If you are like many of the businesses I work with, one of your 2022 goals is to reach new clients while still being the first choice for your existing ones. There has been a lot of change for business owners over the last couple of years, especially if you are looking to grow your business.

In the online marketing world, we have seen it become noisy and crowded. And while we can’t predict the future, there are a few important things businesses can be doing to capitalize on the current trends, confidently taking their businesses into the year ahead.

#1 – Utilize Your Email List

Email marketing is a powerful tool that can help you grow your business. By engaging your community via email, you will be able to increase sales and share important information. Different emails you can send include…

• Transactional emails are those your customer will be expecting. They are the emails send after someone takes an action with your business. For example, after they buy a product, sign up for a course, or opt-in to your email list. These emails have high open rates, which you should take advantage of! Include links, promotions, or important news right here in these emails to give them a better shot of being seen by your audience.
• Newsletters can build brand awareness and drive sales. Whether you send emails out each week or only once per month, these emails are an opportunity to connect with your readers in a deeper way and more meaningful way. Newsletters give your reader the chance to get to know you, your business, and vice-versa.
• Loyalty emails are my favorite type of emails to send – not only because they have the potential for HUGE ROI. Telling your customers that you appreciate them and thanking them for their loyalty is important in any business. Acquiring a new customer is anywhere from 5-25x more expensive than retaining an existing one (according to Harvard Business Review), so it’s important to nurture this list.

You can learn more about email marketing here.

#2 – Analyze the Data

Are you tired of spinning your wheels when it comes to marketing your business? By continuing to do the same things, you will continue to see the same results. It’s important to take an inventory of your marketing, determining what is working, what you need to improve, and where to get the help you need. You can do this by looking at your data and analytics.

Data is everywhere. Google Analytics is a great place to start, but you also want to understand your sales, customer data, social media data, and email marketing data.

A few questions you should try to answer with this data are…

• How are customers finding us?
• Which marketing channel is driving the most traffic?
• Who is more likely to engage/purchase?
• How is my content performing on each platform?
• Which content is driving the most email subscribers or leads?

Using these Key Performance Indicators, KPIs, you can accurately track your progress toward your goals. You can learn more about using key performance indicators to calculate value, cost, and the best marketing channels for your business here! 

#3 – Clear and Consistent Content

Content is how you will connect with your ideal audience and build relationships. Rather than just winging it, it’s smart to have a plan. Doing so will eliminate the guesswork and save you time. Typically, we plan in quarter increments, breaking the details down into months, weeks, and even days. Then we determine themes or campaigns and how they will be supported across all customer channels – blogs, podcasts, videos, social posts, social stories, emails, etc. 

If you feel stuck when creating content, try thinking about the 3 E’s:

• EVENT driven content which is date specific. This includes launches, holidays, industry events, and sales.
• EVERGREEN content is relevant to your audience at any time of the year. It can be about the business, offer tips, downloads, or testimonials. This type of content can drive leads for years to come.
• ENGAGING content is more interactive and helps build relationships with your audience. Think polls, going live, reels, carousel posts, contests, and email surveys.

As you develop your messaging, be sure you are thinking about what your customer wants to see. For this, you can think about the 3 W’s. WHO you are trying to attract. WHAT you can do to help these people. And WHY it should matter to them. Great content can be repurposed across multiple platforms and channels.

Properly marketing your business will help you drive new leads, make more sales, and effectively grow your business. It will also help you to stay relevant to your existing clients. By focusing on your data, working your email list, and creating unique and informative content, you can set your business up for success. Reach out to us today for a marketing roadmap for your business!