In marketing, one size sure doesn't fit all ??
Hello,
Hope you’ve had a good start to ’24. When it comes to marketing, please don't believe the hype; one size sure doesn't fit all.
Let me explain, I had a call recently, which left a slightly sour taste in my mouth. Why? Well, it was because the premise of the call really didn't sit well with me and if I’m being honest, I listened but basically switched off early on.
Being someone who has experienced the traditional construction industry, at its best as well as plenty of times at its worst, I’ve grown to realise that many of the ways the sector operates; just doesn’t work well for me.
As I've got older, I’ve homed in on the importance of finding ways and people who share similar values, approaches, and experiences to me. This realisation has been a crucial part of my how I work and when the work I deliver is most likely to succeed.
Back to the call,? on reflection, the reasons this call didn’t work were:
Fixed mindset - his way was the only way to do something. It's not how I operate, there are so many viewpoints and perspectives.
Poo pooing the competition - one of the things I've loved about working for myself has been the fact that there's a supportive community of freelancers and consultants and actually, I'm off to lunch with one such group later on today. The reasons these communities work is because we support each other and cheer each other on?and there is an underlying level of respect.
No consideration of the firm’s business strategy, value or purposes – I know some of the firms that were being mentioned and what was being suggested didn’t align with how they work, so no wonder they said he wasn’t for them.
When I work with large and small practices, on their marketing strategy and content, although I have a skeleton framework including key questions as the result is driven by them and the responses they give.
And the marketing strategy and tactics that I create are very much based on my clients, their business goals, and their business and personal characteristics. These characteristics include strengths, weaknesses, budgets, time available to do marketing, values, as well as what's happening externally. A lot of factors come into play and therefore one size can’t really fit all.
A piece I wrote about the importance of context and relevance resonates with my thoughts above.
What's your experience of being sold a one-size-fits-all approach???How did it make you feel? I'd love to hear.?
Thanks for reading,
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I’m Ayo, a digitally-led built environment marketing strategist, content creator, speaker and trainer who is on a mission to get more practices to make the most of the digital marketing opportunity. Do DM me if you want to talk about how I can help your firm make a greater digital impact email [email protected] or book a call