Modern marketing offers many innovations in how to reach your audience, which also gives too many chances for a company to lose its way in how to sell its product. A good strategy is one that is aligned with your business objectives and stays focused on the task at hand. Delivering a consistent message in a consistent time frame builds customer trust.
lot of effort and is often a time burden against other low hanging fruit (like setting up an automated email nurture programme - email remains the highest ROI of marketing campaigns).
If you have determined a messaging hierarchy, stick to it for at least six months. If you have determined your ideal client, stay focused on them for at least six months. If you are looking for your ideal client, take a focused approach to create a hypothesis, the content you think that audience will need to adopt your product and then set the time to see if this is true. If not, abandon and move on. If there is progress with that audience, then stay focused and refine. Te biggest threat to scale up businesses that I see is the ability to get distracted from their purpose after just one ‘magic meeting’ with a subject matter expert who knows nothing about a founder’s business but is just influential enough, a founder wants to throw almost everything out after that discussion. Please don’t. Use that advice as a hypothesis for a new small test while staying true to your business vision.
Consistency. Know that strategy that took time to make and the focus of your business goals along with your messaging? Tell everyone those things all the time. Time and time again I see marketers spend months and months on a single campaign or preparation for an event, then once it’s gone live, completely abandon that hard work assuming that your audience is bored and ready to move on. I promise you, you are the one that is bored because that campaign has been your life blood for the last eight weeks. By abandoning that campaign you are losing valuable work, valuable insights and the ability to simply repackage your materials into different kinds of digital content. Te theme on your event stand can become your social media theme. You can create an email nurture that spells out each part of the stand you carefully crafted. You can issue press releases about the latest insights on the event and how that ties with other product pains.
Messaging that clearly explains your product should be repeated and on a regular basis. It takes between eight and 50 touchpoints to close a sale.
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When you are able to articulate and repeat the benefits of your product, you build a foundation of trust with your prospect and a level of expectation of what they can expect from interacting with your company. And when repeated often enough, there is nearly nothing more satisfying than a prospect repeating back to you the core attributes or catch phrases of your product because they have heard them so many times and are now bought in.
Modern marketing offers many innovations in how to reach your audience, which also gives too many chances for a company to lose its way in how to sell its product. A good strategy is one that is aligned with
Te biggest threat to scale up
businesses that I see is the ability to get distracted from their purpose after just one ‘magic meeting’ with a subject matter expert who knows nothing about a founder’s business but is just
influential enough, a founder wants to throw almost everything out after that discussion. Please don’t.
your business objectives and stays focused on the task at hand. Delivering a consistent message in a consistent time frame builds customer trust. Te ability to say no to distracting channels with ever changing messaging will keep your company on the path of business growth and ripe to take advantage of the opportunities ahead.
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