Last week I was invited to be on a Question Time style panel at a local networking event. The first question that came my way was “Is there a “golden shot” marketing thing you can do? ie if there’s one thing to do, this is it”. I think that lots of us are secretly hoping that there is a simple answer to this question, so I thought I would share with you what I said.
Just by being in business, each of us is involved in marketing whether or not we realise it. Like many things, there is no short cut to hard work but it’s working smart that makes the difference. It’s no good just guessing that you’re doing the right thing and hoping for the best.
It starts with knowing what you want to achieve in your business – such as launching a new product or service, or signing up a certain number of new clients – then knowing how your marketing will help you do this. If you haven’t got any goals for the end of 2013 – set one big one now!
Making a plan does require a bit more effort at the beginning and it can be a difficult discipline to master if you’re not a natural planner. Over the years, I have learned to plan because I know it’s the best way to get the results you want, with the most efficient amount of cost and effort.
A planned approach also means:
- Knowing your customers – what do they really want and how do you meet those needs for them?
- Knowing your competitors – and how you are different from them.
- Knowing yourself – being clear on your personality and your values and showing these in everything you do.
If there is one overall thing you can do that makes a difference, in my opinion, it is consistency.
Consistency in your brand, consistency in your message, consistency in your product or service and consistency in the experience that your clients experience when they deal with you. But most importantly, it’s about consistency of effort. Seeing marketing as an integral part of your business and something that you work on everyday, not an optional add-on. By showing up everyday and taking baby steps you will be moving closer to your goals.
So whatever it is you’re working towards, keep going! Take your next step today and plan another for everyday this week. It might seem slow at times but you will get there!
What step are you taking today to bring you closer to your goal? I’d love you to share it in the comments box below.
I was hoping that there was one simple step, but now realise that you need to keep working at it and it can seem slow at times but sticking to a plan is definitely helps.
Yep, keep working at that plan and you will get there. It is slow at times but sometimes there are also huge leaps forward which tell you you’re going in the right direction.
Thanks, I’m responding to customer queries by email and hope I’m providing good encouragement and a warm, supportive, encouraging sounding board for students who are finding it difficult in these early beginner weeks.
Your blog post has made me stop and think about this, and my very next blog post will be about the different reasons people choose T’ai Chi so that in future new students can get an early picture/context about where they are coming from and where they will likely get the best benefits.
Thanks Lucy – is there a “Lucy app” where you can pop up and ask us “why” questions at key times?!!
It sounds like you’re putting a lot of time and trouble into replying to your students’ questions – I am sure they will really appreciate that and it will help you to build your relationship with them.
I’m pleased that my blog made you stop and think. Will look forward to reading your next post.
Hmmm…a Lucy app…now that’s an idea 🙂