There are tons of digital marketing agencies out there, but what sets our Columbus marketing agency apart from the rest is our 4-step marketing strategy that’s proven highly effective. In this article, we’re going to breakdown that excellent strategy, providing you with a brief and easily understandable summary of what makes our Columbus digital marketing agency stand out amongst the crowd and how that strategy can help to fix your marketing strategy.

Step One: Unique Selling Point

Coming up with an excellent attention-getting unique selling point is the most critical part of our 4-step marketing strategy; everything else depends on it. Your unique selling point is the thing that sets you apart from the many other businesses in your industry.

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One surefire way to determine your unique selling point or marketing message is to imagine you have 15 seconds to sell a customer on your business, 15 seconds to explain to them why you’re a better choice than everyone else vying for their business.

A word to the wise from our Columbus marketing agency, avoid using “cheapest” as one of your unique selling points. Many businesses make the mistake of focusing on price alone. The problem with that is that price isn’t everything to most of your customers. It’s an important factor to consider, but many customers aren’t as concerned with price as they are the value. Cheapest isn’t always better and a lot of customers only go for the cheapest option when everything else about the product is the same. Not to mention, if you compete on price alone, you’ll go broke trying to keep at the lowest prices.

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When constructing your unique selling point, you have to do your research and listen to what it is your customers want. In order to show them that you’re the best option, you have to know what they think is “best.”

Step Two: Platforms and Offers

While coming up with a terrific and compelling unique selling point is essential, you have to have some way to broadcast it to your customers. In order to communicate your unique selling point to your customers, you have to get their permission for you to contact them and their contact information. This can be trickier than it sounds, but it’s an essential step in the process to fix your marketing strategy.

Many people are hesitant to share their contact information, sick of spam emails and telemarketing calls. It’s up to you to sweeten the deal with exclusive offers for subscribers, convincing them to sign up. You can incentivize like this by offering something to the customer for free. No sales pitches, no catch. They sign up and you send them the free offer. This shows the customer there’s something in it for them to sign up and gives you the opportunity to collect their information for your database.

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This free offer should be valuable to your customers but doesn’t necessarily have to cost you a  lot of money. You can give them a free ebook, information booklets, a DVD, coupons, a gift card, anything that fits with your business model and would be valuable to your customers. Restaurants might choose to offer a free dessert while a publishing company might offer a free ebook outlining how to get published.

Step Three: The Marketing Arsenal

After you’ve come up with an amazing unique selling point and built up a good database of customers to send it to, it’s time for the next step in our 4-step marketing strategy, cranking up your marketing arsenal. The marketing arsenal includes all forms of marketing exposure. These methods and forms change regularly but the purpose of your marketing arsenal is to gain exposure.

Many businesses make the mistake of focusing on their marketing arsenal as an independent entity rather than a crucial step in a 4-step marketing strategy. Your marketing arsenal contains 2 groups of weapons or tools: online marketing arsenal and offline marketing arsenal.

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Online Marketing Arsenal Weapons

The online marketing arsenal weapons each business has at its disposal include the following:

  • Search engine optimization (SEO)
  • Local search marketing
  • Content marketing
  • Video marketing
  • Social media marketing
  • Video marketing and optimization
  • Pay-per-click marketing
  • Pay-per-conversion marketing
  • Content network marketing
  • Visitor remarketing
  • Referral campaign marketing
  • Affiliate program integration
  • Joint venture marketing
  • Podcasting
  • SMS or text message marketing
  • Mobile app marketing
  • Public relations marketing

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Offline Marketing Arsenal Weapons

The offline marketing arsenal weapons each business has at its disposal include the following:

  • Direct mail marketing
  • Radio marketing
  • Billboard advertising
  • Event sponsorship
  • Television marketing
  • Magazine or other print marketing
  • Direct sales marketing
  • Telemarketing

You should always measure the effectiveness of your marketing arsenal. Our Columbus digital marketing agency could do this for you. To read more on how our Columbus marketing agency and our effective 4-step marketing strategy can help fix your marketing strategy in greater detail, download our free ebook offered on our website.

Step Four: Marketing Automation

The last step to our 4-step marketing strategy is marketing automation which helps ensure that no one falls through the cracks during the communication of your unique selling point and offer. Thanks to step two, you should now have a strong database of customers with whom you can communicate. Now, you have to manage, segment, and automate your communication.

When many people think of automating their marketing communication, they think of emails, but it’s more than just emails. You can automate your communication over any medium based on the information you have in your database: phone call, email, direct mail, text message, etc.

The key to this step is communicating in moderation. You don’t want to abuse the information you’ve gathered by badgering your customers with far too many emails, phone calls, or letters/advertisements. You want to be sure that you only communicate with valuable information your customers care about.

To handle your marketing communication correctly, you need to plan it all ahead of time. This plan is known as the marketing funnel and it’ll help you share your unique selling point effectively with your customers. Creating your marketing funnel can be much more difficult than it sounds.

Our Columbus digital marketing agency can create the perfect customized marketing funnel. The customized marketing funnel we make for your business will carefully communicate new special offers and other customer benefits. Our goal is to encourage your customers to stay committed to the relationship and become lifetime customers.

No matter what, you want to ensure that all your communications contain a call to action. Each message you send should include your unique selling point and a clear and direct message as to how to take the next step in the business relationship which will serve as your call to action.

How Our Columbus Marketing Agency Can Help Fix Your Marketing Strategy

This 4-step marketing strategy can sound easier to implement than it actually is. That’s where our Columbus digital marketing agency comes in. Not only can we implement our effective 4-step marketing strategy perfectly, but we work diligently to monitor your plan’s effectiveness and fix your marketing strategy.

By contacting us today, you can receive our free ebook better detailing our effective 4-step marketing strategy as well as a free 30-minute consultation with the experts at our Columbus marketing agency.

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Eric Keeneth
Eric KeenethPresident, 3Keen Marketing
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