By now you’ve seen me post a lot about branding, marketing and business positioning. So why is it talked about so much? Why is it so important to your business?
Let’s take the example of Walmart v. Target. Why do more people prefer going to Target even though they charge more for products? There are several factors in their marketing efforts like calling their customers ‘guests’ and creating an experience of higher quality products. Walmart is known for their low prices which attract a certain clientele. How have these competitors fared against each other? Target has figured out the formula combo:
Right Thing. Right Time.
Wrong Thing. Wrong Time.
Right People. Wrong Thing.
Wrong People. Wrong Time.
You get the idea. Target is able to charge higher prices for their products because their marketing efforts were placed to the right people, on the right platforms at the right time. They create a focus on what their clients are looking for. They use store displays, language and campaigns that elevate their client’s status.
What are you doing in your business that elevates your client’s status? Is it something they’re proud to repeat to their friends? To wear? To say? To bring others in on or brag about?
When you hire a service provider or purchase a product, let’s talk a blender or house painter for example, what do you think when comparing prices?
you get what you pay for. or do you?
Do you question the value and quality of the lower-cost blender compared to the higher-cost blender? Do you automatically assume you’ll receive higher value for the higher cost? Psychology of people spending money. If you plan on charging more for your products you better have a website and online presence that reflect your business.
Now reflect those same viewpoints on your own business? Do you not believe you’re worthy of charging that much? Do you bend and sway and adjust prices for everyone or do you believe what you create and sell is worthy of selling and paying you for your time? Do you think because you can’t afford those big-name advertising agencies that you don’t have anything worth sharing? You don’t have the need for a social media account or website? You don’t have a need to grow your audience?
These are limiting beliefs and lies you’re telling yourself!
Your job is to effectively overcome those objections with your clients, too. No one is exempt from putting themselves out there to best serve the people who need what you have to offer. Your business is not exempt from what is working for everyone else. The proof is in the numbers. The best way to succeed is to MODEL the behavior of what other successful people have done. Let’s take an experience we’re all familiar with.
discipline over desire
When you were a kid, you may not have FELT like doing something your parents told you to do but you still had to do it. These days you might not FEEL like working out but you still have to do it. You might not FEEL like doing laundry, grocery shopping or cleaning but that doesn’t change the fact that you need to do it.
You might not FEEL like marketing, social media and self-promotion are things you want to do but you NEED to do it or else 1) You won’t get paid and 2) Your potential clients won’t find things they’re in need of and looking for.
I’ve talked several times about branding, content, social media promotion, and other factors of why branding and marketing are vital to your business and you can check them out under my Local Collaborative Updates blog section.
If you have tried, failed and tried again to figure out what to post online or who your ideal target audience is, you are not alone. You might have tried replicating a sales system or social media strategy you saw work well for someone else but became discouraged when it didn’t work. Maybe it was even a little overwhelming?
Don’t worry, my sweet digital friend. Just as they have formulated a plan to market a product to a specific audience at a certain time does not mean it’s right for you and your business plan. During our Branding + Positioning Strategy we customize an approach that puts you in an optimal position to market yourself. Would your products work better printed in a magazine or filmed in action on a video? Should we sign you up for a podcast interview or would a collaboration with influencers work better? You might have heard great advice but tried implementing it at an unsuccessful time in your business.
time to re-evaluate and implement
If you find yourself creating 80% new material when you really only need to create 10% new material and can re-work or republish other content with a new email campaign structure. When you re-evaluate your efforts and your results you can see where your struggles are. What’s received a great reaction? Where were the mistakes made? What can you outsource?
Maybe you think of social media as a draining time sucker? Is that really what you should be focusing on when you haven’t even honed in on your own audience or done ‘enough’ elsewhere?
Overcoming the mental hurdle of a scarcity mindset will earn you more money in the long run. Investors search for more than one portfolio to invest in. Multiple revenue streams provide steadier income. Outsourcing your business tasks creates more opportunities for you to do what you enjoy in your business and brings a fresh pair of eyes with innovative ideas to your business.
You can also watch this video posted with the spark notes of everything we just talked about.
Let me know if you have any questions. If you found this helpful please share with your business friends!