10 Proven Strategies for Making Massive Gains from Your Marketing
“Marketing efforts are the pulse of any business, driving growth and engagement. As American Marketing Author and Consultant, Philip Kotler famously said, ‘Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value.’ This highlights the importance of understanding customer needs and tailoring strategies to meet them, ultimately enhancing brand loyalty and sustainability.”
In the ever-evolving world of marketing, businesses must adapt their strategies to remain competitive and relevant. A sound marketing strategy not only drives sales but also builds brand loyalty and engages consumers in meaningful ways.
If you’ve been seeking new ways to improve your marketing efforts, then you’re in the right place. Here are 10 Proven Methods that will improve your marketing results
1. Understanding Local Culture and Consumer Behavior
One of the primary strategies to improve your marketing efforts is understanding the local culture and consumer behavior of your target audience and where your business is located. This includes recognizing cultural nuances, traditions, and values specific to different regions. For example; McDonald’s is a global fast-food giant, but it also knows how to cater to local tastes. In India, where many people are vegetarian or avoid beef and pork for religious reasons, McDonald’s offers a variety of veggie burgers, such as the McAloo Tikki, the McVeggie, and the Paneer Salsa Wrap. It also has chicken and fish options, such as the Chicken Maharaja Mac and the Filet-O-Fish. This shows the brand’s adaptability which increased its brand resonance. By offering a menu that appeals to different segments of the Indian population, McDonald’s has become one of the most popular fast-food chains in the country.
2. Leveraging Mobile Technology
In Africa, mobile penetration is among the highest in the world, with millions of people relying on mobile devices for communication and transactions. This means that incorporating mobile marketing can dramatically enhance outreach. A notable example is MTN, a leading telecommunications company, that leveraged mobile technology by launching MTN Mobile Money.This service enables users to send, receive money, and pay for goods using their mobile phones. Marketing this service through SMS campaigns and localized advertisements led to widespread adoption, making mobile money a staple in many households.
3. Utilizing Social Media Platforms
Platforms like Facebook, Instagram, Twitter, Tiktok, YouTube and more, are crucial for enhancing marketing efforts as they offer unparalleled access to a vast and diverse audience. Therefore, engaging these platforms would enable businesses to engage directly with customers, build brand awareness, and create personalized content that resonates with target demographics. Social media also provides valuable insights through analytics, which allows you to track performance and adjust strategies in real-time. A good example is GTBank Nigeria which boasts of over 5 million fans, making it one of the most popular brands in Africa on Facebook. It also has a presence on platforms like X, LinkedIn and Instagram. Initially, GTBank’s social media efforts were all about customer service and connecting with people. The bank then aimed to figure out one key thing: what do customers and potential customers really want from their bank? This insight has shaped their strategies and choices, such as deciding where to install new ATMs, launching e-branches, and opening a full-service branch. Today, GTBank has a dedicated online customer care team that’s available 24/7 and has introduced a banking app that lets users open GTBank accounts directly on Facebook. By leveraging social media, you can boost visibility, foster customer loyalty, and drive more effective and efficient marketing campaigns for your business.
4. Develop Local Partnerships
Forming partnerships with local businesses can enhance credibility and facilitate market entry. These collaborations can provide valuable insights into regional dynamics and consumer preferences. For example; Unilever’s partnership with local distributors in Kenya facilitated the launch of its “Bright Future” campaign. By collaborating with established businesses, Unilever was able to tap into local knowledge and distribution networks, resulting in rapid market penetration and improved brand recognition, especially in rural areas where access to major retail outlets is limited.
5. Focus on Sustainability
Sustainability is becoming increasingly important to consumers globally, even in African markets. Emphasizing environmentally friendly practices and corporate social responsibility can enhance brand reputation and consumer loyalty. For example: Flutterwave, a prominent payment technology company in Africa, once partnered with the Africa Upcycle Community, a group of young social advocates, to celebrate its Sustainability Week. This collaboration which featured various initiatives aimed at highlighting the role of corporate responsibility in the global journey towards sustainability, helped to positively influence the financial landscape in Nigeria and across Africa which was focused on inspiring and empowering individuals and businesses to adopt sustainable practices. The importance of this partnership highlighted Flutterwave’s commitment beyond processing payments; but also their dedication to addressing environmental issues and working with local communities to create lasting, positive change
6. Tailor Products and Services to Local Needs
Grasping and meeting the unique needs of local markets is crucial for successful marketing. This approach helps businesses customize their products, services, and messaging to connect better with their audience. Local markets come with their own cultural, economic, and social influences that shape how consumers behave. By understanding these differences, companies can craft marketing campaigns that are more relevant and attractive, which can lead to greater customer interest, loyalty, and sales. Plus, having localized strategies strengthens brand recognition and builds trust in the community, ultimately boosting overall business success. For Example: Procter & Gamble (P&G) introduced their “Ariel” washing detergent specifically formulated to work effectively in cold water, which is essential in regions with limited access to hot water. By responding to local usage preferences, P&G significantly increased its market penetration, showcasing the importance of tailoring products to regional needs.
