Advertising
Advertising

3 Reasons Why Your Marketing Strategy Sucks

3 Reasons Why Your Marketing Strategy Sucks

Everyone is business knows that customers are the lifeblood of any business. In my opinion it is the most important thing that determines success more than anything else. If you can’t get new customers each month then you won’t build a successful business.

Simple.

The key to getting new customers each month lies in your marketing strategy. If you don’t have a solid marketing strategy outlined that details how you are going to get new customers each month then you are not going to build a successful business. You may already be in a position where you’re marketing but are not having the success you want from your efforts. This is an incredibly frustrating feeling.

However, you can create an effective marketing strategy easily and I will show you 3 key components for a marketing strategy that doesn’t suck and actually brings in more customers to your business.

Here we go.

No Differentiation

If you don’t actively differentiate your business then you will end up becoming a commodity in your marketplace. You need to find out what it is that separates your business from every other business in your marketplace. You need to give customers a REASON to pick you and then focus all of your branding around this differentiation.

Advertising

When you do this you avoid becoming a commodity. If you don’t actively make yourself different then people will have no reason to pick you and you will end up becoming a commodity, which leads to numerous problems in itself. The easiest way to answer this question of differentiation is to ask yourself.

“Why should a customer pick me over every other business.”

Essentially, this is your USP and it’s a statement that positions you in the marketplace by answering that question. In my own field I am in a very competitive market so I focus my copywriting services on how I help businesses get more leads and sales by writing personality filled words rather than boring, dry copy.

This is an example only.

There are plenty of ways you can focus on how your business is different and then nail down on it.

You Chase Customers Rather Than Have Them Come To You

This is a big one I struggled with when I first started my own business and I’m sure it’s when many other business owners can relate to. Chasing customers almost seems like the default method for getting new customers but it’s really the worst strategy you can use. It’s very time-consuming and in many cases it doesn’t reap any rewards or very little reward from all of your efforts and time spent.

Advertising

What really changed my approach was reading a book by Dan Kennedy called NO BS Sales Success. There was one chapter in it in particular that changed everything for me. He talks about positioning your business rather than prospecting so that customers come chasing you rather than the other way round. When you think about it, prospecting is such an archaic strategy for getting clients.

So instead of chasing customers what you should do is think about how you can actively position your business so that customers see you as the best option to help them solve their problems and then contact you.

There are a few key positioning strategies you can use:

  • Direct mail
  • Public speaking
  • Classified ads
  • Writing – guest posting or for print publications, magazines, newspaper columns, etc
  • Webinars
  • PPC ads
  • Publicity

There are many ways you can do this but these are some of the most common and effective.

Rather than focus your marketing on prospecting strategies, focus them on positioning strategies to get more customers and you’ll start seeing a greater reward for your efforts. A great by-product of this is that you end up being able to charge more money for your services and in many cases, the positioning you have done will mean that there will be very little price resistance.

When someone contacts you then they demonstrate commitment and compliance. These are both powerful psychological forces that shouldn’t be underestimated.

Advertising

Not Making The Most Of Your Time For Marketing

Once you actually create the marketing strategy you need to implement it and this is another area where people go wrong. Many business owners don’t think of themselves as business owners, they just want to do what it is they are exceptional at and that’s it. Not making marketing and advertising a PRIORITY is a seriously big mistake. One that will cost you big time in the long term. Bottom line, every single day you need to make time for marketing.

A little strategy I like to do is make the first 1-2 hours of my day solely for marketing activities before I do any client work. So it could be writing a guest post for an hour. It could be creating a Facebook PPC ad campaign. It could be carrying out some research for a direct mail campaign. Spending 30 minutes calling event organizers to see if you can speak at their event.

See what I mean?

If you don’t make the most of your time each day for marketing and make this area of your business a priority then you’ll never succeed in business. Marketing is the most important thing you need to be doing each day in your business. Each day you need to be actively doing something that aims to bring more customers to your business.

Make sure you track your marketing activities as well because then you can hold yourself accountable and also see what strategies are working more effectively than others.

Conclusion

Marketing is the most important aspect of running and building your own business in my opinion.

Advertising

Your marketing strategy is what will get customers coming to you and if your marketing strategy currently sucks then you need to look at the 3 tips above and implement them in your own marketing ASAP. Without it, you’ll never get the customers you need to make your business thrive and provide yourself with the kind of lifestyle you envisaged when you started your own business.

As a quick recap these are the three things you need to look at if your current marketing strategy sucks:

1. Lack of differentiation

2. Not attracting customers

3. Not making marketing each day a priority

I hope that these three things I have mentioned will help you improve your overall marketing strategy.

