Emmanuel Otori
360 Degree Marketing is a marketing philosophy companies
have been finding to be effective since the beginning of time.
Most people have heard of 360 degree marketing in passing yet do not fully understand this unique approach to converting prospects into paying customers. In short, 360 degree marketing is centered on acquiring new customers with the use of a truly cohesive approach.
Sales are a of whether a business would survive or not. The life blood of every business is embedded in the day-to-day activities that can generate consistent cash flow.Some organizations get caught up in trying to do many things
are at time which makes their progression towards activities that contributes
to their down line flawed and is visible in the finances of the organizations.
Organizations are not necessarily alarmed until there is a
sharp drop in revenue; however a sharp drop in revenue is only an indication of
many other factors beyond what has been observed.
This revenue drop is a symptom that some core activities are
ailing such as staff retention, customer service, lack of repeat sale, poor
product management, unclear definitions of target market, lack of promotional.
If sale is consistent, a business can survive the most
difficult phases as cash flow is directly linked to the overall activities.
The most important question to ask then is “how can more
sales be made”? Without asking this question, the business risks every other
form of major distraction.
The 360 degrees Marketing Technique
The 360 degrees marketing techniques are sometimes called
Integrated Marketing Communications (IMC). These techniques are a mix of
several activities that organizations are engaged in to increase awareness
about a product or services.
The perception of visibility by a customer over a long
period of time consistently makes a brand become a sort of inevitable to a
customer whenever they need to make a purchasing decision as the brand is the
first to come to mind due to the number of exposures they have had with the
prospect and vice-versa.
1. Email Marketing
Email is one of the easiest and fastest ways to reach a
large audience and when properly deployed has the potential to create a
consistent stream of customers, as it takes the form of a closed user group
through reception of newsletters by the customers and overtime a relationship
is built through readership as audience are regularly updated about eh
activities of the organization or products and services.
Email Marketing also helps to create some form of targets as
there are metrics that could show who reads a particular newsletter and how
many times.
Observing the behaviour of the readers and the type of
content they are reading could initiate a purchase decision by offering a
product that compliments what they read.
2. Blogging
Blogging is similar to email marketing, but while email
marketing is only sent to subscribers or users generated through a third party,
blogging reaches out to all possible audiences that are online and serves as a
tool to consistently inform customers about the product, services or activities
of a business.
Regular blogging should average up to 3-5 blog posts weekly
to make conversions; this done over a period of 6 months is a guarantee for
increased sales.
3. Granting Media Interviews
As much as the new media is emerging greatly, the
traditional media still holds a sit in the preference of most audience and ability
to use these tools such as television, radio and print media is key to reach a
lot of people.
The conversations on these platforms creates a direct
connection with the listeners as it is visual and ability to see the person
being interviewed as they share industry based experience makes them look to
most audience like a thought leader.
This done over time would make such personality become a
face and voice in their sector.
4. Search Engine Optimization (SEO)
Search Engine Optimization is arguably the first on the list
of all techniques as it reduces the time, effort and energy to directly reach
out to the prospective customers.
SEO guarantees that prospects can easily find an offer and
make a purchase decision as it places a brand right where the audience is
seeking answers.
Sales are also made round the clock with no limitation of
where the customer buys from.
5. Networking
Getting exposure as a Founder for your business is necessary
to build a personal brand first, as this benefit extends to a business brand as
trust can easily be built when people can interact with the owner of the business.
A core part of business visibility is to ensure that a
business owner continuously puts themselves out there as many times as
possible, and this consistency overtime is able to drastically build loyalty
right from the onset and sales.
While there are many other techniques in addition to the
ones mentioned, engaging in one or more of these activities has the potential
to increase the revenue base of the business and reachability.
Emmanuel Otori, has worked on the GEM Project of the World
Bank, Conducted training for entrepreneurs and professionals at the Abuja
Enterprise Agency and has over 8 years of experience of working with over 50
SMEs across Nigeria.
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