Selling Smarter with Proactive Marketing
In uncertain times, it’s easy to be worried about your business. Wouldn’t it be nice if you could predict the future? Cancel your scheduled meeting with the psychic, throw out the Tarot Cards, and (carefully) put down the crystal ball. Soothe your anxiety, protect the future of your company, and give your customers what they need before they even know they need it with proactive marketing.
What is Proactive Marketing?
Proactive marketing, by definition, means digging into your target audience’s needs, wants, and pain points and introducing your product as the future solution. Proactive marketing is also known as predictive marketing or proactive advertising and allows businesses to control the trajectory of their sales while maintaining flexibility. A proactive marketing strategy is built on using your customer data to predict how their buying habits will evolve.
Proactive vs. Reactive Marketing
Simply put in sports terms, proactive marketing is like being on offense while reactive is being on defense. Why do you prefer it when your team has the ball or is up to bat? Because that means you have a chance to score! When you are reactive, you are surrendering your power to outside forces – the market, the season, your competitors, etc. Proactive marketing is intelligent marketing, where you are creating opportunities instead of waiting for them, and anticipating customer wants and needs before they have them. Most companies are balancing between proactive and reactive marketing but striving to be proactive is a much stronger position.
Why use proactive marketing?
While it takes more upfront work and strategy, as well as ongoing diligence, proactive marketing has many benefits including:
- Shorter sales cycles
- Stronger audience segmentation
- More effective content
- Tailored outreach channels
- Enhanced opportunities for cross-selling and upselling
- Less wasted effort and money
Proactive Marketing Best Practices
Here are some tips for success:
- Commit. Proactive marketing gives you the time and space to be strategic and make good decisions, while reactive marketing scares and overwhelms you into acting, maybe in a way that isn’t best. Don’t sacrifice all the work you put into your strategy to run after every bright and shiny new thing, or you could end up just treading water.
- Stay agile. Commit, but remember no marketing plan should ever be set in stone. You could miss critical opportunities.
- Highlight what you already have. One of the greatest things proactive marketing gives you is the ability to stop watching everyone else and start focusing on your unique value. Rework and reuse existing content and spotlight expertise and industry leadership.
- Keep an eye on competitors. That means watch, not mimic. Even if it just means using proactive pricing to evaluate their cost and pricing structure, it is important to check out what they are doing. Understand to lead, not follow.
- Monitor what works. Some of your proactive advertisements will overperform, and some will miss the mark. A/B test your social media, ads, and email marketing to learn from your audiences. Your decision making will only be as good as how well you are tracking your progress.
Proactive marketing helps you innovate, grow, and weather the storm of changing market conditions. Your business isn’t static, and your marketing strategy shouldn’t be either. Paradigm’s digital media strategy consulting services are carefully designed to help our clients succeed by supporting their marketing strategy development and ensuring every tactic meets the common goals of raising brand awareness, reinforcing the message strategy, and achieving a direct ROI from our work. If our expert digital marketing strategy and consulting services can help you take your business to the next level, please contact us today.