The Kind of Marketing No One Talks About: Be on Purpose
- THE BRANDING FIRM
- Jan 13, 2016
- 3 min read
First of all, let's take a moment to pat ourselves on the back just for being here. It's a real shift.. a fast moving shift with all the Digital Marketing, digital this and digital that.
We get it. It's not easy.
It's like moving to another country and trying to become a professor when you don't even know the language. Yea right!
So let's take a look at the first things first.
Rather than spending hours in front of the computer trying to figure out what "MARKETING STRATEGY" means and all the new marketing vocabs, start with the most basic that you know by heart. Now don't get us wrong. We love to learn new 'things' everyday. It's just your business should be moving along the way it should rather than waiting for you to earn your PHD in Sales and Marketing. Agree?
Define your business, pin-point your brand value and figure out how loud you have been to your audience (your targeted prospects). Start here. Clarify your brand's purpose.
A few months back, we had a client who wanted to try everything his competitors were doing. After listening to his whole "MARKETING PLAN", we asked him one simple question.
"What are you on a mission for?"
Then came a long silence followed by a short answer. "I am on a mission to save my customers from wasting time." So then, we built upon this statement. We drafted many ways to convenience his customers (so they don't waste time). We added automation to his website where his customers can order, pay, check status, get estimates, schedule, etc (so they don't waste time). We created a training program for his employees to make sure his process was flowing (so they don't waste time). You get the point. With a solid purpose in place, the marketing then was a piece of cake! All we had left to do was invite his audience to witness this purpose... LOUDLY! This is marketing!
Here are three ways to start:
Identify your core purpose
Ask yourself why your customers choose you over your competitors. Every business has a specialty. This may be a quick turnaround, super educated and friendly staff or even the quality of its products. You may want to take the time to survey your current customers to see why they choose to come to you for transactions. Figure out what you like and what you hate in your business. Remember all the issues you faced along the way. Businesses that hold a solid purpose for its being has a bigger chance to resonate more consumers. Do you want to be just another option or one that stands out? In other words, don't run your business sales-driven but live its purpose to drive in sales.
Make sure that your purpose is relevant
Although it is important to know why you started your business; it's just as important to stay relevant. You must learn to evolve and refresh in the way you live the purpose to meet the needs of your audience. If your industry is moving towards automation, it may not be a bad time for you to start your research there. That way your current and future customers can go forward with you. This is a good time to get your paper and pen ready and do a little research within your industry to find out the latest trends of doing things. Once you've made a decision, find out ways you can make this all happen.
Choose three marketing tools you will commit to
Now let's talk marketing! Write down as many business marketing tools as you can possibly think of right now.
Seriously.... we're waiting..
Now, circle three that you will commit to for the next 6 months-- consistently (daily, weekly, monthly, quarterly). If it's social media, we recommend updating with a new engaging post (which we will heavily discuss in future blogs and webinars. every two to three days. Newsletters are good once a week and best at every two weeks. How about your website? Have you taken a look at your website lately? If not, now is the time to do so. Commit to learning how to easily design and update your website with HELEN & SHAROLYN (coming soon for free!). These are just ideas. You know best what you will commit to. Stick to your plan.
We write with hopes to get you starting the year off STRAIGHT with the understanding that businesses that are hot on fire in the first two quarters of the year generally do much better than ones that start moving towards growth in the later two. High-five!!!
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