Yesterday a super-smart person asked me a super-smart question.
‘Em,’ she said. ‘What is the BIGGEST MARKETING MISTAKE SMEs make?’
And it’s funny she asked, because I’d already been thinking about the answer.
You see, there’s been a growing epidemic among SMEs in particular, and I’ve noticed it.
So here it is.
If there is ONE PLACE where SME owners fall down, it’s this: they leap straight into HOW they are going to communicate, without getting clear on WHAT they’re going to communicate, first.
I know this because I see it every day.
What I’m talking about is this:
- A lot of talk about channels, not much thought about message.
- A lot of talk about tactics, not much thought about strategy.
- A lot of talk about offers, not much thought about value.
And that’s OK. Marketing is cool, I get that. It’s fun, it’s exciting, it’s exhilarating. I love it too!
It can also be dazzling, confusing and panic inducing. So I completely get the temptation to leap before you look, to JUST GET ANY MESSAGE OUT THERE, especially when your competitors seem to be marketing in a dizzying blur around you.
But the thing is, marketing is EXPENSIVE. And I’m not just talking dollars expensive, although we all know it’s almost impossible to market without a budget these days.
I’m talking time, energy and headspace expensive. So why would you embark on something which is financially, energetically and headspace-ically (yep I made that up) expensive – as well as potentially risky if it goes tits up – without a solid plan underneath you?
So if you want to be sure your marketing strategy is a) working for you b) talking to the right people and c) building up your brand, rather than diminishing it, here’s what you need to do.
Em’s top tips for marketing success:
- Find your niche
- Understand your customer’s needs and pain points
- Be clear on what you stand for
- Know what makes you different.
Awesome! NOW you’re allowed back to your ‘send’ button!
Happy marketing, folks.
All the love.
PS. If you’re stuck, I can seriously help you with this. Helping people get clear on this stuff is exactly what I love to do. Hit me up.