For any strategy and corresponding set of marketing tactics to work, they must resonate with your prospects and customers. The first step is Research, to determine who’s your ideal client and what they need help with. Then, develop your marketing strategy around a targeted, defined ideal client and their needs.
By listening to what your prospects and customers are saying about your company and your competition, by understanding their needs, their challenges/pain points, and also by understanding where your customers/prospects “live” (which digital, print and tradeshow environments they engage in), we can help you build a strategic marketing roadmap. This roadmap will, in turn, help you make effective, efficient and results-based marketing investments focused on your customers’ needs.
Master the Art of Differentiation
If your prospects and customers don’t clearly understand how they can benefit from your services/products, or how you can help them solve their problems, then you end up in a ‘sea of sameness’, saying and doing what all your competitors are saying and doing.
A New “Marketing Funnel”
The Marketing Hourglass
Many marketers have been taught the concept of the marketing funnel where you bring leads into the top of the large opening in a funnel and push the ones that become customers through the small end. Long ago, John Jantsch/Duct Tape Marketing developed the concept of the Marketing Hourglass™. The top half resembles the traditional marketing funnel, but the expanding bottom half adds the necessary focus on the total customer experience that ultimately leads to referrals and marketing momentum.