Do you ever get the sense that your marketing attempts are falling on deaf ears? While it may be an uncomfortable pill to swallow, the truth is it's not them — it's you. Most people don't take the time to really flesh out their marketing strategy. They put together one dimensional concepts that are more of an attempt to "cover all bases" than a directed strategy.
It's not your fault. Most small businesses or startups don't have the budget for a large marketing team. There's usually just one or maybe two people who are responsible for all marketing efforts. Often these people have more than one role in the business. Or maybe you're an entrepreneur trying to handle every aspect of your business while it gets off the ground. Whatever your situation, you feel like getting nowhere. It's as if everyone is paying attention to everyone except you.
If this hits uncomfortably close to home, here are some painful truths about your marketing strategy that you need to face.
1. Your target market aim is way off
Do you know who you are trying to target? If you haven't identified your target market within your marketing strategy, you're essentially trying to throw darts at the board blindfolded. People are searching for answers to their challenges. So this means that you need to answer these questions and show how your product or service provides solutions to their problems. To do this, you need to have a thorough understanding of who your target audience is. It's not enough to just put content up around the internet.
2. You have a value problem
Why do you choose to follow the brands and the businesses that you follow? You perceive that they — over other brands and businesses — provide the greatest value. If your marketing strategy isn't taking into account the value you can provide to your audience, you're entirely missing the point of marketing.
Content that revolves around singing your company's praises ("we're the best in the business") is overly promotional and this approach will not fly. Quite simply, it's not believable. Like the dodgy milk bar in a small country town which proclaims its pies are the best in Australia, your claims are unsubstantiated. Beyond not actually highlighting any real value, it will breed a lack of trust. Think value, value, value.
3. You're not marketing where your audience hangs out
There is zero point in hopping onto a marketing channel if your target audience isn't on there. If you're a B2B business, tiktok probably isn't the best place for you to attract new clients. If you're a B2C business, you're wasting your time on LinkedIn. Consider where you can make yourself visible that will give you the greatest return on your investment.
4. You're confusing "strategies" for "methods"
Posting on Instagram every day is not a marketing strategy. Neither is writing a blog every week. These are the vehicles you use to apply your strategy. What are you trying to achieve? What's your mission? These are the bigger picture things that shape your strategy. Draw on points one and two (who your audience is and what they value) to shape your strategy.
5. You're too inconsistent
Consistency leads to trust. When customers trust you, they will buy from you. Following through with what you say you're going to do is incredibly important. Providing value-laden content every single day and sticking to that shows that you're dedicated and passionate. Remember, there is a difference between switching tactics when something isn't working and abandoning your efforts entirely. Whether what you're doing is working or not, the most important thing is showing up. Consistency should be key to your overall marketing strategy.