Whenever you begin creating a marketing strategy for unified communications as a service (UCaaS), you must create a roadmap for what you are trying to accomplish before diving straight in. Doing this will give you the best chance of having success. But how do you create a well-thought marketing plan that considers your target audience?
This article will provide you with several marketing strategies for UCaaS.
1. Understand your target audience
One of the most important things you can do as you set your marketing strategy is to understand your target audience, as this will help you extend your marketing reach and achieve better results. You should get to know your customers personally and develop a deep knowledge of their pain points and interests. To do this, you can send our surveys or ask your sales representatives who speak with your target audience regularly.
You can also use social media to monitor your target audience and see what UCaaS topics they are invested in. Hone in on what services and products they are most excited about and the things holding them back from making a purchase.
Creating buyer personas can help you organize all the information you’ve gathered from your surveys and customer feedback. You can then use these profiles to help drive your marketing strategy and campaigns.
2. Determine your marketing goals
What are you hoping to achieve with your UCaaS marketing strategy? You’ll want to ensure that your goals are specific, measurable, attainable, realistic, and time-bound (SMART) for the best results. This will help you lay out and know what goals you’re working towards.
Suppose one of your goals is to gain 25 new customers from inbound marketing in the next three months. If you have an outlined plan, you have a higher chance of achieving and surpassing them.
3. Develop your marketing tactics
Once you’ve laid out your marketing goals and established who your target audience is, you can now delve into and decide on the strategies and tactics you want to use to reach your goals. You’ll want to ensure you’re using marketing tactics that will target your audience at each stage of the buyer’s journey.
To identify your marketing strategies, you’ll want to research where your audience gets their information about your products and services. You can then dive into how those websites market their products or services. Maybe these companies use social media networks to stay in touch with their customer base or write informative blog posts on their website. Seeing what your competition is doing can help you get inspired for your UCaaS marketing efforts.
4. Set your marketing budget
How much can you afford to spend on UCaaS marketing? Answering this question is essential for planning out your marketing campaigns. Your budget will likely depend on the industry, the size of your business, and its growth state. If you’re a new company that has only been in business for a few years, you should use between 12 to 20 percent of your gross revenue or projected revenue for marketing. Companies under a year old likely won’t have as many resources to devote to marketing as they first need to raise capital to do so.
And if your business has existed for more than five years, budget between 6 to 12 percent of your gross or projected revenue for UCaaS marketing. Remember that your marketing budget isn’t fixed and can change depending on your company’s needs.
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