Corporate owners for the first time may tend to underestimate how the marketing strategy is crucial to their success. As John Jantsch points out, “The fact is most people, if they consider a marketing strategy, stop a main message, identity elements and perhaps a sales proposal and call it a strategy.” This tends to be generic, vague and finally unnecessary to drive your business. Greg Head of small trends biz knows extensive experiences that “all successful businesses have a clear marketing strategy that does everything they do more effective.”
Business owners who take longer to search for an appropriate marketing strategy can, however, see quickly that they are drowned in the information tsunami available today. So many gurus and marketing resources, with so many terms and techniques and complex and changed techniques, can also complicate a life already overloaded by an entrepreneur.
The more technical aspects of modern marketing can be learned or delegated over time. Corporate owners are starting simply (as well as those who are longer there but are longer than difficulties) should start with (or revisit) the basics. These can be summarized in two simple points.
To know itself
As the Oracle in Delphi said: It is important that business owners know what their activities are. This means determining the specific identity of the company and what it will provide, as well as your competitors and what makes your business different from others.
In this regard, the other two sentences engraved in Apollo’s temple can also apply to your business strategy. “Nothing excesses” means you should determine what your business can and can not do with regard to your resources and capabilities. “Make a commitment and mischief is close” is the third sentence and is simply a fantasy way to say “do not promise what you can not deliver.”
Know your client
Know your customers well is essential when you do business today. This has two sides.
On the one hand, your target client must be clearly and specifically defined in your marketing strategy. This is strongly co-dependent on the identity and offers of your company, as indicated previously. On the other hand, you need to know how to interact effectively with potential and existing customers to know better, how they think and how your business can be the most used for them.
