So many businesses are throwing money away when it comes to marketing. Literally, scrumpling and folding it into impressive origami objects only to take a match and set the whole thing alight! This is all too common. The problem. No brand
The Problem
So many businesses are throwing money away when it comes to marketing.
Literally, scrumpling and folding it into impressive origami objects only to take a match and set the whole thing alight!
Then, they turn to their people and say “what’s happening? Why is everything turning to ash?”
Everyone’s response… a simple shrug of the shoulders.
The fact is, you’ve created nice content with no structure or substance and then paid a heap of money to market the asset with zero return.
This is all too common. The problem. No brand.
The Secret
It’s not your fault. Would you believe businesses have been programmed to think like this? Not in everyday life just when it comes to marketing on digital platforms.
There’s so much content out there, it’s hard to know what’s the right approach for you.
Your non-marketing, marketing brain sees all this content everywhere and thinks “We need to do that!” However, the question left unanswered is “what do we create?”
This is a massive stumbling block for most. Annnnnnd, this is where your non-marketing, marketing brain kicks in! “Hey, I’ve seen heaps of people selling and lots of products! Maybe we do that?”
Then, that’s what you do. In fact, that’s all you do.
The scenario
Take a minute to think about this.
A person, or a business, enters your digital sphere (wherever your business is found online). They research every part of your digital footprint - website, Facebook page, YouTube channels etc - before they make their decision.
Everywhere they go they see/read SELL, SELL, SELL content! OR “Here’s our service, here’s your problem, BUY!”
Do you think this person or business are now in a position to say “DAAAAAAMN. I’m ready to buy!”
Probably not.
Because of all the noise on digital platforms your audience are looking for deeper connections before they buy. If they don’t find it and everyone in your industry are creating SELL, SELL, SELL content chances are they will pick the cheapest option.
There is a way to fix this.
The Answer
Switch your focus to building a brand that your audience will connect with on a deeper, more intimate level. The one thing that separates businesses marketing and brands marketing is purpose.
Purpose defines who you are as a business. Purpose creates clarity and direction. Purpose allows you to communicate and attract customers and even new team members.
If you feel you are marketing a business and not a brand here are 5 key areas to work on.
Hopefully, these key points will help you in the initial build of your brand. ALSO, document everything when you do this. This will be valuable content for your audience to see and engage with as you start marketing.
Remember…
I hope this article was helpful.
If you are looking at your marketing spend vs ROI and concluding the math doesn’t add up, or you feel like you are wasting money, chances are you are trying to market a brand that doesn’t exist.
The Problem
So many businesses are throwing money away when it comes to marketing.
Literally, scrumpling and folding it into impressive origami objects only to take a match and set the whole thing alight!
Then, they turn to their people and say “what’s happening? Why is everything turning to ash?”
Everyone’s response… a simple shrug of the shoulders.
The fact is, you’ve created nice content with no structure or substance and then paid a heap of money to market the asset with zero return.
This is all too common. The problem. No brand.
The Secret
It’s not your fault. Would you believe businesses have been programmed to think like this? Not in everyday life just when it comes to marketing on digital platforms.
There’s so much content out there, it’s hard to know what’s the right approach for you.
Your non-marketing, marketing brain sees all this content everywhere and thinks “We need to do that!” However, the question left unanswered is “what do we create?”
This is a massive stumbling block for most. Annnnnnd, this is where your non-marketing, marketing brain kicks in! “Hey, I’ve seen heaps of people selling and lots of products! Maybe we do that?”
Then, that’s what you do. In fact, that’s all you do.
The scenario
Take a minute to think about this.
A person, or a business, enters your digital sphere (wherever your business is found online). They research every part of your digital footprint - website, Facebook page, YouTube channels etc - before they make their decision.
Everywhere they go they see/read SELL, SELL, SELL content! OR “Here’s our service, here’s your problem, BUY!”
Do you think this person or business are now in a position to say “DAAAAAAMN. I’m ready to buy!”
Probably not.
Because of all the noise on digital platforms your audience are looking for deeper connections before they buy. If they don’t find it and everyone in your industry are creating SELL, SELL, SELL content chances are they will pick the cheapest option.
There is a way to fix this.
The Answer
Switch your focus to building a brand that your audience will connect with on a deeper, more intimate level. The one thing that separates businesses marketing and brands marketing is purpose.
Purpose defines who you are as a business. Purpose creates clarity and direction. Purpose allows you to communicate and attract customers and even new team members.
If you feel you are marketing a business and not a brand here are 5 key areas to work on.
Hopefully, these key points will help you in the initial build of your brand. ALSO, document everything when you do this. This will be valuable content for your audience to see and engage with as you start marketing.
Remember…
I hope this article was helpful.
If you are looking at your marketing spend vs ROI and concluding the math doesn’t add up, or you feel like you are wasting money, chances are you are trying to market a brand that doesn’t exist.
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A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila! A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila! A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila! A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!
"A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!"
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