No, this isn’t a sales pitch on why a marketer’s job is necessary.
Instead, this is a method of diagnosing and understanding deeper problems. If your business structure or sales model needs work, marketing isn’t going to fix that.
Excerpt from a Client
It’s easy to say, “I need more sales” but it isn’t as simple as turning on ads or flooding your website with content. Every business is unique, with different needs and goals. So instead of looking for someone who’s trying to sell you something, find the person who seeks to understand and diagnose your deeper problems.
When we started this agency, our service was pretty simple. We provide engaging SEO, Ads, and Web Design for companies to improve their visibility and sales. However, It turned into us spending time understanding and diagnosing our client’s business model and goals. You need to communicate with your marketer to achieve the best ideas. You, as the owner, specialist, or team member, are the expert in your area. You’ll have the best deep cuts into your industry that a marketer will never have.
The best plans are formed when my clients give me insights into how their business works; we simply just execute them and bring them to the right people.
Lack of discussion is the common approach for most companies and the first big marketing mistake.
There’s a reason why most marketers end up clumping over the same keywords and fighting in an ever-narrowing market, even if the search volume isn’t high. This is due to a lack of communication and insight into who your audience really is. For example, if a divorce attorney approaches me and asks for an advertisement/website in their area, the next questions are:
These questions can help build out very precise marketing plans that narrow down your target demographic. We can have two lawyers in the same geographic area, but both appeal to highly different markets. One lawyer may appeal to people who value structure, fiscal conservatism, power, and success. The other may appeal to those seeking a personal connection, family, collaboration, and fairness. Heck, you may end up bidding on a different set of keywords altogether with low competition and capitalize on a market you weren’t aware of.
To summarize: before jumping headfirst into a marketing plan, re-think your needs and open a dialogue with your marketer or team. Narrow down who, what, and why you’re targeting your audience.