Feb 16, 2015 | Customers, Marketing, Small business
Being different is fundamental to being profitable, as if you are the same as everyone else in everything you do, then the discriminator becomes price, and being the cheapest is rarely a profitable strategy.
Often this notion is written about as a ‘Unique Selling Proposition”, useful, but in this connected world, you have to be able to demonstrate your value before you have a chance at a sale, therefore it helps to have the value proposition at the forefront of your thinking.
If consumers think value is what you have to offer, they will buy it.
First, a definition.
A UVP is something that clearly differentiates you from your opposition, it creates a point around which your target market can choose you simply because the others do not have what you do, and therefore cannot offer the same value. This does not mean you have to be the “best”, few would argue that a Hyundai is a better car than a Mercedes, but amongst its peers, it offers more electronic “bling” than the others, for the same money. If the bling is what you want, buy a Hyundai.
Second, make your UVP as clear as crystal. There is little point making the investment in identifying and creating the supporting infrastructure of a UVP, and then not clearly telling people what it is. This also acts as a focal point to attract the sorts of customers you specifically want, as they will be attracted by the UVP, others less so, so perhaps they go elsewhere. This creating of a “choice” mechanism is a powerful marketing tool.
Third, how do you identify and develop a UVP?
There are a lot of tools, and tricks, but no substitute for thoughtful, creative and extensive market and customer research and feedback. There is however, a relatively simple series of questions you can ask yourself to uncover the UVP.
- Identify clearly the offers of your major competitors. What they do well, what they do poorly, any guarantees they have in place, what they can do that you cannot, and vice versa, and any other factors relevant to a sale in your category, like geography, parking availability, speed of service, and so on.
- Understand the trends in your industry, in order to try and anticipate where it may be heading. Things such as the impact of technology, regulation, industry imposed standards, and the general levels of quality, service, and delivery that apply.
- Focus on your target market. Every market has characteristics of product, customer, business model, distribution channels and common cost and revenue drivers. Understand as completely as you can what these all are, looking for the typical distribution of characteristics for each parameter of importance. For example, if you are selling men’s suits, the target market is men, identify the typical or average customer, he may be 40 years old, a middle ranking executive, with two kids a wife who works, mortgage and 2 cars. However, that doesn’t not mean that single 25 year olds may not buy, it is just that there are less of them currently, they are less likely to buy, and almost certainly, they do not buy multiple suits.
- Identify your specific ideal customer. The better you can identify the specific person you are targeting the better you will be able to craft a UVP of value to them, and communicate it. To continue the analogy above, 25 year old single men may not need as many suits as their 40 year old counterpart, but the one they want is not for every day wear, so they may be prepared to pay much more for the quality and styling you can offer. It may also be that your target customer is that 25 year olds partner?
When you think that an old head that has done this sort of exercise many times may be able to help, give me a call.
Feb 12, 2015 | Marketing, Social Media
Social media is usually lumped in with digital marketing, as if it is all the same stuff, part of the same marketing toolbox.
There is some overlap, significantly around the advertising that occurs on social platforms, but not as much as most just assume.
Think about being at a party, the bloke in the corner holding forth to a small group of people, arguing a point of view, taking questions, and debating the foundations of his views. The person on the right is not talking, not asking questions, but they are listening.
Are they engaged in the conversation??
Of course they are.
Do they want to be sold to?
Probably not, they are just listening, at some point of they want some clarification, to actively instead of passively engage in the conversation, or to be sold to, they will ask a question, make a comment, or otherwise change their engagement from passive to active.
Social media is the same, a few people are engaging overtly, liking, retweeting, commenting, sharing, and so on, but those “listening” can also be passively engaging, absorbing the flow of the conversation, and they matter.
By contrast to social media platforms, email or digital marketing takes a message, information, or a sales pitch and sends it to you, expecting an outcome, one of which can be that you ignore it and perhaps unsubscribe.
The response rates to email marketing are way better than stuffing letterboxes as we did in the old days, which delivered 1% if you were really lucky, had a great offer and a good copywriter, simply because it was almost random. The best you could do to profile the potential customers was broad brush demographics of the location of the letterboxes to be stuffed.
Email or digital marketing however can be hugely more effective, as you market to a list, people who have expressed some interest in hearing what you have to say, and which you can slice and die in all sorts of ways to have a highly targeted and personalised communication that offers the option to becoming a conversation, at the initiation of the receiver.