7. Invest in Community Engagement
Building trust and rapport within communities can significantly influence purchasing behavior. Active community engagement demonstrates accountability and commitment to local welfare. Also, engaged communities often lead to word-of-mouth referrals, amplifying brand visibility and credibility. This two-way interaction not only boosts brand loyalty but also enhances the overall customer experience. For example; Nestlé launched the Creating Shared Value Initiative to promote sustainable agriculture and improve the livelihoods of smallholder farmers in Africa. This corporate responsibility program conveyed a commitment to responsible sourcing and engaging with local communities, resulting in enhanced brand loyalty and positive consumer perception.
8. Utilize Influencer Marketing
Influencer marketing is becoming a preferred strategy as consumers turn to social media figures for recommendations. Partnering with influencers can help brands reach their target demographics more effectively. One of Nigeria’s Vegetable cooking oil brands, Power Oil partnered with the Kanu Heart Foundation to facilitate open-heart surgeries in Nigeria.
The founder of the foundation, veteran footballer, Kanu Nwankwo, announced the partnership and stated it was a collaboration aimed towards saving more lives through the foundation’s open-heart surgery program. He said the campaign, titled ‘Together We Can Save A Heart’ fitted in with the vegetable cooking oil company whose vision is to promote heart health which aligned perfectly with the KHF mission to help people with heart problems. Kanu hailed his partnership with Power Oil as a win-win, as he encouraged consumers to purchase the product as an indirect means of supporting the foundation. This partnership allowed both organizations to access new audiences and build credibility, leading to increased sales and brand awareness.
9. Localize Communication and Language
This is crucial for improving marketing because it helps your brand connect with different audiences more effectively. Therefore, adjusting content to reflect the cultural differences, preferences, and language of a specific market can greatly boost engagement and how your brand is perceived. Localized marketing builds trust and relatability, increasing the chances of converting potential customers, who are more open to messages that are relevant to their local context. For example; Africa is home to thousands of languages and dialects which implies that localizing communication for marketing can significantly impact business success. Multichoice, a leading entertainment company in Africa, invested in localizing its DStv services by providing content in various local languages. This approach enhanced engagement with diverse audiences and paved the way for increased subscriptions, demonstrating the power of language in marketing.
10. Contests and Giveaways
Hosting a contest can effectively grow your fan base. By organizing a simple enter-to-win event that is easy to participate in, you can attract a large number of followers, likes, and interactions on social media. Additionally, you gather valuable customer information, which can help expand your customer base. According to Hubspot, brands running contest campaigns saw an average increase of 34% in new fans for each campaign. What makes contests special is their ability to actively involve an audience. Unlike standard content shared by brands, a contest encourages people to engage with your brand through the excitement of potentially winning something valuable. For example; Dove held a selfie contest with the grand prize being a spa experience for two people. Facebook Users were required to take a picture of themselves holding a Dove Beauty Bar. And then submit that picture in the comments section of the giveaway post. Facebook users were also required to ‘Nominate a Friend’ to enter the giveaway. A spa experience for two people which was the prize was in line with Dove’s target audience -an audience that has an interest in beauty and wellness.
Conclusion
Enhancing your marketing strategy requires a multifaceted approach that incorporates various tactics tailored to your brand’s goals and audience. By adopting these strategies mentioned above, you can ensure that your marketing efforts are not just effective but also sustainable in the long term irrespective of the market.
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About Dr. Abiola Salami
Dr. Abiola Salami is the Convener of Dr Abiola Salami International Leadership Bootcamp and The Peak PerformerTM. He is the Principal Performance Strategist at CHAMP – a full scale professional services firm trusted by high performing business leaders for providing Executive Coaching, Workforce Development & Advisory Services to improve performance. You can reach his team on hello@abiolachamp.com and connect with him @abiolachamp on all social media platforms.