The first introduction of a new product or service is just the tip of the iceberg when it comes to crafting a successful marketing campaign. From selecting a target audience to making adjustments based on customer feedback, businesses have a lot to handle and it can be easy to miss something important when leaders are trying to market something for the first time.

To overcome these challenges and see long-term success, it’s essential to examine every aspect to ensure a step has not been overlooked, as even one element could make all the difference for your next marketing venture. Below, 17 Forbes Business Council members share the winning strategies they leverage to create winning marketing strategies.

1. Develop Systematic Processes

One commonly overlooked step is developing systematic, recurring processes for understanding and leveraging customer insights. It’s important to invest in this initial phase as customer insights can help you tailor messaging to different segments and personas, ensure your messaging will resonate, reach buyers on the channels they prefer, guide product development and build trust in your brand. - Carla Bourque, Rebrandly

2. Communicate New Offerings To Existing Customers

One overlooked step is often forgetting to communicate the new product or service internally with current customers. So much time, effort and money is spent on marketing the new product and service to new customers that we often forget existing customers. Making sure they know about the new offering can be low-hanging fruit in the overall plan. - Craig West, Capitaliz

3. Prioritize Efficient Resource Allocation

Many businesses fall short when it comes to efficient resource allocation. By understanding your audience, you can direct your marketing resources (both time and money) toward channels and strategies that will be most effective in reaching them. Instead of casting a wide net, you can strategically target where your audience is most active or responsive. - Stephen Nalley, Black Briar Advisors

4. Invest In Social Influencers

Find social influencers. These influencers are a really underrated channel that I didn’t understand the power of until we started using them ourselves. We recently allocated a budget for influencers to help with a campaign and saw almost double the results of our usual methods. Having people authentically vouch for your product will make your target market feel like you’re someone they can trust. - James Clift, Durable

5. Utilize Customer Testimonials

One overlooked step is not utilizing customer testimonials and reviews in marketing campaigns. Leveraging positive feedback not only builds trust, but also humanizes your brand by showcasing real experiences with your product or service. This step is crucial because people tend to trust peers more than advertisements, making it a potent tool for enhancing credibility and attracting new customers. - Sevana Petrosian, SEV

6. Test Your Product Or Service

Before diving in, test your product or service. Being a business owner means being in sales. Remember that success requires wearing many hats and stepping out of your comfort zone. Don't assume greatness guarantees sales; validate market demand for profitability. - Allen Kopelman, Nationwide Payment Systems Inc.

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