2023 has seen a huge growth in the digital marketing arena with the trend of using big marketing data analytics , but what does it all mean and how relevant is it to my business ? Marketing tools such as Virtual Intelligence ( VI ) reality tools and apps , voice search , personalisation , user-generated content , AI , live-streaming / video content and influencer brand strategy . A lot of this is geared towards marketing automation and following your customers ’ buying journey through the use of data .

2024 is set to be an interesting and challenging year for marketing , considering the new wave of technology and consumer behaviours , and thinking what is right for my business and what will deliver the best return ( ROI ).

1 . Trend Spotting

Marketing is a key revenue driver for business and revenue growth should be a measure of marketing success . Marketing

should strengthen your bottom-line by building awareness , bringing new customers , and keeping your existing customers happy . Marketing can be complex , so choosing the right strategies are critical : balancing traditional and digital marketing . Craft your marketing plan to drive the sales pipeline and organise marketing efforts : only fools have no strategy .

2 . Balancing Act

Doing what is right is the key ! Consider the fact that the [ door and window industry ] [ locksmith industry ] is still fairly traditional . Divide your marketing budget up into mini-budgets for the strategies you know that deliver results . This could be updating brochures , showroom or point of sale materials / packaging or attending a tradeshow , regular e-shot campaigns or local / national advertising . Part of the marketing budget could be ‘ experimental ’ to try new strategies but always measure results and ( see 3 ).

3 . Thinking it Through

Don ’ t dive into the latest craze for example deciding to run social media and pay per click ( PPC ) ads : Think it through . Consider the whole customer journey and get ‘ campaign ready ’: ensuring your marketing campaign is fit for purpose . Getting a click on your online advert is easy and available to the highest bidder , but how will you turn that visitor into a customer ? Is your website content convincing enough ? A lot of PPC efforts are wasted and are merely just building awareness then lost : a long shot . A PPC strategy that works is bolstered by campaign integration and follow-up , through use of marketing automation and data capture .

4 . Integrity

How your treat customers , suppliers and employees all matters . Always try to be fair and reasonable as anything less can impact your reputation and make marketing counterproductive . Aim to keep word-of-mouth positive by considering how you can serve all of your stakeholders better .

News of bad experiences unfortunately spread rapidly , so counteract these with a commitment to excellent customer service , operating with integrity , and resolving any problems quickly . Supporting charitable causes and fundraising initiatives too ; it ’ s all positive PR .

5 . Customer Experience

Ensure every potential customer touchpoint oozes professionalism , inspires , reassures and delights . From how the phones are answered , the quality of product literature sent out , to what is seen on your social media channels and website , and the final product and pre / during / after service received - the message is always consistent and reflects your brand values .

6 . Word-of-Mouth

Historically , one of the best marketing strategies is word-ofmouth advertising . People are more likely to try a product or service if someone they know and trust recommends it . Show industry excellence by developing

an authentic , industry-expert news narrative , and an influx of case studies and testimonials . Talk about new products , innovations , new starters , initiatives and achievements . Collect testimonials from customers and encourage them to leave Google reviews to boost your local SEO rank and provide reassurance to future new customers . Take photographs of projects - before and after shots work very well - and video clips . Build case studies out of your best projects and submit them to magazines , publish them on your blog and social channels ; this will demonstrate competence and boost credibility , attracting more similar projects .

Clear Goal Marketing offers one-to-one professional marketing support to businesses within the fenestration , door hardware and locksmith sectors . Assisting with everything from marketing strategy and planning , to marketing management and campaign delivery . All budgets are stretched and focused on achieving maximum impact and ROI .