I recently experienced a “bad” parenting moment. My child was in a rage, I had no idea why and I got frustrated (ok, a little angry) because it just didn’t make sense. At a loss, I gave her a snack and left the room. The food vanished and when I saw her next she was her smiley, chatty self. DUH!!! Even now, after 12 years of parenting, I sometimes forget the basics. Food, sleep, comfort, love – meeting these fundamental needs can help to avoid most meltdowns.
In our professional lives, this is also true. All too often, we get caught up in our endless to-do list
and forget the basics. Digital marketing is exciting and it is easy to get distracted by the next shiny thing, but no amount of social media, content marketing or fancy SEO is going to fix a fundamentally flawed (or non-existent) business and marketing plan. If we can slow down just enough to reflect on the basics, we might be able to avoid a DUH!!! moment
Basic marketing relies on the 3 C’s (company, customer, competition) and the 4 P’s (product, price, placement, promotion). This “marketing mix” is intended to guide our efforts toward properly positioning our company and products. If we forget to address these critical elements, our efforts are in danger of being ineffective.
It’s not that I don’t think companies can benefit from digital marketing, I do. But you must put thought into why you are doing it and what you hope to achieve or you risk wasting a tremendous amount of time and resources doing it in a way that won’t benefit your organization at all.
Take the time to plan and put it in writing. Develop a vision of how you want to be perceived in the marketplace and make sure you understand how your offering compares to that of your competitors. Clearly define your target audience so you can craft your communications to address their unique needs. Then set measurable goals and objectives so you can track your progress.
Although you might determine that social media is a good fit for your organization, perhaps you will realize that you aren’t quite ready for lead generation activity and will decide to focus on growing your followers and building credibility first. Or, maybe you will learn that your blog has been falling on deaf ears because you aren’t talking about things your customers are looking for.
Just like parenting, you cannot expect to see healthy growth if you don’t take the time to look at the big picture and ensure that you are addressing your market’s basic needs
I love to plan. If you need help aligning your business goals with your marketing efforts contact me for a free initial consultation. If you have something to add, please do so in the comments below.