Your Marketing Message
Your Marketing Message
Marketing is something which has gone on for hundreds of years in many forms. From the old Moroccan Bizarre’s to the global trade of explorers and merchants selling fabrics, spices, sugar, precious metals and other goods.
Marketing is simply the action ‘or’ business of promoting and selling products or services, including market research and advertising.
In that sense Marketing has never changed, except that today we have so many ways to market a business. In the industrial era we used machinery to help us market our goods, creating News Papers and adverts. And as time moved on and technology was born the scope for Marketing has no limits. Your marketing will depend on the type of business you own, for example, if you own an online business of course you will be able to leverage Social Media, Forums, Blogs, video, podcasts and much more.
However, no matter what type of business you own these days you will need
some form of online presence and that is because PEOPLE EXPECT IT!
People want convenience, so if you have a cake shop then customers may want to buy online.
NOTE: I myself use many marketing channels and have a varied marketing mix. But one thing I can tell you right off the bat is – DON’T HAVE A SCATTER GUN APPROACH!
This will kill your expenses and income. You need to find out ‘what is working best for you and what your target audience’ responds to best. And this is conducted through surveys, polls, questionnaires etc and through connecting with YOUR target audience through a variety of channels.
You need to know what they want and where they are. And even if you don’t deliver exactly on that as you may deliver more or slightly different you then at least know where your resources are being placed. This way you and your team don’t waste time and money marketing to them in the wrong ways. Plus – your top line will be destroyed if you negate this, meaning that all of your marketing and advertising efforts will be a big expensive waste of time.
TIP: Look at your bottom line expenses before you start throwing money at all kinds of marketing and promotion and be aware of all costs. Hire an expert to help you with this if necessary.
I will always personally test and tweak my own channels and also hire and outsource others to manage it for me. So I know what’s going on even if others have the role of managing it.
NOTE: Your marketing message is all about communication. How we communicate, and how we deliver that is what makes the difference between a highly successful business and a failure. Everyone buys based on fear or passions so, you need to know what your marketing message is in a way which is highly impactful and delivers your brand most effectively to their passions or fears.
Certainly by having a WordPress blog like this I can share information, build my list and promote affiliate products as well as my own coaching products so, this alone is a great source of traffic from my marketing efforts.
But marketing is changing just as human behaviour changes. In fact, today in 2018 as I write this we are entering a new era in Marketing behaviour.
Your Marketing Message and Tech
With the rise of technology we all need to have solutions with software, hardware and with the tools we use to best express our message clearly, effectively and most importantly ‘whilst building trust’. With the online space becoming quite saturated and over populated just like the world, consumers, customers and potential buyers are beginning to place less trust in the online world and this is because there is much deception and lies on the web, so that people have become more aware of this when it comes to parting with their hard earned cash.
So – don’t expect tech to simply do the work for you. What’s behind the tech ‘the human side’ is what will create customers, care and continued transactions. Therefore, never forget that tech is simply a tool, like money. We use it, and we apply it in the best ways we can.
WE NEED TO STAND OUT with our tech solutions. And we need to build that all important delivery of value, to build great trust whilst leveraging our tech channels.
The data and trends are showing that, offline conversations and communication is growing again in popularity and the trust and rapport is being built deeper by connecting in real time, but of course we don’t all have this opportunity in certain types of business – ‘so we have to use what we can to build that trust and zoom, and video is a great alternative.
What does this mean? It means that, you and I as marketers have to not only be aware of the changes, and change some of what we do, BUT, we also have to look at alternatives to marketing ourselves and our businesses. For me, going to events, networking in my city and generally spending time OFFLINE is very powerful – and the convenience of online marketing has lost some of it’s appeal to many customers – so we need to move with the times.
That’s why, great content is so powerful because, when ‘you and I’ can use our content to advertise and promote, it has a more trusted appeal than many HARD sales companies. By using podcasts, videos, and writing blogs we can still form a basis of trust and position ourselves as experts and professionals.
Things have changed in the world
Long gone are the days of just trying to ‘offer’ something for sale online knowing that some ‘addictive buyer’ will just snap it up if the promise of catering to their fears or passions are being met. Human beings grow and change and even though technology moves rapidly forward and we struggle to keep up – we know more and more what we want and what we like.
So, marketing is changing and so, you have to be aware of how your message can best be expressed and in what form. This is why phrases such as ‘marketing mix’ ‘metrics’ and ‘measuring effectiveness’ are so fundamentally important to the likes of you I now more than ever, because, without knowing whats working we don’t have a business working for us.
Whilst technology moves on, (which is great), it can also be very falsely and deceptively used, so we have to remember the human side of all this.
