Marketing Strategies Should Be Adaptable
Is Your Marketing Mature? Gawd, I hope not.
Let me clarify. I was recently having a conversation with the marketing leader of a large business and said leader proudly proclaimed that they’re marketing is “mature”.
Needless to say, I ultimately did not see a mutual fit working with this company. But the takeaway lesson is this, marketing should be sophisticated, but not stagnant. I want for you to be open to innovating and breaking out of the standard mold. Stop doing what EVERYONE is doing, it may not be the right way.
You’re Online Marketing Isn’t Perfect, in fact Replace the “t” in Mature With a “n”.
Sorry if that sounds too strong, but let’s break it down, shall we. In the late 1990s, businesses were still focused on combining traditional marketing and this new upstart- internet marketing. And most were doing a terrible job of it.
They didn’t know how to do “internet marketing”, and they didn’t see the value in it. Of course, this is not the case today. But even today, a lot of larger businesses don’t see the value in social media or shockingly YouTube. Again they’re afraid of it, afraid of wasting time and money, and afraid of losing their intellectual property.
So they continue to market they way they’re comfortable with, that is until they see a new upstart business- YOU- biting into their market share. Scrap the “mature” cookie cutter and break that mold right now. Regardless of how large or small your business is, you don’t have the luxury of thinking your marketing is perfect and infallible. It’s not. Companies have perished because they didn’t adapt.
Marketing is an ever-changing beast, and marketing today is not going to be same in 2 years. Snapchat did not exist 7 years ago, and it may not exist in 7 years. That’s marketing. It’s always evolving, and so should your marketing.
If you haven’t changed your mature marketing in 5 years, now is the time to get the whiteboard and the markers. Dust off the project management software. Take a sabbatical so you can think without distraction. Look at what’s working in the industry now, what’s working (or not working) for your business. Think out the ubiquitous box.
Building Your Marketing Foundation With a Solid (flexible) Strategy
You’re not going to stand out from your competitors by being a duplicate of every other mature marketing, get immature. Be afraid of getting it right 100% of the time. Embrace that you will error. Your Facebook ads will not be successful on the first try, you weren’t born knowing how to walk. Your first YouTube videos will make you want to hide, but you will get polished as you do more.
You need to create a marketing foundation that becomes the bedrock that everything gets layered on top of. The aim is to create a marketing strategy and system that has the room to evolve, and the underpinning structure that can be applied to the new marketing tactic that everyone is using.
Your strategy should be the north star that keeps you grounded so that you don’t get distracted by a new social media platform or new tactic that isn’t right for your audience. Your marketing north star should also make it easier for you to determine what to adopt and what to discard.
Don’t get tied to one marketing tactic, build a strategy that you can adapt. For example, email marketing is not getting the same open rates it did 5, 10, or 15 years ago. And you can’t approach it the same way as you did back then.
Your Competitors Already Know What You Do
What’s holding you back? The fear that your competitor is going to know what you do? Umm, do you know what they do and roughly what they charge? So…. they probably already know what you do and how much you charge. Stop hiding what you do and the value you add because you’re afraid someone else could steal it.
How many unique ideas are there? How many unique story lines exist? How many unique movies exist? A new company could start tomorrow that improves what you do and breaks your industry totally away. Get moving on it.
Don’t share proprietary information, but I am 100% confident that there is information you could share. I am sure there is content that you could create that would add value to your audience, leads, and customers.
Time to Get Planning
You can do this, I have no doubt. Marketing is not complicated, just extremely necessary. The easiest first step in building a flexible online marketing strategy is put your audience first. Yes, you should follow trends, but follow the trend as it applies to your ideal customer. Where are they going online? Why are they using each platform? And how can you adapt your marketing to meet them where they are at this moment?