Many businesses invest a lot of time, money, effort and love into their brand, into their marketing, and into their tone of voice, but often we can lose our way in who we are talking to, and we can forget who our customer is, what they want, and what they need from our product or service.
We all have the best intentions when we start out in business about what we are trying to achieve, but for one reason or another sometimes we lose our voice, we lose our purpose, and we lose track of who we are serving.
But at the core of every good business and every good marketing strategy is one key objective, and that is to serve a purpose for a customer, to make a process easier and to offer a product that solves a problem.
So how do we stay on track and in line with our goals? Well my recommendation is that you re-assess your marketing strategy every 6 to 12 months, looking at who you are speaking to, and if your marketing channels speak to the right people. Then break your strategy down into four sections:
What is your product? What problem does it solve and is it relevant to the current market? Sometimes our products need adjustment or refinement and that is not necessarily a bad thing, but we can’t sell a product or service unless we define the market fit first.
Is your product priced appropriately for your market? Ensuring that your pricing is relevant is an ever-evolving aspect of running and managing a successful business for the long-term.
How are your customers going to find you? I would suggest looking at what marketing channels and networks work well for you, what doesn’t work, and how you can enhance your connection with your customers so people are able to buy your product.
We are all time poor, so looking for ways that you can reach your customers better on a regular basis is an important aspect of running a successful business.
Where does your product or service need to be in order for your customers to find it? That might be a physical store front, an online store or potentially through retailers. How and where is the most efficient place for your customer to find you?
Having a marketing health check periodically is pertinent business management, and is part of good business strategy. It can provide reassurance that you are on the right track, or show that you need to adjust your offering in certain areas.
Kate Bickford MD & Owner - BK AGENCY: