Monday, 6 September 2010

Has your marketing passed its ‘best by’ date?

So the world has changed over the last 12 months and so has your business right? Your products and services have changed, along with your team and your clients. And if you’re a one person business, your role and offering has inevitably evolved too. So if that’s the case why hasn’t your marketing kept pace? Why haven’t you updated your website or ads to reflect the changes? Why haven’t you changed your presentation, your ‘this is what I do’ script? Why haven’t you changed your LinkedIn profile, your Twitter bio?

We’re often guilty of not paying attention to our own marketing communications - when our business changes it’s rarely a priority to reflect those changes across our own marketing touch points. But it should be.

I see a lot of businesses where there is a disconnect between what they do and what they say they do; between who they are and what they say they are. The market position is often a long way away from their real offering. Of course, it’s not always easy standing back from the business or organisation to answer the question ‘what do we stand for’? It can be quite a process to bridge that disconnect. That’s what my own business does: we go into organisations and help come up with the answer. Often it involves conversations with a range of stake holders from staff to clients, asking everyone from the front desk up, what does this business stand for? Once you’ve worked that out and can encapsulate that DNA in a market offering, then you can refresh your marketing in a new a strategy.

If hiring experts like The Ian Sanders Company is out of your reach, try initiatives of your own. If you’re a small business owner, ask your team and clients what they think the brand stands for. Be prepared to listen. And if you’re a one person business, take a morning or an afternoon away from your desk and laptop. Pause, stand back from the day-to-day, and think how you’ve changed. And then look at your touch points and tweak your web copy, your profile and messaging.

Because if you continue selling the old message, you really are missing a trick.

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