More by this author

5 Tricks That Will Make Your Headlines Jump Out And Grab Your Reader 6 Simple Things You Can Do Today To Improve Your Marketing And Get More Customers 3 Reasons Why Your Marketing Strategy Sucks How To Instantly Double, Even Triple Response Rates To Your Advertising 10 Mindsets About Wealth All Billionaires Share

Trending in Work

1 How to Sharpen Your Transferable Skills For a Swift Career Switch 2 How to Make Going Back to School at 30 Possible (And Meaningful) 3 7 Powerful Habits To Win In Office Politics 4 10 Signs of a Bad Boss and How to Deal with Them 5 10 Great Skills to Include in Your Resume When You Change Careers

Read Next

Advertising
Advertising
Advertising

Last Updated on July 18, 2019

How to Sharpen Your Transferable Skills For a Swift Career Switch

How to Sharpen Your Transferable Skills For a Swift Career Switch

Most people grow up with dreams to go to college and graduate with high-paying job offers waiting for them the week after graduation. Others may favor non-traditional career paths. But the desire is the same: to find a job we love where compensation is commensurate with experience.

However, plans change. For instance, what started out as a dream to be a surgeon is cut short by a nasty injury and you’re debating how to transition into a new role. Or you might be facing being let go from your current employer and are anxious about “options out there.”

Whatever the case may be, switching careers can be intentional or unintentional. What matters is that you’re well-prepared, and the only way to do so is to learn new skills — hone in on your transferable skills.

Why Hone in on Your Transferable Skills?

There are several reasons you need to develop these skills if you want to go far in life and your career. In a nutshell, honing in your your transferable skills can lead to:

Better Job Offers

Continuous assessment and improvement of your skills widens the pool of job offers for you to make selections from. You’re no longer tethered to one industry as you’re able to lead your career by design, not by default.

People with transferable skills on a resume also open up opportunities for more potential employers.

Increase in Pay and More Responsibilities

You’ve heard the saying “with great power come great responsibility.” In your case, transferable skills make you more marketable to employers which could lead to pay raises.

Although this isn’t an automatic process– you have to be proactive about what you want in the marketplace, there is a chance that these pay raises will come with change in titles and roles.

A Shot at Entrepreneurship

Yes, changing career paths also includes the possibility of working for yourself. With these skills and work experience, you could live anywhere in the world and design a life and career you want.

We’ve talked about why you need to strengthen your transferable skills but what are some these skills, and how can you work on them?

13 Tips to Sharpen Your Transferable Skills

1. Update Your Resume

You might be surprised to know this but yes, updating your resume is a skill. The very first thing you should do while thinking about switching careers is to highlight attributes that make you very desirable candidate to employers.

Think about your volunteer experiences, freelance projects, and school projects. Although they might seem insignificant, they demonstrate your ability to deliver results that several companies are looking for.

While you might have held several positions since college, switching careers will require you to have a different type of resume.

There are three different types of resumes: functional, chronological, and a combination resume. However, if you are looking to switch careers you’ll want to have a functional resume. A functional resume is strengths-based that emphasizes skills that are transferable rather than a collection of dates and job titles.

2. Brush up on Your Communication Skills

Every attempt to get ahead in business and in life starts with the need to communicate effectively. Whether it is interpersonal, intercultural, or multi-generational, the ability to be seen and heard while respecting the boundaries of work relationship matters.

That’s why it’s one of the top skills you need to master. Strong communication skills allows you to effectively tailor your messages to specific audiences, which will make you a stronger asset to any organization.

To hone this skill:

Advertising

Pay attention to your listening skills. To communicate effectively, you need to first learn how to understand others.

Your ability to decode overt and implied messages, no matter how nuanced they are, is key to knowing how to foster deep relationships with others.

This article can also give you effective ways to enhance your communication skills:

How to Master Effective Communication Skills at Work and Home

3. Learn Technical (or Business) Writing

Another form of communication, writing, is a skill that can take you anywhere.

Companies communicate a lot through written memos, emails, newsletters, and other audio-visual means. But at the crux of this all is someone or some people who are tasked with translating the organization’s vision into statements anyone can understand.

To hone this skill:

Consider taking some free or paid classes online. You can accomplish this through several community colleges or online platforms like Lynda, Udemy or edX .

4. Practice Public Speaking and Presentation Skills

No matter how intelligent you are, no one will take you seriously if you’re unable to pull off a decent level of persuasion through presentation skills.

Most presentation can be done through either electronic devices or require your physical presence. Your chosen career may require you to be in front of several hundreds of people or you could be charged with developing materials for presentation.

To hone this skill:

Volunteer to lead projects that give you some responsibility for putting together presentations.

Also, try taking courses that will improve your public speaking skills if you feel lacking.

These tips on public speaking would be helpful too:

The Ultimate Public Speaking Tips to Hook and Impress Any Audience

5. Get Comfortable with Identifying Problems and Solutions

Every organization has got its problems no matter how greener the grass is on the other side.

How to hone this skill:

Advertising

Practice being resourceful.

Do you know where to find every company policy on the intranet in less than five minutes?

Think about a time you noticed some inefficiency at work and proposed a solution. Think about instances where you lent your voice to a cause which resulted in improved processes for your department.

No matter how small or inadequate you might feel, you’ve got some problem-solving skills that some organizations want.

If you look for more ways to improve your problem solving skills, take a look at this article:

6 Effective Ways to Enhance Your Problem Solving Skills

6. Recognize Your Team-Building Ability

Your ability to smoothly switch careers also depends on how well you can energize your team, especially if you’re aiming for a leadership role. Unfortunately, team-building usually isn’t something you learn on the job in most careers unless you hold a managerial position.

The good thing is that you possibly know one or two things about team-building. Think back to moments in college when you had group projects with colleagues and had to work with 3 to 4 other strangers for months. Were you able to get past your differences and disagreements to focus on the uniqueness of everyone at the table?

Making a career switch might require that you work with multidisciplinary teams whether you have a deep knowledge of what the other team does or not. I can easily think of doctors, nurses, physical therapists, and social workers working closely to achieve the goals in a patient’s care plan.

How to hone this skill:

Look for collaborative projects and team building activities that excite you and challenge yourself with new possibilities.

Try some of these tactics to keep your team motivated as well:

17 Proven Tactics for Motivating Employees and Building a Stronger Team

7. Lean into Your Leadership Skills

Although similar to the previous point, leadership skills extend far beyond building teams, managing time sheets and correcting behavior.

What I’m referring to here is your ability to develop a vision, believe in it, and inspire buy-in from everyone involved. This isn’t about knowing how to run a particular machine; it’s about how to lead a team of people with various backgrounds, experiences, and ideas of how things should be done.

How to hone this skill:

Although more complex than the rest, it all starts with an introspective look into your strengths and weaknesses. Then get a mentor or a coach who can bring out your leadership qualities so you can operate from a place of strength.

Advertising

Learn more about the effective leadership types here:

5 Types of Leadership that Help You Build a High Performance Team

8. Improve Your Analytical Skills

Are you good at taking large amount of data and interpreting them? Your skills could come in handy.

Organizations are looking for people to make sense of the data around them, explain how it affects profitability, and make projections based on it. Best of all? You don’t need to be an accountant to be analytical.

How to hone this skill:

Try taking data interpretation classes online or at a community college. Learning Microsoft Excel or Access is also a plus. If you’re ambitious enough, you could consider getting additional certifications to up the ante.

Take a look at these ways to help sharpen your analytical skills:

What Are Analytical Skills and How to Strengthen Them For Success

9. Don’t Discount Your Time Management and Prioritization Skills

How good are you when it comes to deciding how important tasks are, organizing schedules, and coordinating plans?

Should you be willing, there is a market waiting for you out there. Organizations and busy executives are always looking for talented individuals to outsource these tasks to.

How to hone this skill:

Although not everyone possesses secretarial superpowers, you can improve this skill by focusing on taking huge tasks and breaking them into smaller goals or steps in order to achieve a bigger goal.

Here, you can learn to prioritize to achieve more:

The Ultimate Guide to Prioritizing Your Work And Life

10. Embrace Your Creative and Critical Thinking Side

Although it’s often believed that creativity is for the arts and right-brained people, I believe everyone is capable of being creative. In fact, most organizations recognize creativity as a vehicle that will drive successful inventions in the future.

How to hone this skill:

Try doing something fun. As simple as this sounds, you’d be surprised to learn how much. In fact, behavioral and learning scientist, Marily Oppezzo, says taking a walk might be all you need to get your creative juices flowing.[1]

Advertising

Anyone can be creative, you just need the right way to train your brain:

What Is Creativity? We All Have It, and Need It

11. Don’t Stop Learning Tech Knowledge and Skills

Being tech-savvy is a huge plus. If you have an affinity with computers, software applications and are abreast of technological improvements, it is a transferable skill that is worth highlighting.

You don’t have to be a young college graduate with silicon valley dreams to work

How to hone this skill:

All you need is the determination and the readiness to learn. This article will give you some ideas on the types of skills to learn:

How to Improve Your Computer Skills to Get Ahead in Your Career

12. Build Networks and Relationships

You aren’t free from networking. Not at the moment. With your goal to switch to a different career, your networking skills will come in handy.

Fortunately for you, networking doesn’t have to be so hard.

How to hone this skill:

Attend conferences and job fairs. Chances are you already have people in your network you can move you closer to your dream career.

To enhance your networking skills, take these steps:

How to Network So You’ll Get Way Ahead in Your Professional Life

Final Thoughts

Although there are several people with the same qualification and degree(s) you possess, what ultimately determines hireability comes down to a myriad of things such as culture fit, how teachable you are, cultural sensitivity, inter-generational awareness, and your ability to navigate uncertainty.

You have a chance to stand out by letting your dream companies know how these soft skills make you an invaluable asset, and how saying ‘YES’ to you is a win-win for both parties.

Happy career switching!

More Resources About Career Advancement

Featured photo credit: Unsplash via unsplash.com

Reference

Read Next