Marketing magician. Guru. Ninja. Sure, they all have plenty of ways for you to market your business (and spend your dollars).
Most of those are various marketing approaches and tactics.
But if there is ONE thing you do when marketing your business, it should be this: Create a strategy.
The vast majority of companies do not have a marketing strategy. Instead leaders try a bunch of marketing “stuff.” Some are successful with stuff, but they would be even more successful with strategy.
Sound scary? It doesn’t have to be. Try this: Start with the three Cs: your company, your customer, and your competition. Once you understand these three elements, you can begin to craft your strategy.
Uh, so then what? Just follow the yellow brick road …
- What is the mission of your company? Your mission is what an organization is, why it exists, its reason for being. Your mission statement should define who your primary customers are, identify the products and services you produce, and describe the geographical location in which you operate.
- What is the vision of your company? A vision statement is a declaration of a company’s goals for the midterm or long-term future. Is the current vision being realized?
- What values do you adhere to in your operation?
- What are your business goals and objectives?
- Is there an important object, building or person that represents your business or plays an important role in your business?
- What is the most important part about working with you, from a customer’s perspective?
- What do you normally wear to work?
- If the company were a car, which car would it be? Why, what characteristics are similar?
- If the company were a person, who would it be?
- Is there a time of year that is busier than others for your company?
Want to keep diving in? Check out the full list of questions to ask when creating a strategy.
This may seem like a lot of stuff. It is. But it is pure gold, especially the customer insights. Using this information, you can see what you are, what you want to be, and what your competition is.
In short, this exercise shows the truth.
Then, you can truly figure out what marketing tactics and “stuff” are going to help you, based on your strengths and weaknesses. You will create your messaging and your true path based on data, not on guesswork. In the end, guessing is only going to cost you more marketing money. Instead, create a strategy to make marketing actually work for you.