Developing a marketing strategy for your business can be tough, especially if you don’t know where to start or what to focus on. Referring to the four questions below to help guide you.
Why do you do what you do?
I know I’m not the first person to talk about the value of identifying “why” you do what you do. Here are some thoughts.
The “why” is your personal “why.” How are you trying to change the world? What problem are you fixing? What gaps are you filling?
It is important to have an answer to this question because you’ll have ups and downs in business. Your “why” will get you through the tough times, and motivate you through the good times. To get to your “why,” you need to decide what your true goal for being in business is, and refer to that in everything you do.
Experts list five potential goals that include:
- Profit
- Lifestyle
- Legacy
- Growth
- Authority
Once you know what your goal for being in business is, you can drill down to determine your “why”.
Who specifically are you best suited to serve?
We all know you can’t be everything to everyone. Stop trying. The roofers who say that their clients are “anyone with a roof” really don’t mean that. Don’t say yes to a business opportunity just because somebody will pay you to do something. You have to get very clear and very narrow about who you can help.
There are dozens of books to help define who and what makes an ideal client or customer for your business. Some suggest seeing who you can attract. Try asking what qualities do my ideal customers have? Start listing ideal customer behaviors, traits and qualities that define success for your business. Yes, you can do this even before you have an ideal customer.
Sometimes it’s easier to identify what you don’t want your ideal customer’s persona to be like. This can help narrow down who your ideal customer is.
Defining, understanding and marketing to your ideal customer leads to success.
What differentiates you in a remarkable and unique way?
Differentiation will be at the center of your marketing message. Any business can list their products and services, but to really separate yourself from your competition, you need to tell your unique story. Telling your unique story is one of the most important things you can do for marketing your business. Nobody will have the exact same story as you, so your story will make you stand out from the crowd.
How do you deliver promised results?
Many of my clients find success in packaging up their deliverables so that expectations are clearly laid out. Packages can leave very little room for misinterpretation and holds you accountable for a list of deliverables you need to complete.
By removing the ambiguity, it gives clients what they’re looking for and higher profits to your business. It also creates an enjoyable working relationship with your customers when they know exactly what your work will entail.
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I welcome you to come brainstorm your specific marketing strategies. Call 931-456-4910 for an appointment.
