What do you think ranks as the most under-publicized mistake most marketers and sales people make? From my purview, it’s assuming I give a shit about your product, service, or pitch. But this goes deeper than the general public’s aversion to ads or distrust of traditional sales tactics. There exists a fatal flaw in many marketing strategies out there, and it’s hamstringing your results.
Even for those who tend to lean towards the fatalistic side of business strategy (like me), the prodding question most often posed is something along the lines of: “Why would anyone care to pay attention to our product marketing?” You then launch into brainstorming the most relevant marketing channels and the team crafts new ad copy and creative design to dazzle those fleeting eyeballs.
You’re missing something, though. In all that wondering about your messaging, acquisition funnel, and channels, a fundamental issue went overlooked.
Seriously, stop and think about this for a bit. We did just that when revamping our content strategy at Audiokite Research recently and it has paid off already.
Everything about this visual is money. See, for Audiokite, our product performs extremely well with damn near all customers. Positive reviews, referrals, and repeat purchases all happen pretty organically. In focusing on the top of the funnel and lead generation, we got to thinking about how buyers act in new vs. established markets, consciously or not.
It may seem a bit rudimentary, but I’m gonna go ahead and guess you haven’t addressed this situation in a while. You might be selling solutions where problems don’t yet exist. Not many musicians are sitting around their studios wondering aloud how they can easily apply business intelligence thought analyzing consumer sentiment feedback on their music.
No, we have to make them aware that their lack of consumer data is hindering their career development. Before introducing a solution. It’s a bit more challenging in this environment, like you’re starting a race two lengths behind normal positioning. Successful growth practices in a new market include a whole bunch of teaching, thought leadership, and push for initial trial. On the flip side, you get the benefit of helping a consumer discover new value, and their first experience is closely tied to your brand. That is, if you do it right, of course.