Is the following a fairly accurate representation of your current marketing efforts?
You have a website, but you don’t like it very much. You occasionally attend networking events. You are happy to give a talk if you are asked to. You occasionally post on Facebook and/or LinkedIn. You send articles to your relatively small email list whenever you have the time. You schedule meetings with coworkers on occasion to look into opportunities.
Now, none of those marketing strategies are problematic. Additionally, they typically result in the acquisition of new customers.
However, this is not the strategy that produces consistent, dependable new customers.
Please do not ignore me here because you might conclude, “Well, I really can’t do more than this.” I’m already overextended. I’ll become overwhelmed if you give me too much to do.”
I concur. It’s not that you need to do more marketing; rather, you need to change the way you think about marketing from “randomness” to “focused.”
Marketing at random is just that; It’s scattered everywhere. On a regular basis, you do a little bit here and a little bit there. You are attempting to keep your name, message, and face in front of potential customers, but the outcomes are erratic.
Due to its lack of momentum, the Random marketing paradigm is not very efficient. You don’t do enough of one type of marketing to get your potential customers interested and motivated to take action.
The Focused Marketing Approach is quite distinct. It is based on repeatedly communicating very directly with your target audience with a clear goal in mind. Your potential customers are drawn to it, and in the end, they take action.
The Five Pillars of Focused Marketing If you can comprehend and apply these five pillars, I guarantee that your marketing results will change.
One Pillar: Focused Objectives A random objective is something along the lines of “I’d like to attract a few more clients to my business.” Isn’t that not very compelling?
A goal that is focused is much more specific. By the end of the year, I want to get three new high-tech plastics clients in the Houston area with an average project size of $30,000 each.
The goal should be described in greater depth, specificity, and detail. You have given your goal a lot of thought and are confident that you will be able to accomplish it if you do. You feel it so strongly that you can taste it.
What is your marketing’s specific objective?
Two Pillars: Generalized consulting, coaching, or training programs are referred to as random programs or services.” I provide companies with management training and consulting.” It’s kind of hazy, right? However, I constantly hear this.
More concrete is a Focused Program or Service. I provide Management Acceleration Programs for emerging industry leaders in the high-tech plastics industry.”
I have always offered programs in my company: The More Clients Club, the Marketing Action Group, and the Marketing Mastery Program. Additionally, the parameters, deliverables, and goals of each program are extremely distinct. It certainly makes marketing and selling intangible services simpler.
What exactly is your Focused Program or Service?
Third pillar: In the preceding example, the focus was on the “high-tech plastics industry.” However, phrases like “I work with large companies who want to increase productivity” are more common. This is too broad, making it difficult for customers to determine whether you comprehend them and can assist them.
When you have a focused target market, you know exactly who or what businesses or individuals would benefit most from your expertise. After that, you clearly state that.
Last year, I worked with a financial planning firm that aimed middle-class Buffalo, New York, families. Who specifically attracted them to their practice? People said, “That’s Us!” when they saw who they worked with on their website. and telephoned them.
Who exactly is your targeted audience?
Fourth pillar: Focused Message and Value Proposition A random message or value proposition can be difficult to pin down because it is typically too broad. It avoids making a promise that the potential customer will find meaningful.
For your potential customers, messages like “We offer the best service in the industry” or “Smart insights into great management” are meaningless. The worth isn’t promptly self-evident.
An Engaged message or offer focuses in on precisely exact thing your clients get and how it affects them. I admit that this can be the most difficult marketing pillar to define. In the end, you need to test a lot of different things.
My current value proposition for the relaunch of the More Clients Club is as follows: All that Independently employed Experts Need in One Spot to Draw in Additional Clients.” Naturally, I am now doing everything in my power to fulfill that promise.
Furthermore, a value proposition or marketing message is much more than just a catchphrase. From your website to the emails you send, every aspect of your marketing must reflect your message. Your potential customers must constantly be reminded of the value you provide.
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