What do you think distinguishes entrepreneurs who run profitable businesses from those who barely make ends meet? In answering this question, I am aware of my fragile status: there is a great danger of oversimplifying, generalizing or freezing stupidity. So let’s put all the details aside and emphasize the main thing. Any successful business is distinguished by a clear and elaborated strategy. Alas, many businessmen are so captured by daily tactical maneuvers (site creation, advertising campaigns, blogging, networking, human resources management, etc.) that they simply do not have enough time to develop a marketing strategy at the appropriate level.
The idea is to describe each of the items as concisely as possible. Such will be your main reference points for the next year or two. Do not deviate from the course. Stay committed to your goals.
This is a trick that will highlight the main thing and help you not to spread out. Of course, you can say, “Okay, next time this newsletter will finally shoot, it will surely shoot!” But is it really true?
“Yesterday I climbed the captain’s bridge and saw huge, like mountains, waves and the nose of a ship, which confidently cut them. And I asked myself why the ship conquered the waves, even though there were so many of them, and he was alone? And I realized that the reason was that the ship had a goal, but the waves didn’t. If we have a goal, we will always go where we want.”
– Winston Churchill
Task number 1 is to focus and step forward. A clear focus and realistic strategy will pave the way for you.
Who is your target audience?
The main arrangement is the most significant one. Who do you work for? As a rule, addressing this inquiry will signify “no” to potential clients who are not your TA. They can get in touch with you, you can fulfill their solicitation – however the effect of such communication will be more terrible than on account of your and just your intended interest group.
This is difficult and inconvenient at the beginning of the journey. Be patient. The more the focus, the better the service. It’s possible to determine the audience with the help of SEO Suite Ultimate Extension for Magento 2. And only then, having created a powerful customer base, you should think about expanding.
What audience do you work in?
A category is a short description of your business. Take it as a catchword: Starbucks sells “quality coffee”.
It’s astounding what number of businesses attempt to tell everything simultaneously. Subsequently, you get a vast definition that doesn’t pull in the intended interest group and confounds clients. Clear and basic wording will set showcasing needs. Envision that you have arrived at the highest point of your specialty. You are a pioneer. What characteristics are fundamental for you?
It is also branding. If a person is painfully trying to remember what you do, then you have a problem. A focused laser burns steel – scattered radiation is powerless. Formulate the essence of your project with the utmost precision.
Your unique selling proposition?
At this stage, it is worth identifying one or two key points that reflect the essence of your services. You don’t need to fill in all the options at once – aim for a bull’s-eye. Returning to the specifics of our work: we can say that we promote sites, launch contextual advertising, develop online stores and landing pages, create content marketing strategies, optimize conversion rates and clear your reputation in search engines. Yes, it is true. But is that the main thing?
No. Everything we do has one goal in mind: the development of our customers’ businesses. The rest of the services are just tools to achieve this goal. We did not come to this at once. But, finally, having formulated our priorities, we have attracted exactly those clients whom we dreamed of: people who are focused on results.
Who are your competitors?
Each customer is searching for an answer to their concern and contrasting other options. Regardless of whether it’s a web crawler or long-range informal communication webpage, a portfolio on your site or a blog, any message you post must have a key thought: what you’re offering and why you ought to be the one to pick.
However, many entrepreneurs do not pay enough attention to the analysis of other players. Such carelessness, in addition to the obvious disadvantages, is also unacceptable because it harms the user experience. Lack of alternatives is a bad thing. The presence of an endless number of similar options is not much better.
Suppose you are engaged in Internet marketing. But is it true that all Internet marketers in the city are your competitors? Someone is betting on SEO, someone – on the content, and the third studio is engaged in contextual advertising. Segment your competitors in the same way as you do with TA – and highlight the differences in your own messages.
What are you better at?
In general, “presentations for the elevator” is the ideal solution for our purposes. This is a short story about the concept of a product, project or service, which can be completed during the trip by elevator (about thirty seconds or 100-150 words). Maximum benefit, minimum information.
People want to know what will help them make a decision. Is your service cheaper? Do you work faster? Do you give a guarantee? Are you alone?
I hope you’ve answered all five questions. Let’s sum it up using a simple formula:
[Company name] is the leader in the [niche] that provides [a unique service]. Unlike competitors, we do it better [as well as how].
It’s a foolproof formula. It is the foundation of your marketing strategy, which is necessary to build your home, your residential complex or your entire empire.