We are selling to fellow human beings with feelings, and no matter whether you have a barber shop or you are entering the tech startup world the fundamentals are the same.
Remember that; Marketing is the study and management of exchange relationships. It is about people, and the business process of identifying, anticipating and satisfying customers’ needs and wants comes from UNDERSTANDING them and why they do what they do. So, marketing is used to attract customers and has to be done right, as it is one of the primary and vital components of business management and commerce.
There is no doubt that, you have to know Your Marketing Message inside out.
Even if right now, if you are in the dark. I can give you some valuable tips to help you get started in knowing your marketing and message.
What are your ethics?
What is your vision?
What is your message?
What is your mission?
WHY are you doing what you do?
WHO really cares?
What is your marketing Mix?
Simply, knowing your market is kind of obvious hopefully, and if you simply try to appeal to everyone you will appeal to no-one. It’s a bit like selling all kind of goods in a artisan bakery. People come to buy good quality baked bread. And If you are great at that, do that very well! Of course – we may diversify into areas that come out of this market but, if we start trying to sell all kinds of things AND BREAD then people won’t see your little diamond in the corner shining.
So the point is to show off what YOU DO BEST. Being great in your market is first about knowing your Market and Message and by best placing yourself in that market to dominate and become the primary choice for customers.
Its also how you will stand out. Taking your values and passions and tying them to a market need or creating a new niche sub-market maybe a better place for you? So that is where research comes in.
What many will do is enter an already established market and gain market share by doing something slightly different ‘or’ create a new market which can be grown by starting small with solid fan base. And growing up and out from there.
Defining Your Marketing Message
This is where defining your message is and knowing your customer/client is crucial before you embark on going deep and narrow and drilling down into how best to appeal and spending a ton of money on product creation. 8 out of 10 businesses fail shockingly because they fail to know their customer and what that customer really wants and instead they spend too much time focusing on ‘looking good’ or appearing good as the best business in the area. This is a fatal flaw and I see businesses closing around me every week because of this.
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SO, start with your message and vision but see how that is building a bridge between you and your ultimate customer. As – if you are giving the wrong message about your brand who will buy into it? Your vision is what you see as being your goal to achieve and this is important when starting a business and marketing plan as you need to know what you are marketing and why.
In a sense marketing is useless without first having your vision clear and these steps above in place because you will be marketing something which has little need or demand.
Your Your Marketing Message has to have clarity with it’s intention and is critical to your buyers and customers CHOOSING YOU rather than other people in your market.
Why will someone choose you over the next person? Knowing your area and being the best whilst encompassing a strong message and vision will pay you and you will stand out and create a brand that is apart from the rest. This doesn’t mean that you have to be MUCH BETTER, or SMARTER than your competitors, no, you just need to differentiate and perhaps innovate slightly in a market that needs something fresh and exciting or another angle.
No matter what type of small business you are looking to get into or what business you’re in (online or offline) you really need to start with these things in mind and inject these ethics into these areas. My advice would be to study your market deep and go into what it really takes and if you need help then get it, but don’t try to be good at everything. I have done this in the past and i failed for years, so trust me when i say that – IT WILL KILL YOU if you don’t get help. This is not to say that you cannot be a 1 man/woman operation YOU CAN, I AM! But, I recognized the fact that no man/woman is an island, quite the contrary. We are are interconnected and interdependent so, recognizing this will save you.
Look at how you can and will connect and build the relationships of value. In other words connect with those whom you respect and admire and can learn from – and the better you get the more you will understand the mind of your buyer. This is the key to knowing your place in the market and your message.
Looking At What’s Out There
What are other companies doing online to attract ‘you’ regardless of sector?
Look at existing brands, companies, entrepreneurs and businesses that inspire you and make you excited. Ask yourself ‘WHY’ they make you feel this way and ask yourself how you can STAND OUT in your own way. It is this ability to be seen and heard IN THE RIGHT WAYS that will help lift your brand and expose you to the right people in the right way.
SOME THINGS I LEARNED about knowing Your Marketing Message. This changed my life and business –
1) KNOW YOUR ROLE AND YOUR SHARED TEAM VISION AND MESSAGE ACCURATELY
2) HAVE GREAT VALUE DRIVEN MARKETING, ETHICS AND ORDER IN YOUR BUSINESS
3) HAVE SIMPLICITY WITH SYSTEMS, STRUCTURE
4) A DIRECT SPECIFIC MESSAGE BRAND
5) HAVE QUALITY PRODUCTS THAT SPEAK DIRECTLY TO YOUR ULTIMATE CUSTOMER EVEN IF THEY DIDN’T KNOW
6) BE YOURSELF IN YOUR APPROACH USE YOUR UNIQUE ANGLE TO STAND OUT
So, why not start with your ultimate product, such as an artisan bread and expand outwardly maintaining that core quality, vision and message in all areas and where you might add further product lines which reflect your high standard. All successful businesses at some point may diversify a little and expand and it is a continual process: this is why it’s important ‘not to’ rely solely on being rigid, stiff and closed minded. The very nature of business is change as demands change.
