a simple technique that requires no effort but can spark off a conversation with someone. If they like the design of the t-shirt, it's the perfect opportunity to guide them towards the brand.

However, showing off your brand too shamelessly can have an adverse effect, especially if you are parading it around the same social or corporate circles time and time again. This is where diversification is crucial. Wherever you go, even if it's somewhere new, be sure to try and spread the company brand far and wide.

Finding commonalities

What do you have in common with the business? Once you start to figure out the key attributes that you and the business share, you can start to work towards aligning the two of them. Perception is crucial, especially in the eyes of your customers. And so, if you can show the customer that you “own” a specific quality that relates to the business, this will give off that perfect impression.

As such, when the customer sees you or sees the company they are reminded of the other side of the coin. Once you start to identify the characteristics and which matter most to your customer, you can incorporate these things into your business identity.

Using social media

Yes, as obvious as it sounds, social media is a crucial tool. You may feel that you've got to take a step away from social media, especially if you are using automation tools to promote the business. But you've got to remember that using social media as an individual means that you can show off your personality too. For example, many celebrities use social media to give fans an insight into their personal lives.

You can do the same with your business. You could take over the social media account for your company, or you could use your own account. But whichever option you choose, remember to be on your best behaviour! It's not a good idea to make a social media faux pas when representing yourself or the company online as some celebrities have done in the past.

Learn to communicate better

We can all benefit from trying to be better at communicating with existing and potential clients. The right communication skills will give you the opportunity to portray yourself as the leader you want to be. When thinking about the kind of leader you want to be, look to the people you admire and how they portray themselves.

Learning to be the person you want to be, ultimately, means you will become a better version of yourself. And this all begins with becoming a great communicator - be that through great presentation skills, someone who can write well or who can use spoken words to communicate with people. It also helps in terms of promotional opportunities. If you want to become an influencer or you to start branching out by giving speeches or making company videos, you could become the face of the company.

The ability to communicate effectively is a fantastic skill. You may already think that you can do it well, but it's something that everybody can fine-tune.

Just be you

Once you start to develop the skills to become a great leader, you do run the risk of building up a persona that doesn't accurately reflect who you really are. It's important to be authentic. And whatever you do, if you are perceived as being 'fake' and you are ever called out by this, you've got to remember how it will impact your business.

Consistency is crucial but being authentic is essential. This is vital when you start to think about your audience. When you become the face of the company, you must remember that you become the embodiment of the company brand. Stepping out from behind the scenes means that you've got to represent your business accordingly. Putting up a facade won't do you or the business any favours.

Becoming at one with your business plans can help you acquire new clients and push your business into new and exciting directions.  Simplifying the business by aligning your personal and business brand, means you have got a lot less to keep track of. But it also helps to give your business that all-important human face. It's all about marketing, but it's also about being truthful.

Copyright 2020. Article was made possible by site supporter Jeremy Bowler

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