Marketing as a Rubik’s Cube

Remember the awe and wonder (and frustration!) of the Rubik’s Cube? It seems to be making a comeback! Playing with one of those sometimes feels like unraveling a mystery. You might think that if you just keep twisting and turning, eventually, you’ll stumble upon the winning “twist”—each color neatly organized on its respective side. What are the odds of that actually happening? It’s highly unlikely that the pieces will just “fall” into place.?

Doesn’t this sound a bit like marketing? It’s tempting to view marketing as a game of chance—tweak a strategy here, adjust a tactic there, and hope for a streak of green. But is this approach sustainable or repeatable? Let’s explore how a strategic approach can demystify marketing, much like solving the cube.

Knowing Your Customer

First things first: who are you selling to? It’s surprising how many businesses chug along without clear answers to this question. Clearly identify who your ideal customers are and ensure your products or services are tailored to meet their needs. This clarity not only enhances your marketing but ensures you’re delivering value, making your offers irresistible.

The 80/20 Rule: Uncovering the Magic 20%?

Here’s a little secret you may already have heard me preach that can change the way you approach your business: the Pareto Principle. This principle suggests that 80% of your results come from just 20% of your efforts. Identify which marketing activities fall into this productive 20% and allocate your resources accordingly.?

How do you find these golden activities? I have two suggestions to get you started.

• Check the Data: Review your client list. How did these clients find you? Identify patterns and focus there.
• Research: Missing data because you’re either new in business or offering new products/services? Use market research interviews to learn where your ideal clients spend their time, online and offline. Also, see what competitors are doing successfully and adapt those strategies.

Whether it’s a specific social media platform, networking events, email marketing, or good old fashioned community connections, knowing where to focus can lead to more efficient and effective marketing.

Building the ‘Know, Like, Trust’ Factor

Think of your marketing in three phases where you connect with then deepen the relationships with your ideal clients:?

1. Awareness: You need people to know you exist! What’s the most impactful way to build awareness of you and your business? A few examples may be social media, paid ads, networking, podcast guesting, teaching.
2. Interest: Next, engage your audience with valuable content, perhaps provided through video, newsletters, or workshops, which helps them like you more.
3. Conversion: Finally, foster trust in ways like social proof – reviews and testimonials, personalized messages or other methods of providing information valuable to your people.

Identifying Gaps in Your Strategy

Even the best strategies have blind spots. Regularly review your marketing process for gaps where potential customers might be falling through. Is there a stage where engagement drops? Are there untapped opportunities to build trust? Addressing these gaps can significantly bolster your marketing effectiveness.

Keeping It Simple and Adaptable

Flexibility in business is key in our constantly evolving world. Stick to marketing strategies that are not only effective but also adaptable to changes in the market and consumer behavior. Avoid spreading yourself too thin across every new platform or trend. Instead, focus on proven strategies that deliver results and be ready to pivot when necessary.

It’s Your Turn!

These 5 strategies will help streamline your marketing efforts, and set you up to solve your Rubik’s Cube every time! Remember: effective marketing is not about doing everything—it’s about doing the right things well.?

Take a moment to reflect on these strategies and how you can apply one of them to your marketing efforts. Whether it’s refining your understanding of your customer, focusing on the vital 20%, or ensuring your marketing activities build trust effectively, each step you take is a step towards a more successful business.

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