Give the People What They Want! Seriously..

Once your company has experienced it's initial growth, you find yourself facing a plethora of options that might lead you to your goal of sustainability. You're no longer a start up, but it's important that you aren't putting all of your eggs in one basket - or in some cases, frying them..

When developing or expanding a company, top dogs tend to make assumptions when it comes to market opportunities or successes. I've seen it for years now.. Do yourself a favor and ask yourself how you got where you are today.

Do you think you've created an accurate target audience? Have you completed market research or have you simply mirrored your competitor's focus? Are you spending money everywhere then sifting through data to pinpoint effectiveness, efficiency, and beneficial ROI? Seems like a lot of work.. So why continue to invest in it all if you're not even sure it's beneficial to you or your brand?

Tailoring your marketing strategy seems like a no-brainer.

There is a certain approach that you mustn't overlook in this aspect of your business - beginning with reason. What are the purposes of your campaigns? Are you searching for acceptance or funneling for conversions? Does your site revolve around traffic or would you rather invest in users with an intent to spend with you? You must ask yourself these questions once you begin to invest in a marketer or adspend. 

If you have no idea how to answer the previous questions, then you're wasting precious time, guys. Continuing to assume what your market wants can become a lingering hindrance that eventually becomes quite costly. Why continue to place your business in the hands of "guesstimation"? Especially if you aren't even sure what's working for you..

So, what can you do?

Most often, improved effectiveness simply begins with professional presentation. For example, consider the way you relay your message or present your brand. Even though your mission statement or tagline makes sense to you, does it resonate with consumers? Is your slogan relevant or does it require some deciphering? Do you showcase your experienced management team or are you only listing their accomplishments? Most importantly, are you promoting content that people can relate to? Sometimes, the facelift you need can be this simple. 

The reality of the situation.

Companies spend hundreds of thousands of dollars every month on new acquisition and other specific targeting strategies. As each new approach expires, they tend to blame the marketing or advertising company for the results - or lack there of. In some cases, this can be an accurate assumption, but it's important you analyze the relationship you have with your "digital arms."

At the end of the day, both parties could be evenly responsible for failure to reach goals and expectations. But, if you aren't establishing your brand's message on the front end, then you need to take the blame. This is where an established strategist can come into play - before you continue down the same path of mediocrity.

So what should you do?

If you're tired of this revolving door, it's OK - I am too too. It's largely in part because you've been misled. The good news is, not everyone is here to mislead you - your success can be theirs if your let them. It's up to you to comprehend what's really transpired so you can see the light at the end of the tunnel. Take the responsibility, be realistic, and begin to take control of your future. 

Moving on with a structured strategy will provide you with a unique value that surrounds your short and long term goals. I understand you're hungry for immediate results, but try taking a step back in order to build the foundation you've continuously overlooked.

Believe in your brand and begin to improve some of the small details so you ensure you make sense to your audience. Develop a vision that engages and resonates with your following. Solidify your messaging and begin to sustain your business with professional presentation and media as this creates believability and trust throughout..

#PreFocus this time around.