Focus 1

The Gap in the Market

We all have ‘2 selves’.  The first is who we are and where we are currently and the second is who we are and where we wish to be.  Therefore our ‘Gap in the Market’ is taking our customers from where the are to where they want to be, or taking them from who they are to who they want to be.

When we stop selling ourselves as a commodity and begin bridging this gap, then our whole marketing performance is improved and our business is far more attractive.

Focus 2

Hate it? Then don’t do it

One easy way we can quickly improve the likability of our marketing is to list everything that we don’t like about other websites and social media platforms when we visit them.  Then take this list and ensure our website and Social Media efforts have these negative elements removed.

Next create a list all the things that irritate us in the presence of sales people and business representatives and make sure our people are not doing any of these.  This can result in some home truths for ourselves and awkward conversations with our staff, we just need to remember this is short term pain for a long term gain.

Focus 3

Who cares?

Customers on the most part do not care how we do what we do, how much hard work is involved or the complexities of providing our solution, so talking and writing about such difficulties is a waste of effort and a turn off for visitors.

It is tough to accept at times, especially when there has been a lot of sacrifice to get the business to where it is.  However, knowing how the ground lies is the first step to effectively negotiating the marketing terrain.

Focus 4

Don’t believe the hype

It is not necessary to use every available marketing tool out there.  With so many individuals pushing 100’s of platforms and marketing angles it is very easy to feel out of our depth and ineffective.

Keeping the focus on what our clients need, where they are mentally, emotionally and physically and what our realistic capabilities are will create a far more concise marketing approach than a scatter gun of desperation in attempt to keep up with the metaphorical Jones’s

Focus 5

Customer opinions

The customers opinion of our business, products and services is all that matters when it comes to marketing, because if they like us they will buy, if they do not they will not.

It makes no difference to them at all how amazing we think our company is or how fantastic we believe our offering is, therefore our primary focus has to be knowing how we are perceived in their eyes.

Focus 6

Be inclusive

Nobody likes to be told what to do, period.  However, in our marketing and personal interactions when pushing our business expertise, it is easy to fall into the trap of telling people where they are going wrong, even with the best intentions this can come across negatively.

For example, instead of writing or stating ‘You need to do this to make a difference.’ consider ‘Our clients have found doing this makes a difference’.

The change is subtle but creates a far more positive and less judgemental conversation.  Making similar alterations within written marketing content also reduces the preachiness of our marketing material.

Focus 7

The right state of mind

Marketing material or personal interactions carried out with a poor mindset will be laboured and less effective.  We have all experienced mediocre websites, boring marketing material and mind numbing conversations, but what if we turn that critical eye on ourselves, how well will we stand up to the same scrutiny?

We are all being judged whether we like it or not.

Focus 8

Our customers are telling us everything we need to know

Receiving positive feedback lets us know that we are doing a good job.  However vital growth can be gleamed from all conversations with our customers as long as we are paying attention.

There is even marketing gold within unhappy conversations, complaints and criticism of our business, staff and services. It can be hard to hear but great change can come about for those of us prepared to listen.

Focus 9

Language is Key

People cannot help but be drawn towards others who talk like they do, it is scientifically proven that they almost feel like they know someone who uses the same language them.  Conversely, if someone is talking in unfamiliar or objectionable tones they cannot get away quick enough.

Ensuring that our language is sympathetic to our demographics idiolect with face to face interactions is paramount.  However transferring this methodology to the written content across all our marketing material helps create a vital bond with our customer base.

Focus 10

Stop scrolling!

The primary focus of marketing is to catch the eye of our target audience, make them hesitate, for a moment, just long enough to be noticed within the plethora of information being broadcast.  Social Media marketing efforts and expense is burned through by the mere flick of a thumb, simply ‘putting something up’ will not cut it.

Updates must shout “Stop Scrolling”.  And when they do stop, ensure that what is there is worth stopping for to ensure that the attention grabbed, it is not suddenly lost