The Most Common Reason Why Marketing Fails.
When it comes to your marketing, do you start with the strategy?
It is easy to get focused on the how. You think "I need some leads" so you decide to build a website or start networking, or decide to try a flyer drop. They focus on the ‘strategy.’ Alternatively, you receive a phone call from someone talking about a strategy and you decide to advertise using that strategy. In either instance you are starting with the strategy. Sometimes starting with the strategy can achieve results, but often the strategy won’t always produce the result you want.
So where you should be starting instead?
The first place to start is asking “Who is my target market?” Get clear on who you are targeting. I recently ran a whole session on defining your target market at one of my workshops and for many businesses they discovered that they had more than one target market. Sometimes there are multiple markets and often you’ll need different strategies to communicate with different markets.
You need to be very, very clear on who it is that you are actually targeting. You need to know not just who they are, but need to understand what their dreams are, what they aspire to, what they are afraid of. You need to really get inside their world and understand them before you start doing any marketing or advertising.
The second step and second question to ask is “what offer would excite them?” Think about it and figure out what would get them out of their seats and drive them into action? The key thing with an offer is figuring out what would be of value to them. By knowing the target marketing, understanding what their aspirations are, and what frustrates them you should be able to come up with an offer that is of real value to them and by providing an opportunity to achieve that aspiration, or by ridding them of that frustration or pain.
Offers must add value. An offer might be something free like some free content or a blog post. Other times it might be a direct offer that you want them to take. You might invite them to come to an event, or take up a special offer when they purchase.
Finally, once you have figured out the target market and the offer, then you can work on the how. Which strategy can you use to reach the market? What is interesting is that even if you have a poorly executed strategy, but have the right target market and a good offer, chances are you will still get some business. But the other way around, you might have the best looking website or the best looking marketing strategy but if you put in front the wrong market with an offer that they aren’t excited by, then you’re not going to get a response.
Remember, first question - Who is your target market? Second question - What offer would excite them and thirdly - Work on the strategy of how to get that offer into the hands, into the eyes, into the hearts of your target market.
If you need help with this process you might want to consider getting in touch to see how we can help you. Alternatively you can come along to one of my business workshops and seminars.