It seems that every day I read about a new business start up. Personally, I’ve started and run many new businesses myself, so I understand the entrepreneurial mind-set very well. Since switching from launching my own companies to helping other entrepreneurial companies brand and market their products, I know one thing is certain: Standing out in a crowded marketplace is no small task. Over the past 13 years, my firm has been the communications partner for many businesses in many different industries, and I’ve developed the following four tips to help companies achieve “Marketing Euphoria” … a state of complete marketing bliss.
1-Know yourself - This seems like a simple enough concept, but often times marketers get sidetracked with sales speak and with drinking their own Kool-Aid. Knowing yourself means recognizing what your value proposition is; understanding what it is that separates you from your competition.
2-Know your customer - What makes them tick? What are they really looking for? I can assure you it’s not your product. It’s what your product will do for them. Use this information to create an emotional bond between your product and your customer.
3-Know who owns the brand - Don’t kid yourself. In today’s world, your brand is owned by your customers and manifested in the attitudes they hold and the stories they tell. They are in control, not you. Engage with them, embrace brand enthusiasts, listen to what they are saying and you’ll have a chance to shape the conversation surrounding your brand.
4-Know how to communicate - All too many brands think their marketing goals can be achieved by gaining followers or “likers;” as though a combination of Facebook, Twitter, YouTube and Google+ is the panacea for marketing bliss. Social Media is not a strategy. Social media is by definition, media. It’s a communication vehicle (albeit two-way) just like web banner ads, print and broadcast media. It’s one of many channels you will need to use and understand if you are to be successful in making your brand stand out.
I have fine-tuned these tips for achieving “Marketing Euphoria” for all businesses – not just start-ups and entrepreneurs— over many years. While it’s true that standing out in your field can seem daunting, it is possible to carve out your own niche. If you find my post helpful, I hope you’ll share my blog or add your comments below.