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.
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.