• 024: 5 Insanely Simple Questions to Boost Your Marketing

  • Apr 22 2021
  • Duración: 15 m
  • Podcast

024: 5 Insanely Simple Questions to Boost Your Marketing

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  • Read the Article Show Notes [00:00:39] Whether you’re operating a small business with just a few employees or you’re a freelancer or solopreneur, your ability to effectively market your products and services to your customers is vital. And, to effectively market your products and services, you first must get back to the basics and align your marketing goals with your business strategy. [00:01:01] Once you have accomplished this, your next step is to develop a well-thought-out strategy to convey the right messages, deliver them on the right channels, and monitor your metrics to achieve your marketing goals. You may be wondering how do I do that? [00:01:19] Well, you start by asking yourself these five insanely simple but crucial marketing questions. You answer them from your target customer’s perspective. I want to say that again. You answer the questions based on how your target customers would answer the questions, not how you feel they should answer the questions. [00:01:44] So that’s going to require that you do some research, talking with your current customers, as well as your ideal customers to get a better understanding of their perspective and their behaviors when they’re trying to identify products and services that you sell. [00:02:02] Now, the first question is what primary challenge does your product and service solve or opportunity does it create for your customers? [00:02:14] I know this is an obvious question, but it’s one that most small business owners, solopreneurs and freelancers often overlook when developing their marketing strategies, their messages, as well as their campaigns. This is an extremely powerful consideration for your marketing efforts and provides tremendous insights for your marketing communications. [00:02:38] Again, we’re going to answer this from your customer’s perspective, not how you feel they should answer the question. As you prepare for your next marketing campaign, you should really think about the reason you developed the product or service for your specific target customers. And the benefits of your particular product or service provides for them? [00:03:03] While many business owners can clearly articulate their personal reasons for starting their businesses, including wanting to be their own boss or finding more satisfaction in their personal life or even creating wealth, oftentimes, they find it challenging to express why their business helps their customers. Whether your new product or service disrupted the marketplace, or you provide a product or service in a well-defined and mature market, focusing on why your business provides value to your customers is a major component of successful brand and marketing strategies. [00:04:01] The second question to ask is what unique experience do you provide for your customers? Now, I know this is extraordinarily difficult because a lot of business owners feel that they’re not doing anything unique. They’re providing good customer service. They’re providing a quality product or service and that’s the end of the story. Actually, that’s where your story begins. Every business is unique. [00:04:35] The experiences that you create for your customers are unique. And while your products or services may already exist in the marketplace, how you deliver them and how you care for your customers is unique. No two businesses do it the same. And therein lies the opportunity for you to begin differentiating your products and services in the marketplace. But to do that, you absolutely have to drill down to what is unique about how you deliver your products and services for your customers. Then, you need to make sure that your brand is reflective of those unique characteristics that you provide, whether its exceptional customer service, value added opportunities for your customers. [00:05:31] I’d like to take a few minutes to talk about why your brand is so crucially important to your marketing efforts. Strong brands convey the value that you provide to your customers and the promise that you make to them. It’s extremely important to know that your brand is built from the inside-out and that there are absolutely no shortcuts to creating a positive, recognizable and profitable brand. [00:06:28] Here’s why you’re a small business brand is so important to your marketing efforts. Without a consistent, proactive and purposeful brand strategy. You are diffusing your ability to successfully position yourself in the marketplace and confusing your customers. You’re essentially adding additional complexity and unnecessary time to your sales cycle and you’re reducing your ability to cross sale and up sale your customers. But by far, most importantly, without a strong brand strategy, you are significantly weakening your value proposition, diminishing your ability to command premium pricing and creating more of a challenge for your marketing messages to resonate with your target customer ...
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