Mokhtar Jabli is founder and CEO of The Nightfall GroupCalifornia’s premiere luxury rental and travel concierge service.

Thoughtful, tactical marketing can be a highly effective way to primely position your business to potential clients and partners. Research from the Content Marketing Institute shows that 75% of marketers increased their brand’s credibility and trust through digital marketing tactics. Without a successful marketing strategy, businesses may find it difficult to navigate the right avenues to market their products and services and cut through the clutter of competition.

How To Make Your Marketing More Intentional

Many companies have an idea of ​​base-level marketing, but in order to go from good to great, they need to learn strategies they can use to get to the next level. With these three tactics, businesses can grow their presence to increase their client base, name recognition and revenue.

1. Research your competitors.

One way to gain the upper hand in your business’ market is to research the competition. As an example, as the leader of a rental and travel concierge service, I might look into luxury travel companies, concierge companies, real estate companies, luxury goods and services and other topics related to my business. Keep a list of these companies so you can watch how they grow and how their marketing changes over time, and be sure to add new companies to the list when they enter the market.

After compiling your list, determine how they are marketing themselves by looking at how they are highlighted in search results. For instance, if a company is displayed at the top of a search page, it’s likely utilizing Google Ads. You will likely notice the word “Ad” appears in front of the hyperlink. If a company shows up several times in recent news results, it likely has a public relations team that is securing media placements.

Once you find out how your competitors are utilizing marketing, you can make informed decisions about the opportunities you want to pursue.

2. Develop personalized marketing collateral.

Studies have shown that personalization is the key to returning clients, and this extends to the business’ marketing strategy. In order to successfully gain new clients or retain existing ones, consider customizing your marketing approach to better suit their needs.

First, you need to understand the different types of marketing collateral and what makes sense for your business. Every business should have an eye-catching website that highlights its products or services and any other relevant information. Having a blog on your website can be an effective tool for generating leads as well; Hubspot research shows that 56% of marketers who leverage blogging say it is effective.

Social media pages are necessary for today’s market, and you will want to determine which platforms are appropriate for your business. Facebook is the most popular social media platform for marketers, with 1.8 billion active daily users; Instagram is a short second, with more than 500 million active daily users. Newsletters and email marketing are effective marketing tools—Campaign Monitor estimates that half of the global population uses email. Even with the rise of digital marketing strategies and users, print collateral is still popular with potential and existing clients. In fact, marketing campaigns that combine print and digital advertisements are 400% more effective than campaigns with just one or the other.

Once you determine and start implementing the best marketing strategies for your business, analyze how those strategies are performing. For example, with social media, you can customize ad campaigns to provide a personalized experience to potential clients. It’s also important to place a focus on user experience to ensure your website is performing well. According to an Amazon report, 88% of online shoppers say they wouldn’t return to a website after having a bad user experience. Focusing on your clients’ experience and prioritizing personalization will result in increased marketing success for your business.

3. Gain client feedback and read reviews.

One of the most important ways you can ensure marketing success is through client feedback. Intaking and analyzing client feedback can help you make more informed decisions for your business and, when used correctly, can position you to provide better service for clients through increased personalization.

There are numerous ways a business can gather client feedback. Asking for reviews, either on a specific platform like Facebook or through your website, is a quick and effective way to gain insight into what your business is doing well or where it needs to improve. With newsletter marketing, you can conduct a survey among your current client base to find out key areas where you can grow. Offering incentives like gift cards or discounts on future products or services may get more clients to fill out the survey.

Another avenue is social listening, which Hubspot notes is the number one tactic used by marketers. With it, brands can be attentive to what others are saying about them on social media and in online reviews. This feedback can help businesses learn more about how clients perceive the products and services they offer and market those offerings more effectively.

Scaling your marketing approach should be a priority if you want to see your business grow. By utilizing these marketing strategies, you can help your business become more attractive to existing clients, increase your new client base and positively impact your bottom line.


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