Marketing your business: Get more for less
As a business owner or leader, you always need to make sure you’re perceived as the expert in your industry and that you’re getting your marketing messages out in the right way. But with so much hype and conflicting advice these days about the best way to market your product, services, or company, how can any business owner know the best marketing path to take?
Implement the following marketing tips today and watch your profits soar.
1. Know What Makes You Unique
Yes, your company sells certain products or services, and you probably have years of expertise in what your company offers, but if you’re going to market and brand yourself as an expert, you have to know what makes you unique. So sit down and write out all the things that make you different, unique, special, and one-of-a-kind.
Chances are there are many experts, just like you, in your niche or industry. You’re not the only expert. So why should someone buy from you or hire you over your competitors? What do you offer that no one else does? What are your credentials? For example:
- Did you grow a large business from nothing?
- Did you turnaround a well-known organization?
- Were you a leader or manager of a high-profile company?
- Did you develop a system that consistently gets great results?
- Have you personally used your system to lose weight, build a business, solve a major business or societal problem?
Whatever you identify as your unique element, you need to promote that fact in all you do. Even if you’ve been in business for years, you need to do this exercise too. There are always newcomers coming into your field, so you have to continually differentiate yourself as the best and your company in order to stay on top.
2. Identify Your Markets
No business can successfully market themselves to every sector of the population. So look at what makes you unique and choose one key demographic that makes sense for you to market to. For example, you may decide targeting older Baby Boomers makes the most sense for your products or services.
Next, see if you can expand that market so you can have two distinct demographics to target—the first is a niche industry or sector and the second is broader. Look at what’s a natural extension of your main demographic and target that additional segment. You’ll find that focusing on two key demographics will make your marketing efforts easier and more effective.
3. Promote the Bottom Line Results You Deliver