How to get your brand heard in a new market

Venturing into new markets with your brand may be a daunting task. If it’s done wrongly, you could sink vast amounts of financial capital. Succeeding with a market entry, your brand could acquire new revenue streams and new customers at the same time.  

So, what are the things you need to keep in mind when preparing to enter a new market?

Understand your market
  • Do your research. Never assume that you know what your target audience wants. You need to have the facts and research to back it up. Take a close look at the market and find out what the most pressing needs, issues and desires of your target audience are. It will help you to position yourself as the answer they’re looking for.
  • Where do they get their information from? There’s a plethora of platforms for content consumption – both online and offline. But how will you actually reach them – through blogs, newsletter subscriptions, newspapers or social media? Focusing your efforts on the appropriate channels will ensure that you get the most mileage out of your resources.  
  • Tailor your content. Something that works in China may not necessarily see the same success in Singapore – or vice versa. Localising content helps to shape your messages in a way that your customers can relate to.
Know your competition
  • Make a competitive analysis. Walking into a new market it’s important to identify the factors contributing to the success and failure of existing brands. What has the market leader done so well that elevates them to their current position? Why can’t other brands find their footing? Learn about the methods your competitors use and find out which they are not using.
  • Differentiate your brand. At the same time, there is also great value in making sure your brand stands out. But what are you offering the market that differentiates you from others? Moving into a new market and immediately trying to compete with everyone else in the industry is not a task to be taken lightly. Carve out your own niche and communicate it to your target audience. Operating in a specific niche will reduce the number of direct competitors your brand has to manage.
Have an eye on the market
  • Spot trends. Depending on what industry you are in, markets tend to move fast today. Trends are insightful and a powerful source of information. Keeping up-to-date with the latest trends allows you to understand the current interests and wants of consumers, which will help you to capture the attention of broader audiences.
  • Network the industry. Smart business leaders know to always be on the lookout for emerging trends and be prepared for what comes next, so they won’t be left behind. However, not all trends start online. Get a feel for the industry by attending networking events in your field.
Look for media opportunities
  • Owned media. Build a communication strategy for your brand. Make sure you are consistent in what you say and how you describe your brand. Using your own media channels, such as your company blog, social media or thought-leadership pieces on LinkedIn, are an easy way to spread the word. Just make sure that you are on brand.
  • Earned media. Earned media is often the aim of a brand’s PR and social media efforts, including media coverage, social media posts, reviews, and blog mentions. As the average consumer is bombarded with countless advertisements daily, earned media is one way to stand out from the masses.

The following questions will help you when looking for brand-appropriate earned media opportunities:

  1. Is there something unique about your organisation that might interest local, national, or trade-related news outlets?
  2. Do you have existing customers who are possible brand advocates?
  3. Are they willing to tell the world why they’ve had a fantastic experience with your brand?

Why is earned media so effective? It’s simple – customers trust the opinions and experiences of other customers more than any other source available. The road to success may be a bumpy one, but take these tips into account to smoothen your journey as much as possible.

Trying to break into a new market? Drop a message to hello@mutant.com.sg

 

How to manage your marketing projects more efficiently

Doing more with less is what every marketing manager hopes for but efficiency is easier said than done. Smaller companies might even feel they are too niche to be doing anything at all.

If you are exhausted from handling too many marketing tasks (or the mere thought of it), then it’s time to change things up. Here are four suggestions that will help you become more efficient in managing your marketing:

Stop micromanaging

Managers love managing – there is no doubt about it. In marketing that’s no different. When coordinating multiple campaigns at different stages, it might seem counter-intuitive to take your hands off everything. However, you have to remember that you have hired talented people to do the job.

Micromanaging is a bad habit which, more often than not, will actually slow down progress, screwing your own deadlines in the process. You don’t need to take the lead on every single task. Learning how to delegate work will not only help you stay sane, but gives you the time and space to see the bigger picture – which is actually your task. Remember that you are a marketing manager – not a graphic designer nor a copywriter.

If you trust in your hiring choices, then your teams don’t need micromanaging. They need to be empowered with information and space to manage themselves. This is true for in-house marketing departments as well as agencies that support your efforts.

Get help if you are understaffed

You know what to do, but you simply don’t have the resources to execute it yourself – so don’t even try. Smaller companies often try to manage all their marketing efforts in-house, sometimes relying on one person to ‘do it all’. Other companies operating in niches often disregard marketing altogether.

Hiring a marketing generalist to take care of newsletters, social media, blogs, and events will eventually cost just as much as using external partners. But it won’t get you the same outcome.

Marketing is results-driven, but tracking content and performance across multiple channel and platforms can become tedious. Use the resources of external partners to combine your marketing reporting and tracking in one platform. Don’t get me wrong – you still have to define your marketing goals. But working with agencies to plan, execute, and track marketing campaigns will make your work a lot easier.

Don’t chase every marketing trend

The world of marketing is fast-paced, ever-changing, and vast – touching everything from social media and content to PR and web design. Staying up-to-speed is your job, but not every trend will add value to your business. Just because Snapchat is hot, you don’t have to create daily snaps.

Being an expert in every marketing-related field is near-impossible. Specialised agencies can help you to fill your knowledge and resource gaps. If social media is your weakness, then hire an agency that specialises in it.

You need to understand what works for your brand and what doesn’t. Of course, it’s important to be informed about trends, but you shouldn’t let your goals out of sight. If the majority of your leads come via your website, you should focus on  your blog instead of Snapchat.

Reconnect marketing & sales

Especially in larger companies, it isn’t uncommon to encounter a disconnect between marketing and sales. While both are separate departments and work independently, they actually should work directly together – after all, they are chasing the same goals.

Establish a process that helps to connect these two departments. Create effective communication channels, set up regular meetings, and catch-ups. Being clear about objectives and how to achieve them together will help to connect these departments more closely. In the long run, it will simplify your work.

Bottom Line
  • Make the right hires, so you can delegate tasks and empower others
  • Get help to plan, execute, and track your marketing
  • You are never too niche to do marketing
  • Focus on what is bringing results – not trends
  • Create synergies across departments to achieve your goals

 

Need help with managing your marketing efforts? Get in touch with us at hello@mutant.com.sg