You wouldn’t build a house without first creating blueprints. It’s the same case for your UCaaS marketing. If you want your marketing campaigns to have the best chance of being successful, you need a strategy, and not just any strategy. It has to be a well-thought-out marketing strategy that takes your target audience into consideration.
We’re sharing the 4 steps to creating a UCaaS marketing strategy that best fits your specific business needs.
4 Steps to Guide Your UCaaS Marketing Strategy
1) Understand your target audience
Understanding your audience can help you extend the reach of your marketing and achieve better results. Get to know your customers personally and develop a deep understanding of their pain points, interests and motivators. Send out email surveys or ask your sales reps who speak with your target market on a daily basis.
Use social listening to monitor your target audience and see what UCaaS topics they care about most. What communications services and products are they most excited about? What business challenges are holding them back?
Create buyer personas to help you conceptualize and organize all the information you’ve gathered. Use these customer profiles as a sales and marketing tool.
2) Determine marketing goals
What do you hope to achieve? Make sure your goals are specific, measurable, attainable, realistic and time-bound (SMART) for the best results. That way, you will know exactly what goals you’re working towards.
For example, one goal could be to gain 12 new customers from inbound marketing in the next six months. When your goals are tangible, you have a better chance of achieving and, eventually, surpassing them.
3) Develop the marketing tactics you’ll use
Once you have an understanding of your marketing goals and your target audience, it’s time to detail the strategies and tactics you’ll use to achieve these goals and reach these prospects. Make sure you’re using marketing tactics that target your prospects at every stage of the buyer’s journey.
To identify your ideal marketing mix, find out where your audience goes to get information about your products or services. For example, you could post on their favorite social media networks or write a guest blog post for an online technology news website or publication they read frequently. You can also see what your competition is already doing and get inspired by their UCaaS marketing efforts.
4) Set your marketing budget
Knowing how much you have to spend on UCaaS marketing is essential for planning out your campaigns. Your marketing budget will ultimately depend on your industry, the size of your business, and its growth stage.
If you’re a newer company that has been in business for one to five years, you should use 12-20 percent of your gross revenue or projected revenue for marketing. Companies less than a year old typically need to ramp up before devoting money to marketing.
If your company has been in business for more than five years, it’s best to allocate between 6-12 percent of your gross revenue or projected revenue for marketing. Keep in mind that your marketing budget isn’t fixed and immutable; it will change over time as your business grows and your customers’ communication needs change.
Building a UCaaS marketing strategy won’t happen overnight. Make the commitment to invest the necessary time and effort into developing a solid UCaaS marketing strategy and amplify the success of your efforts.