Do you sometimes get the feeling that your marketing strategy is missing something? Maybe sales leads just aren’t closing, even though you have a great product. Or perhaps your top-of-funnel efforts simply aren’t generating enough leads in the first place.
You aren’t alone. Most businesses — a full 78% — are dissatisfied with their sales conversion rates.
Regardless of what you’re selling or where your problem lies, there are six key elements of any effective marketing strategy. Here’s a compilation of advice on those six essentials.
1. Start with a compelling story. Erin Berman, founder of Blackbeard Studios, a digital creative agency, is an established brand storyteller and inbound marketing expert who’s helped dozens of startups reach more customers.
According to Berman, effective marketing contains all of the elements of an irresistible story. These include characters (target audience); their challenges (pain points) and motivations (desired outcomes); a setting (connecting the dots); obstacles (to the desired outcome); the climax (the value your solution provides); and a conclusion (the delivery of that value).
Once you have these elements in place, you can begin to build the central message that demonstrates how your product or service takes audiences from where they are now to an ideal scenario in which their lives are improved.
Not sure where to begin? Berman advises entrepreneurs and marketers to “consider tales that captivated you and provided your greater mission in life. Don’t worry if your answer seems silly or overly complex. Get your creative juices flowing, then write.”
@steveolenski is a writer who drinks too much coffee and knows a thing or two about marketing.