Your Marketing Sweet Spot

When it comes to marketing, there are a lot of strategies, levels, and processes that can be applied. However, no one has the time or the brainpower to apply them all, all of the time. It is important to find that sweet spot that will generate the business you want without running you ragged.

What is a sweet spot? According to Wikipedia, it is “a place where a combination of factors results in a maximum response for a given amount of effort.”  In sports, it is the “location at which the ball absorbs the maximum amount of available kinetic energy and rebounds away…with greater velocity than if struck at any other point.”

If you apply those definitions to marketing, it will be the spot where good stuff happens. This is where your marketing efforts generate the most return either in clicks to your website, purchases, or even just engagement on your posts.

Finding your sweet spot is a game changer. It allows you to focus on the marketing strategies that are actually bringing back a return rather than investing time in strategies that aren’t giving you anything back.

How will you find your marketing sweet spot? We are here to show you! Here are four steps that will help you start laser focusing your marketing efforts and hitting your marketing ball out of the park.

  1. Know Your Audience. It is likely that you have already heard this advice a zillion times, but it bears repeating. You have to know your audience if you are going to fine-tune your marketing efforts to get the results you desire.
  2. Have a Solid Brand. Once you know who you are speaking to, it is important that your customers know exactly who is speaking to them. This is done by maintaining a cohesive brand across all platforms. You want your customers to recognize your voice, your colours, your logo, and your products or services every time they come across anything created by your brand.
  3. Build Brand Authority. Building up your authority is something that may take quite a bit of time, and it is something that definitely can’t be faked. You will have to keep at it until you build that trust with your customer. You need to make sure that you have something to say, and that your customers are actually listening. Then you will start to build authority in your niche.
  4. Select Your Focus. Simply throwing out a handful of marketing strategies and hoping something sticks is not a good use of your time. You need to choose a particular area or areas to place your focus, and then go after them with a one-track mind.
  5. Drive the Conversations. All of the content that you create for the web, such as blog posts or social media posts, should be looking for engagement. However, you don’t have to simply wait around for others to respond. You don’t have to be passive. It is perfectly acceptable for your brand to drive the conversation.

The Advantages of Digital Marketing in finding your Sweet Spot

Digital marketing has one major advantage over traditional marketing, and that is the fact that you can track your analytics in near-real time. This tracking gives you a very direct look at exactly what works with your customer base. You can follow them throughout your website, and see what copy inspires clicks. You can even see exactly what brought them to your site, and how long they continued to peruse your information.

In fact, there is a lot less risk with digital marketing than many of the more traditional methods. You can launch campaigns across multiple platforms, and you can even create inbound marketing processes that get the customers straight to your “door.” A lot of this is possible because you are given such a great inside view into the shopping behaviours of your customers through your metrics. You can use this information to find your sweet spot and build better, more fruitful, interactions.

Using Available Data to Track Customer Habits

All of the metrics you track for your website and social media platforms don’t have to be the only research you use when attempting to find your marketing sweet spot. You can also rely on statistics and research done by other people to get a better picture of your customer’s habits in the digital world.

Here are a few examples of the kind of research that is helpful:

  • Over half of the Facebook users check their timeline at least once per day.
  • Nearly 70% off online shoppers use their mobile devices to make purchases on big shopping days like Black Friday.
  • B2B marketing works best on the LinkedIn platform.

When you understand this type of research, you can combine that knowledge with your own personal metrics to help you discover where your own customers are likely to be hanging out and how best to reach them.

Finding your sweet spot may not be a piece of cake, but it is worth it

It allows you to create more opportunities to connect with your current customers and your potential customers. You will start creating content that grabs their attention, and that gets the results you are after. Plus, you will stop wasting time on marketing strategies that are not effective with your customer base.  This will save you time, money, and effort, all of which you need to help run other aspects of your business.

Richard Coen

With over 21 years of experience in Digital Marketing, 31 years in sales and 25 years in business development, Richard assists companies to develop key growth strategies on a local or international basis. He can assist marketers to achieve balance in their approach to key areas affected by the growth in digital marketing.