Do you worry about the concept of targeting your marketing, yes that’s the word – NICHE? Here are a couple of thoughts that may help you start to reap the benefits of improved marketing, though better targeting.
Sometimes we need to embrace change, however much we may not want to.
Serious business with a festive twist
Christmas is a magical time and one where we can have a little fun too. Our Christmas blogs are based around some of my favourite Christmas movies. The Grinch reminds me of what happens when we change and embrace things. OK I know it’s a film against the marketing hype in the world, but let’s go with it for now
Why might you need to focus your marketing?
Do you hear the same kind of discussions as I often do? Almost every meeting I go to, people are talking about content marketing, too much content, too much marketing, too much competition, and of course the inevitable conclusion that one faces price competition.
Taking a few items from bits of research:
- Increasingly people are bombarded with marketing messages and are getting better at screening them out.
- Increasingly people disbelieve claims made on websites (that’s claims rather than demonstrations of knowledge) –
- People have less and less time spare, and want to get a result more quickly
- The “zero moment of truth” (a Google phrase) has moved. The moment when people reject (or accept) your offering has become earlier in their buying process, in many cases before they even meet you.
- 67% of businesses would rather their supplier had detailed knowledge of their sector (Hubspot)
- 40% of businesses cite having a detailed knowledge of their business, in their top 3 buying criteria. (Hubspot)
Those points certainly made me think we need to focus our marketing more effectively and were part of the rationale behind The Go-To Expert.
You could summarise them as prospects are getting busier and screen out marketing, apart from those potential suppliers they accept to have a really good message and knowledge relating to their needs.
So, all you have to do is show you have that message and knowledge? Great, but the trouble is you can’t seriously have expertise in everything, hence thinking of a niche.
What’s this go to do with networking (face to face, or social)?
- Does your expertise really stand out?
- Does your network understand what you do and how you help the people you help?
- Does your network know who you help?
- Is that message consistent whether face to face or when using social?
How do you apply a focused approach to marketing when you think about your networking?
It’s a film I have to watch in the run up to Christmas, always makes me smile (once I finished muttering about the over commercialisation it shows so well).
This clip reminds me that sometimes we just have to embrace what’s around us and accept the changes, go on, watch the clip and enjoy. Click here to watch the best 3 minutes of The Grinch.
How will you focus your marketing in 2015, even if you don’t want to become the expert in your niche?