Keep things tight to your market area but be prepared to always make changes and tweaks in order to progress and stay afloat.
If you are anything like me, ideas come and go and I get maybe 10 per day, but, only 1 every two days may be worth pursuing so simply don’t get too tied to emotionally to all ideas. Instead I work through it, to see how that might help my current business and if it doesn’t I let it go. OR I get help and if it is worth developing I will know.
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Take note of these key words and sentences and let them become a part of what you learn as you grow:
Being The Best With Your Marketing Message :
KNOW YOUR MESSAGE AND BUILD LONGTERM LOYAL RELATIONSHIPS NOT JUST TRANSACTIONS
SPEND TIME REFLECTING ON YOUR BRAND AND BUILD THE CONNECTION TO THE EMOTION OF BUYERS
CREATE AS MANY SMALL BUSINESS CONNECTIONS OFFLINE AS MUCH AS ONLINE AT EVENTS ETC
LOOK FOR OTHERS LIKE YOU AND BE BETTER THAN THEM SIMPLE AS THAT
LIST BUILDING AND SUBSCRIBER ENGAGEMENT TO GROW YOUR LIST TO RE-SELL TO YOUR BUYERS
KNOW THAT YOU NEED TO DOMINATE WHAT MARKET YOU WILL BE A PART OF
e Book – THINK OF HAVING A MARKETING TOOL SUCH AS A e Book FOR income/ exposure/ promotion/ positioning etc
CONTENT PROMOTION GET YOUR WORDS AND NAME OUT THERE IN MANY WAYS AND FORMS TAKE A COURSE
THINK ABOUT CREATING A WEBSITE/BLOG IF RELEVANT NOW AND ENSURE IT IS SEO PERFECT WITH BACKLINKS
ASK WHAT YOUR PRIMARY MEDIA MARKETING STRATEGY WILL BE AND GET HELP WITH WEAKER AREAS
ALWAYS FOCUS AND AIM AT BEING IN CONTROL OF YOUR PLAN, MINDSET AND PRODUCTIVITY EVERY DAY
KNOW YOUR DISTINCT ROLE AND OUTSOURCE THE REST IN YOUR WEAKER AREAS
ALWAYS BE OPEN AND FLEXIBLE TO CHANGE AND POSSIBLY PIVOTING THIS MEANS QUICK DECISION MAKING
START WITH A SOLID BUSINESS AND MARKETING PLAN
DEFINE WHETHER FUNDING IS NEEDED AND WHETHER A LOAN IS APPROPRIATE OR WHERE THE FUNDING IS
CONSISTENTLY MEASURE YOUR MARKETING MIX – EFFORTS AND COSTS ON SHEETS OR HIRE THOSE WHO CAN
KNOW ALL OF YOUR EXPENSES/COSTS/BOTTOM LINE/GROSS AND NET INCOME PERIOD DON’T MISS ANYTHING
HAVE SEPARATE BANK ACCOUNT /CREDIT CARD FOR BUSINESS AND MARKETING DON’T MIX WITH PERSONAL
CREATE A M>A>P – what I call a Marketing and Promotion Strategy plan with a team of experts
I hope this has been of use to you and as always wishing you the best of luck in your new enterprise now get out there and take action on this and have a solid marketing strategy
Just starting out in Business? OR, not sure what you want to do? If you are not sure what your Marketing Message may be and which area may most appeal to you in a new venture, career or business then take a look at my Self Study course. I even include a 28 day full refund guarantee so if you don’t like it I will pay you fully within that time, also a $10k per month blueprint and a complete self discovery system to help you develop and design a life and career around your passions and build profits.
Recommended Marketing tools and resources:
SOLID TIP: In a team it’s everyone’s job to grow a business so, marketing is just one aspect of this and with sales there needs to be clear communication between all these parties and an environment where ‘all’ are moving as one with the vision and selfless modern leadership.
CLICK HERE TO LEARN ABOUT THE BLUE OCEAN STRATEGY TO MARKETING – HIGHLY RECOMMENDED
SETH GODIN BOOK CALLED PERMISSION MARKETING – HIGHLY RECOMMENDED
CARDELL MEDIA BOOK DIGITAL MARKETING FOR SME’s – HIGHLY RECOMMENDED
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Best as always
Greg
Your Marketing Message