The other point to remember is that everyone influences someone.
Feb 9, 2015 | Governance, Leadership, Management, Marketing
Gaining some sort of commitment is the first stage of any commercial process, and repeats continuously up till, and after a transaction takes place. Sufficient commitment to click an opt in button, allocate the time to a webinar, look at your product demonstration, conduct a trial, or commit to a purchase, all require that in a variety of ways, the seller has in some way engaged with you, and built your commitment to them.
It does not matter if you are BHP, a local tradesman or the suburban lawyer, addressing these four pillars will bring you business.
- Demonstrate you care. People will be attracted to those who care about what they care about, and who care about them. Showing interest by asking questions and genuinely listening to the answers and responding appropriately demonstrates you care. Next time you phone someone and you get a recorded message telling you that your call is important to them, and then wait 10 minutes to be connected to a call centre in Bangalore, you know they do not really care.
- Demonstrate you can be trusted. Nobody wants to have anything to do with those they do not trust. It follows that demonstrating you can be trusted, that you do what you say you will do becomes a fundamental foundation of a relationship, even a passing one. pretty important. Trust is the foundation of any relationship, and in a commercial one, a money back guarantee usually goes a long way.
- Demonstrate your influence. Being able to get things done, to cut through the complication and hubris that exists in most situations builds confidence in your capacity to deliver on your undertakings. This is sometimes a bit challenging, particularly in the early stages of a relationship, but there are usually ways. Some time ago, I had some work done on my house, and the architect as part of his service took on the task of dealing with the notoriously pedantic and difficult local council. No big deal, no fuss, just part of the service. Clearly he knew who to talk to get things done, and as it turned out, he did.
- Demonstrate your authority. In the past your title used to be a demonstration of authority, but no longer. Just being a lawyer of accountant, or the CEO used to be enough, but we now know that these titles just assure us that there is still a pulse. In these transparent times, authority is usually earned rather than bestowed. Finding ways to demonstrate the authority of your knowledge, leadership and position is a marker to those who may be in a position to seek out your services or products. Social proof is rapidly becoming the marker of authority, the number of comments and shares of a post, speaking at industry gatherings, published material, all point to some level of authority. Of course organisational authority is still important, but significantly less so than yesterday, and tomorrow, it will become just a label.
Your marketing challenge is tangled up in these four parameters of relationship building, and working on them all, tiny piece by tiny piece will improve your outcomes measurably in a relatively short time.
Call me when you need help, or trawl through the years of accumulated knowledge demonstrated in these 1400 odd posts.
Feb 6, 2015 | Governance, Management, Marketing, Small business
9/10 small businesses fail in the first 3 years, leaving behind a pile of financial and emotional debt that generally weighs heavily on the “owner”.
Often, the failure comes as a surprise to the owner, full of optimism and the sense of freedom and commitment that usually goes with a start-up, irrespective of the nature of the start-up, globally targeted tech innovation, or a sandwich shop in the local mall. However, the signs are usually pretty obvious to an observer who knows the symptoms.
- Mistaking sales for profitability
- Having the wrong customers
- Not managing their cash
- Not knowing the difference between cash flow and net profit on the P&L
- Losing sight of the reason they are in business
- Poor allocation of limited resources, particularly time
- Outsourcing tasks to the cheapest available resource, rather than the most appropriate
- Not understanding the detail of their cost drivers
- Thinking that the competition thinks and acts like them
- Mistaking speed for efficiency and productivity
- Not treating existing customers like gold
- Not recognising when the horse is dead
- Poor hiring decisions under pressure to fill a seat
- Not leveraging the digital productivity tools now available
- Not understanding their primary customers sufficiently well
- Failing to leverage obvious collaborative opportunities to engage and serve customers
- Chasing the next customer rather than obsessing about the current.
- Taking the money of anything that walks through the door
- Not being able to say “No”
- Missing some of the regulatory stuff, particularly in relation to staff
- Not understanding and leveraging the digital tools available
- Failure to plan
- Failure to recognise when an existing plan is leading to a dead end
- Unclear business model
- Inconsistent application of the business model
- Price increase “phobia”
The list can go on and on, I am sure you can add some, but people still keep trying. Being prepared to work 18 hours a day,(or often just being sucked in) be the worst paid in the place, risking the house after writing a 100 page business plan for the bank against a template you got from the web that you know they will never read, and being patronised by employees of some institution whose riskiest act today will be to have chicken instead of ham on their sandwich.
