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.
Call it persistence, stubbornness or sheer bloody-mindedness, but sometimes marketing your business means doing something knowing that it will fail, simply so that you can do it over and make it a success.
When marketing your business value to customers it’s imperative to match your communication to their expectation level at the time.
If you’re a business owner today, the single most important thing on your mind right now should be focused on how to keep your business value remaining relevant in the minds of your customers. Change is always going to happen. What we see as novel today becomes trite and cliché tomorrow. The challenge is refining your value perception at the pace of change.
Who is responsible for your business marketing? Most would assume that it’s the Marketing department. While that’s still partially true, the responsibility of a company’s marketing has transitioned to a wider sphere.
Today’s commercial opportunity exists in the periphery. The product or service that’s been made to appeal to the widest possible audience already exists.
Don’t try to go up against your customers when it comes to content for web search results. You won’t win.
You may have already seen this. It’s a few weeks old already. If you haven’t, then take a look at this (real) video ad for Dollar Shave Club, a subscription-based razor blade delivery service (if you can’t see the video above, then click here). Not only does the ad feature the actual company CEO, Michael Dubin, as its central character. The video – which cost just $4,500 to make – was used to help secure venture capital financing from big-name companies such as Kleiner Perkins Caufield & Byers and Andreessen Horowitz! The results so far have been staggering. In the first ten days of launch, Dollar Shave Club signed-up 20,000 subscribers. In less than a month, their off-the-wall, built-to-be-shared video has been seen 4 million times. The company is on target to secure more than $50 million in sales in the first twelve months of trading. This is in what most people would agree is a mature industry, dominated by just 2 or 3 major players. They’ve done this in a commodity market space with zero marketing budget, sales staff, distributors, resellers, print or TV advertising. Regardless of how well (or otherwise) Dollar Shave Club does in the coming months and years, what …
Today it’s about standing out, not fitting in. It’s the only way that your customers can see you. So, why do so many businesses choose to blend in, rather than stand out? One word: Fear.
Business marketing today is not about the technology behind the initiatives. It is about connecting and providing value to meet customer expectations.
If you want to grow revenues, increase customer satisfaction and drive your brand’s visibility and awareness, then you need realize that “selling” has changed. Customers don’t buy what you sell; they buy what they see as your value to them.