I often hear a fundamental question: “How do you actually do the job of marketing?”
I usually begin by suggesting that context matters most, and there are some things large businesses do that smaller businesses cannot.
To answer this question thoroughly, I put together five rules I live by that can help you improve your marketing immediately.
Understanding what you are measuring and why is critical. This is the first rule. I don’t use the term KPIs (Key Performance Indicators) with most people because I talk about putting your goals together in a more formalised way.
However, if you need to think of this as having KPIs, that’s fine. We must measure the important things and know why we are measuring them.
Don’t get into tactical stuff that is easy to game, such as making phone calls or setting meetings. Meeting buyers matters to me! Think about what you need to measure and why.
The second rule is to focus on the customer. You aren’t your customer, and your opinion doesn’t matter. Figure out what the customer wants, needs, and values.
You might think you have the best idea in the world; however, your idea is useless if no one wants it. Focus on your customers with conversations, surveys, and research.
The depth of your research matters; however, ‘random stuff’ is also essential. You need both because your assumptions will kill you.
Most of us don’t know who our real competitors are. We make assumptions about the competition that are often entirely wrong. The biggest competitor is the status quo.
Rigorous, consistent research will help you stay on top of the market's constantly changing dynamics.
How do you achieve this? Start small with individual conversations and little observations.
Use secondary research. Google is a great friend. The key is to listen.
We often lose sight of our customers and their desires because we want to jump to solutions before we have fully understood the question.
You must give your market a chance to talk to you. Listen, there are opportunities.
Your marketing needs to be different. In Major League Baseball, the Miami Marlins used to send a base to high-value prospects. The copy of the enclosed note read, “Can we get to first base with you?”
The year the team ran this program, premium sales jumped more than 340 percent. Not everyone got to first base; however, everyone got something that would draw their attention.
You might find that email is the best way to open doors because everyone calls on the phone. You might find that networking doesn’t serve you at all, so you create mixers of your own.
It doesn’t matter what you do; it just matters that it works to get you in front of the prospects and market you are trying to reach.
The fourth rule is maintaining consistency. You have to show up over and over.
You might have a great press hit that drives tons of people to your store; however, that isn’t the end. You show up again and again.
Consistency builds a connection in your customers' minds that helps them remember you when it comes time to buy.
Your Unique Selling Proposition (USP) matters: I call it “Why you?”
It matters because, in many cases, people feel like they can be everything to everyone. You can’t! I focus on strategy: Where are the opportunities, and how do you win them?
Knowing what your customer looks like is a similar idea. You aren’t for everyone and not everyone can buy what you are selling.
Even the most mass-market products, such as the iPhone, have a hint of exclusivity.
When you do some robust segmentation, I’ve seen sales teams and marketers say to me, “That’s X or Y.” Because they can see their customers in their research.
You can get there! To start, understand what your customer looks like.
This isn’t everything; however, if you start with these five basic ideas as a foundation, you are on your way to success in marketing.
In summary, know what you need to measure and why it needs to be measured. Focus on something that has a benefit to your bottom line.
Never lose sight of the reality that you aren’t the customer. You must incorporate your customers' voices into your business through research, conversations, and surveys. Start small!
Stand out because you can’t afford to be one of many. Show up consistently because while you may have big moments, consistency always wins long-term.
Know your customers because you aren’t for everyone. You need to know your target market so you can reach it.
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