One of the main reasons why a lot of marketing isn’t working as well as it could is because of how your business positions itself. Consciously crafting the perception others have of your business is just as important as selecting the right marketing strategy.
Another reason why your marketing efforts may not be getting you clients is because marketing is not sales. Cold calling, sending out countless emails, and networking is selling your product, idea, or service. However, lacking a strong brand identity—which is a part of the marketing process—will hinder and minimize efforts you try to make in the sales process.
Marketing includes research, development of products, and promoting the product while creating awareness about the product among the consumers. As such, marketing generates leads or prospects. Once the product is out in the market, it is the task of the salesperson to persuade the customer to buy the product. Sales then means converting the leads or prospects into purchases and orders.
It is your responsibility as a business owner to control how people view your business, product, or service. The good news is that you have the power and ability to influence consumer perception. It doesn’t really matter how long you’ve been in business, the same principles apply when it comes to positioning your company.
Before you can even begin proper marketing efforts, you need to determine and define specifics of your target market. Take a look at your current customer base against that of your competition. See what benefits your product or service offers and define what audience would take advantage of these. After taking further steps to more closely define your target market, you’ll know exactly who you need to reach and more importantly, how to reach and persuade them toward making a purchase.
It is also important to remember that marketing is about your audience and not about your company. Expanding on the idea of identifying your target market, it is your job to show consumers that what you are offering solves a problem for them or meets their needs in some way. Marketing is not about you ultimately making a sale—too many people merge marketing with sales. It is about spreading your message and creating brand awareness. People want to know what’s in it for them when it comes to spending their hard-earned money.
Another reason your marketing efforts may not be getting you clients is because you are focusing your efforts in the wrong places. Where does your market spend their time and most importantly, where might there be an opportunity to engage your customer with your brand? These potential brand engagements are called customer touchpoints. Often times, a business is focusing too much of their time and resources into, let’s say, their website. But a great website isn’t going to drive leads if there is no strategy in place to drive people to the site itself. Marketing is a process that is made up of many working parts. It is not just one website or Facebook ad, or one great piece of content that you promote. Marketing is all of the pieces of your overall brand strategy working together.
Focusing on marketing your business can be a challenge. Hiring an agency such as Liquified Creative can free up more time to allow experts to work on bringing you customers—while you focus on the sales and development of your product or service itself.