by Nick D'Alessandro, posted 2/23/2017
The world of marketing is constantly evolving.
Even seasoned entrepreneurs can be overwhelmed by the amount of marketing information available today.
Trying to keep up with and understand what the latest and greatest marketing strategies can seem like a daunting task.
Wouldn’t it be nice if there was a map showing you exactly what to do?
In reality, there aren’t any predefined routes on a road map guaranteed to lead you to entrepreneurial success.
Yes, there are fundamental marketing principles that will point you in the right direction, but every business is unique in some way.
The strategies another business uses to achieve success might not work for your business.
The fact is, you’ll need to set your own course to effectively achieve your sales goals.
Let’s take a better look at how you can apply fundamental marketing principles to your campaign but still set your own course.
Remember the fundamentals:
- Identify a need or want that that someone hasn’t already solved or has done a poor job at solving. This is something every entrepreneur should research first. Try to make sure there is a strong enough demand for a product like yours before you exhaust too many resources. Creating a great product that not many people want or need could produce very little revenue.
- Clarify who is most likely to want or need your product. They will become your primary target audience. In order for your marketing to be effective, you will first need to zero in on who your product is most likely to satisfy.
- Measure all of your efforts. Every entrepreneur needs to track and quantify their marketing efforts if their goal is to make a profit. Some marketing strategies take more time to bear fruit but do your best to periodically review everything. Ideally, your marketing cost shouldn’t exceed the sales you have generated from a particular strategy. The marketing planner at com has an ROI tool that can simplify this for you.
- Modify or discontinue the marketing activities that are producing little or no results. Consider modifying your strategy before you decide to discontinue it. For example, starting a blog is a good idea, in theory, but you might not be getting enough traffic because you’re writing about topics that your audience isn’t searching for. In this case, try to write about topics your target market is interested in, and give it some time before you decide to discontinue any of your marketing strategies.
- Invest more time or money in the marketing activities that have produced the best results. By discontinuing ineffective strategies, you can free up money and invest more in the strategies that are producing for you. This approach should improve your overall ROI.
- GET HELP! You probably didn’t go into business to be a marketer and there’s a good chance someone could do it better for you. If a professional is more skilled at performing a marketing activity for you, then they also have the potential to produce more revenue for you. Invest in your business and don’t try to do everything yourself! Sites like Upwork make finding professionals to handle your marketing tasks very easy.
Setting your own course
Here are some tips to chart your own course to success:
- Create an excellent, distinctive product to satisfy a want or need. Set your own course by creating a product or service that will stand out in the crowd. Being mediocre is not going to win you the prize so always work on improving your product. Just remember, your audience will still need to perceive value in the features that make your product unique.
- Create a compelling message or story to convince people why you’re their best choice. Create a story that’s authentic and that truly resonates with your audience in order to show them how your product or service will benefit them.
A little bit of science and art
You’re probably wondering what is meant by “science and art,” right?
Maybe you’re asking yourself what science and art have to do with marketing.
It’s always a good idea to test various marketing strategies that you feel will work best to attract your audience and convert them into customers.
There are many proven strategies that entrepreneurs use to drive more visitors to their store, convert more visitors into customers, and increase their sales with existing customers.
The marketing planner at Trilojeemarketing.com provides a full guide of strategies to help you choose and implement.
That’s where the science comes in--narrowing down the strategies that work for you and your business!
While there’s nothing wrong with proven strategies, an entrepreneur should also create their own.
You guessed it! Using your own creativity to map your own course is an art!
Without jeopardizing your reputation, try new things that could attract visitors and convert more of them into customers.
A mix of science AND art applied to your marketing has the potential to produce the best results!
The bottom line
Use fundamental marketing principles and strategies as a basis for your marketing campaign, but dare to set your own marketing course.
Note: There will never be a better form of marketing than working to create a great product or service; one that will resonate with your ideal audience.
Wishing you much success!
About the Author
Nick D’Alessandro is a small business strategist and founder at Trilojeemarketing.com. He is excited to share his 30 years of business experience by helping small business owners grow their business and fulfill their career purpose.