Do NOT follow the herd when it comes to choosing marketing techniques. Doing what everyone else does, or doing what’s the latest-and-greatest hot trend, is a sure path to marketing failure.
People tell me they want a marketing plan, but what they really mean is, “Tell me exactly which techniques to choose and when to do them.”
Guess what? There is no one single perfect, magic marketing plan that will guarantee results for every single business owner forever.
Why? Because everyone’s audience is different. Everyone’s marketing message is different. Everyone’s marketing goals are different. And everyone’s budget is different.
The last time I counted, there were over 100 marketing techniques available. How can a one-size-fits-all marketing plan come from 100 marketing technique choices?
It’s time to do your homework.
The place to do your homework is in crafting a Marketing Plan. A marketing plan takes you step-by-step through all the topics you need to consider when doing the marketing for your business, including:
- define your target audiences and your niche
- analyze your competition
- determine your unique selling proposition
- craft your core message
- set your marketing goals and budget
- set your prices
- create a marketing campaign and calendar
Whatever you do, don’t just jump on the bandwagon of every new marketing technique that comes along. That kind of knee-jerk reaction will put you in the poor house faster than you can say, “shotgun approach to marketing!”
Let me give you a good example.
Social media marketing. Everyone says, “Oh, get a Facebook account!” But does your audience hang out on Facebook? Why would you market on Facebook if your target audience isn’t there. Know your audience and find out where they hang out…then get in front of them.
I know it takes time and effort to research and write a marketing plan. But only through marketing planning can you have the confidence of knowing you’ve chosen the best techniques from the 100+ available. And you’ll know that you will be executing the techniques in the correct order and at the right time of year.
I’d trade confident marketing for quick marketing any day. Would you?
Read the complete Why Marketing Fails blog series here:
- Why Marketing Fails: Introduction
- Why Marketing Fails #1: Market Research
- Why Marketing Fails #2: Follow-the-Herd Marketing
- Why Marketing Fails #3: No Follow-Up
- Why Marketing Fails #4: Blindfold Marketing
- Why Marketing Fails #5: Niche Exhaustion
- Why Marketing Fails #6: Lack of Repetition
- Why Marketing Fails #7: Not Tracking Success and Failure