Marketing: Is Your Business Relevant?


In businesses being everything to everyone means in reality that you are relevant to no-one.

In this age grabbing any source of revenue can lead to confusion and possible slower long term growth.

It’s perfectly understandable for businesses to resort to this.  But just because you can do something doesn’t mean that you should.  Fear prevents us from saying no to a potential customer.  Fear that there might not be another enquiry.

But the question is another enquiry for what exactly?  If you are busy dealing with any scrap of business how will you recognise a perfect customer?

In reality what chances have you that a perfect customer will find you if you don’t know what they look like?  And if you don’t know what they look like how can you market to them effectively? 

Think about that for a moment.

The danger is that you are marketing to everyone, claiming you can do everything and wasting vital resources in the process.  The reality is you are appearing confused and unmemorable.  This is not an accusation that you are incompetent – just an observation that you are not enhancing your credibility.

Any marketing activity you undertake has a greater chance of success if it is based on this credibility and focus.   It’s not easy to define the future of your business in this way, if it was everyone would be successful.

If required, get some help to filter out all your ideas and thoughts.  By taking these decisions you will help your marketing budget work harder for you - helping promote your uniqueness and expertise.

After all what’s the alternative?  More ad hoc activity which can be expensive and difficult to measure?  Carrying on as ‘normal’ with the same fear?  This is a recipe for the business to fade into the background.  Forgettable.

This is not an invitation to be reckless.  Businesses require discipline to function successfully.  This is about defining yourself and your offer effectively and consistently, to ensure you get the customers you really want and maybe need. 

So define and celebrate your niche to help ensure you get the best return on your marketing investment.

Posted by: Nimish Sawjani on Oct 2, 2012
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