Focus on educating, entertaining, exciting and engaging customers.
In the event that a marketing plan is under performing, marketers must reassess the plan and double-check whether the plan's basics are sound. A marketing plan should provide customers good content, be consistent and make use of social media correctly.
Identify issues that are either pain points for customers or are issues they are motivated or excited about. When communicating about a product or a service, focus less on the features themselves and more on the benefits the customer can expect.
A well implemented hook can help capture the attention of the customer. This could range from being a video to an email. Getting customers to like and eventually trust a brand, showcase its personality. The author cautions against using language that the target audience may not understand.
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[3 minute read]