If you want better results from your marketing, you’re going to have to do some things differently.
And in my experience, there are two main issues that get in the way of winning more business for most companies.
Proposition
Here’s a challenge for you: go have a look at your website home page. It says what you do – right? That should be enough then. Well, it isn’t.
Have a think about what ALDI (or Waitrose) might do. Well, they have remembered that if they want me to buy from them, they need to seduce me, to give me what I want. It’s not about them, it’s about me! And sure enough, upon looking, they are both trying to offer nice things to me.
And before you say…”But they’re big companies with lots of money…”. Well, they are, and the principals remain the same – whatever you’re selling and however big or small your business is!
You may be a photographer, a hotel, a business coach, or a cost reduction company. Whatever your company does, you need to seduce your audience so you become the company they want to talk to.
Reach
In marketing, ‘reach’ is about the size of your audience. If you do a networking meeting with 16 people in it and nothing else, your reach is 16. Coupled with reach is of course targeting. The two sit comfortably together.
Now here’s a question: can you name a national sofa company that offers interest-free credit and always have a sale? DFS anyone?
So why is their advertising spend over £64 million per annum? We all know who they are anyway? None of us here can even imagine such a massive ad spend (most of the spend will be on media). The point is their brand is recognised because they pay for their ‘reach’.
And if you want more business, you may need to pay for yours too. I say ‘may’ because some of you will be using LinkedIn well enough to get the business you need; however, most of you, including me, won’t. I pay for my reach, and it’s how I win business.
So what does all this mean to your business? And how might you achieve a more compelling proposition and more reach? Have a chat with me, perhaps I can assist you.
Surely there’s more?
Of course there is. While marketing is pretty simple, there are so many things you need to get right in order to win the sales you seek.
And you might also be pondering how you’ll get the proposition right and achieve the reach you actually need to drive the sales you aspire to. These are quite complex issues, and I’d be happy to chat these over with you if you’re interested in another point of view.
Who knows, it might just change things for the better.
