Reactive vs Proactive Marketing
Reactive vs Proactive Marketing – Dynamic strategies for growth…
Whether a business uses proactive or reactive marketing strategies or a mixture of both, can have a huge effect on success. Whilst being reactive and having your finger on the pulse is essential, the longer term vision of a well thought out proactive marketing plan will take your company from strength to strength.
An effective proactive strategy will involve a written plan which utilises thorough research and analysis of market data and trends. Social media and other digital forms of communication can be used to great effect, to give consumers an incentive to use your product or service. Market research and using feedback from existing customers is invaluable to devise a strategy that feeds the needs and wants of both present and potential consumers. It’s also essential to be aware of current trends in your field of business which also means keeping an eye on the competition!
Several good proactive marketing tips:
- Focus on customer service. Great service will elevate you above the competition. Today’s customers want more than a simple business transaction, they wish to be engaged, entertained and to feel valued as individuals. Build a dialogue and a relationship with your customers and foster brand loyalty. Customers will also be much more likely to recommend your services which will generate referrals and growth.
- Your website needs to be mobile device friendly. An overwhelming number of customers now use their mobile devices for purchasing and other decisions. Make sure you’re in the game and use this to your advantage.
- Anticipate common questions and have a well written FAQ area on your website and other digital channels. This will generate more leads as consumers can easily and quickly find the information they need at their fingertips.
- Use your network of email contacts to your best advantage. Email communication is still one of the most effective online marketing tools and the one which represents the best return on investment. Make sure your communications are well written, concise and above all interesting.
- Make more use of video marketing and communications. Visual media has great impact on consumers with content being more likely to be remembered and absorbed for a longer period of time. Good quality video content is also much more likely to be shared on social media sites, giving almost viral exposure and reach for minimum expenditure.
- Invest in staff training. Staff who are more aware of the scope and nuances of their role will have higher morale, provide better customer service and be more proactive in their jobs. This will lead to more referrals, leads and greater growth for small investment.
However, reactive marketing does still have its place and must be used in tandem with proactive strategies for maximum business success. Reactive marketing is organic, looking for and responding to changes in the marketplace to either take advantage of or avoid the pitfalls of external pressures.
Political, environmental or technological changes may mean a business has to immediately alter its strategy. A recession or new competitor may cause a luxury goods manufacturer to lower prices, a change in advertising law may cause a company to review or alter its current marketing campaign. A sudden shift in consumer demand for healthier products or consumables with lower environmental implications may mean that a product itself needs to be altered. These are all times in which it’s essential for a business to be able to think and respond quickly and cleverly to create a reactive strategy that keeps return on investment and market share at its highest possible level.
Reactive marketing can also improve a company’s reputation and place a brand in the spotlight if it reacts positively to a new trend or a shift in consumer thinking around ethical or political considerations. Positive public relations can generate huge growth.
So, it’s important to use a combination of reactive and proactive marketing to not only steer your business to your long term goals but also to avoid any molehills on the way there! Being aware of changes in the current marketplace and having a vision for the future will reap rewards in every way.