What does it take to be the best? That’s the question you should be asking. In an era where steady streams of information flow into the palm of your hand with a simple swipe, it behooves you to pay attention and be innovative in order to stay relevant.
Identify your assets
What are you (or your company) good at? Think of your best skills. For example, if you’re in the business of selling guitars and you happen to be great with repairs, tout that as a key aspect of your business. It can probably be expected that any instrument retailer will have someone on hand for repairs, but if you highlight that fact and say something to the effect of, “We have over 25 years of experience with all types of guitar repairs and modifications,” you’re instilling confidence in people you haven’t even worked with yet. Even though you’re good at something, not everyone will know automatically – sometimes you have to tell them.
Determine your target audience
This seems like a no-brainer, but you’d be surprised how many aimless marketing campaigns exist. It’s good to throw out a wide net, but you should at least know something about the body of water before you do it. Chances are, you work in a niche. It could be big or it could be very small. Whatever the size of the audience is, just make sure you’re reaching out to that specific group.
Expanding on the fishing metaphor, imagine you craft and sell flies used for fly fishing. If you market to sporting goods stores, you may find success. If you market specifically to fly fishing boutiques or online retailers, however, you’ve cut right to the chase and let the right people know about your product. In this case, the right people are those who fly fish.
Put the plan in motion
Once you know what you’re doing and who you’re going after, make it happen. Write out your plan of attack and make sure you cover each step. The right way to approach marketing depends on who you are and what you do. While there is no one-size-fits-all solution, being aware of your identity and client base will get you where you need to be.
Dennis Styers enjoys reading, writing and all things business. He writes for Walsworth Publishing, specialists in publishing and content marketing.
Original article: Simple and Efficient Marketing
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