Who would not want to work for themselves?
In 20 years of being such a dumb-arse, I have seen all the above, and more, while usually making less than I did as a corporate operator, but reveling in the personal and intellectual freedom. If that experience could help you to avoid that “oh shit why didn’t I see that “step, give me a call.
Feb 2, 2015 | Communication, Customers, Marketing, Small business, Social Media
courtesy toprankingblog.com
The purpose of a website is either commercial, or it is a hobby.
Assuming in most cases it is the former, the usual commercial rules apply, just because you have a website does not mean everyone apart perhaps from your mother will be excited.
So, to have a successful web presence the same 5 basic rules of marketing that have always applied, still apply:
- Understand the drivers of behaviour of those in your market
- Have a clear objective.
- Have a plan that lays out the “roadmap” to achieve the objective.
- Execute against the plan, but enabling learning from experience to occur whilst you do.
- Have a few key metrics to track performance towards the objective.
You can make this as complicated as you like, but it will generally not help, just confuse. Nowadays however, navigating through the digital tools and options available has become a job for a specialist, and that does not mean the pimply teenager down the road who is a Facebook maven.
A website is just another tool of commerce, the starting place that enables small businesses to communicate and compete in ways unimaginable 20 years ago. The digital revolution has also spawned a host of further tools to enable relationships and transactions, but the basics of finding a customer, engaging with them and moving towards a transaction have not changed one bit.
For small businesses too compete, they need to do a few things well:
- Have a really detailed customer profile. Demographic, geographic and behavioural knowledge and insights are what enables them to target messages specifically, as if to one person.
- Create and/or curate information of interest to this specific audience. Information that alerts, informs, and demonstrates your knowledge, has the opportunity to at some point in the targets future, to give them a reason to engage. There are myriads of tools to do this, from those that scrape social media platforms for key words, to following thought leaders and repackaging their ideas, to creating interest focussed newsletters automatically. However, don’t believe that any of this is easy, as you will be sorely disappointed.
- Open the chance of engagement. By simply making the target aware of the content, and giving them a reason to stay on your site or platform, you open the opportunity for engagement. This is where the tools really come in, to sort, organise, and direct the appropriate content automatically once set up. The reach of social media into most segments is now extremely deep, but increasingly the platforms are seeking to be paid for the provision of that reach to you. Advertising, but once you have someone’s attention, by whatever means, you need to make sure you do something useful with it, as you may not get a second chance.
- Engage the targets with the content, by demonstrating that you are the one who can and will deliver value at the time of a transaction.
- Enable the transaction. Often this doe not mean buying over the web, it is much broader, and encompasses all the elements of the sales as well as the logistics channels and after sales service.
- Retain the faith of the customer for future sales, and turn them into a source of referrals for you to their networks.
Again I say, none of this is easy, but the point is that none of it was available to small business just 20 years ago. There has been an immense democratisation of opportunity, make sure you use it, and when you need assistance, call me.
Jan 20, 2015 | Branding, Marketing, Small business, Social Media
Interactive content adds greater value
The mantra “Content is King” is now about three years old, geriatric in web years.
Now almost everybody is doing it, certainly almost everyone small businesses need to compete successfully against to survive.
Content is rapidly becoming a commodity, something to be “sourced” as you would a new printer cartridge, or replacement part for a bit of machinery, the only real challenges left are to know where to look, how to sort through the options, and how much to pay.
Given this is the case, how should forward thinking marketers, particularly those on small budgets set about differentiating themselves amongst the welter of competing attention grabbing options available?
The answer is pretty easy to say, but not so easy to execute.
Find ways to actively engage the individuals in your market with your content . Just getting them to read a post, or even download a white paper is no longer good enough, you have to find the means to put their brains into gear, rather than just letting them operate on autopilot.
Turn a white paper into an interactive performance measurement tool,
Build a quizzes and games into your infographics,
Create questionnaires to complement your best practise databases,
Throw out the product brochure, and let customers design their own product and add the extras.
There are a few services evolving to assist the process, several tailored for specific social media platforms, but the hardest bit is to find the creativity, imagination, and market insight that will allow you to understand the interactions with your product and its competitors sufficiently well to know what sort of activity will engage them.
Get it right, and you will also get to gather an extraordinary array of customer behavioural data that can be leveraged, delivering value to your business and your customers.
