In the eye of the beholder
When we open a conversation with a new client or about a new campaign, our first question is always, “Why? What do you want to achieve?”. And the answers usually focus on the things that people want to say or do.
We want to be more visible. Where can we speak on a panel?
We have to meet the sales target. How can we generate more leads?
We need a new person in our team. Where shall we place a job advert?
We plan to open a new office. Let’s write an announcement and have a party.
We look dated. It’s time for a new website.
So we ask “Why?” again. “What does success look like?”. Here the answers are more consistent. New business. Investment. Sites to develop.
But there’s another why coming… “Why you? What is your target client or investor looking for?”. I’ll let you into a secret. They are rarely looking for the cheapest option*
Putting yourself in the mind of your audience is essential to getting a campaign right.
So you want to speak on a panel (we get asked this one A LOT). You have to earn that place by being more interesting and better informed than the next person, with a story to tell that the audience hasn’t heard before. It takes consistent effort over a long time to become that person.
You need to generate some sales leads. This one never goes away. Your company brand will lift you above the competition; the thing that generates leads is timing. What is driving that purchase need right now?
You need to recruit. Yes, a job advert on Place North West is always a good shout. But in an industry where there are more jobs than people, why would someone choose your company over another? What are they really looking for?
A new office is always exciting… to you and your colleagues. Your trusted clients and collaborators will be interested and want to celebrate with you (and update their database). But new leads? They don’t know you yet. Be clear about why you are expanding: make it personal and bring them into your story. Why would they want to get to know you?
You need a new website. Probably. Technology moves very fast. But so do user expectations. With users spending around 2-3 minutes on a website, there’s a reason that user experience is one of the fastest growing areas of web design. What is it that a visitor to your website is looking for and how can you help them find it quickly?
Test your assumptions. Keep asking why someone would choose you. And if you struggle to get in the mind of your audience and aren’t sure what’s driving their purchase decision, we recommend asking them. A good bit of market research is never wasted.
A successful marketing campaign is one that delivers for you and your client.
*If a potential client is looking for the cheapest option, let them find it elsewhere.
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