A word of advice for anyone thinking that they can get away with starting a company without having professional marketing resources on board: don’t do it. DIY-marketing a startup business is a recipe for disaster.
Your business marketing is struggling because your value proposition is no longer perceived as having the same relevance with its target audience.
Companies must assess the real worth of their customers’ business over the course of the buying relationship – and treat them accordingly.
Marketing is everything from what you sell, to how you sell it. To say that Marketing is dead is like saying that business itself is dead.
20 years ago the very fact your business was local was enough for customers to buy from you. Today that’s no longer enough.
The creation of a social brand has become commonplace. But building a social business is an investment in customer relevance for the future.
Every business today is actually marketing two distinct value propositions to its customers – and probably doesn’t even know it.
You can no longer get attention by shouting louder, like you could in the old days (i.e. anything more than about 3 years ago).
Today, you get attention by sounding different.
“Spray and Pray” can no longer be relied upon. There’s increasing importance in aligning a company’s marketing strategy with sales strategy to form a single cohesive revenue capture model.
Customers need to be sure that you’re the best choice – for them, at this particular point in time, based upon their list of influencing factors. What are you doing to help them make the right choice?
Or Coca-Cola. Or McDonald’s. It doesn’t matter if you don’t think you’re competing with such commercial giants. You’re not the one who’s making the comparison. Your customers are.
Many companies are designing their social media strategies around “Likes” or “ReTweets”. Instead, we should be designing for an action or an outcome – something that results in a transaction of some sort.
Today – more than ever – you better make sure that your product delivers on its promise. In today’s connected-customer environment where product information is so freely available, the sales division can no longer cover-up product weaknesses in the same way that it used to.
If you’re not happy with the way things are going, what fundamental, radical, extra-ordinary changes are you prepared to make to your business to change things?
The vast majority of companies aren’t very good at producing marketing experiences that pass the “Fight or Flight” test. I’ll go as far as to say that I’m betting that your company is one of them.