We all want to market our business. No, that’s not true. We all want customers to give us money, and so we realize at some point that we need to market our business. But where to begin? A Google Adwords campaign? Social media strategy? Photographs? None of the above. It all starts with knowing the unique story about your business.
Often times, clients come to us thinking they want or need “Z.” But in reality, “A and B” must exist before “Z” can every take place with any efficiency and accuracy.
That’s why we have created a defined process to help clients create a precise content marketing strategy that begins with helping them identify their unique marketing message and ends with tracking the results achieved.
Over the next few months, we’re going to dive deep into this process of creating a successful content marketing strategy that covers everything from A to Z and consists of the following five steps to success:
So let’s get started — at the beginning, of course.
Starting with the first step, let’s explore what it means to find and tell your unique business story in meaningful ways. Your unique message sets the tone for your marketing plan. It connects with your brand’s mission. It takes time and patience to define.
You have something unique to share that sets you apart from the rest. There are potential customers waiting to hear from you, to see what you have to offer, and to know how your product or service will change their lives.
What is that special something that will make your ideal customer know your products or services were made just for them? This is your unique message and position in the marketplace. This message answers the question — “why you?” — and includes such message attributes as:
This exercise is meant to help you uncover areas where your business is different than others. Dig deep here, be specific, and don’t be afraid to keep it simple.
It can be easy to overcomplicate this step. Keep in mind that every business thinks they make the best product or offer the best service. Take time with this exercise to figure out what aspects of your business meet your target audience’s needs in unique ways.
Now, let’s look at three stakeholders to analyze before finalizing your unique message:
Find a way to get inside your customers’ heads. Interview them, survey them, follow them on social media. Put yourself in your customers’ shoes, and ask yourself, “what do I value?” Keep track of trends and buzzwords that come up in your research.
In order for your unique message to be true to customers, your team must believe in it. Talk to your employees and get their perspective on what makes your product or service unique. What do they believe to be the value of your organization? What is your personal vision? How is your top salesperson closing deals? What is unique about your internal process?
Research your competitors top to bottom and learn how they market their businesses. Read the “About Us” sections of their websites. Who are they and what do they stand for? Is it clear to you? How are you different? What small factors distinguish your business from theirs? These are the messages you want to identify, no matter how simple they may be.
Now that you have a clearer idea of what your unique message is, you must learn how to communicate it and bring it to life. Luckily, that’s where we come in.
At Keyhole Marketing, we write the words, capture the images and develop the strategy for putting your unique story in front of your target audiences. The next post in this series will discuss exactly how to define your target audience. The clearer you can get about your unique message, the easier it is for potential clients and customers to see themselves working with you.