Every web marketing system we have ever seen promotes itself as “the only system you’ll ever need to build your business”. Such claims are simply flawed. We apologies in advance for bursting anyone’s bubble but there is no silver bullet, single system, that will instantly propell you to perminant growth and success.
The reason for building a robust web presence is quite simple. People believe big. Think about your own considerations. We your buy your next laptop, phone, or tablet, from a site you’ve never heard of? What if they were selling a brand of technology you had also never heard about? Frankly, most people would choose to buy at a premium rather than taking a risk with brands and sellers of products and services they’d previously never heard of before.
If for no other reason than to build credibility, your business needs a web site, some form of social media, and marketing strategy. A simple web site says, “We exist”. Social media is a terrific place to build credibility for your technical expertese. Video can be an incredible way to build consumer confidence in your sincerety and approachability.
The items above are marketing pieces. They are an intregrule part of the development of “trust” in an engagement that is devoid of real relationship. As we find ourselves slidding ever deeper into the “post-trust” or at least “post-easy-trust” era of digital marketing, these pillars will become ever more important.
So, what type of considerations can be helpful in the process of developing all of these decissions?
B2B or B2C?
Who is your customer or client can start with a question as simple as, “Are you selling to consumers or businesses?” In fact, we have found this to be a terrific and simple place to start the analysis.
If you are selling to non-business entities, social platforms like Facebook, twitter, and Pintrest, could be the best social media choice for you. On the other hand, if you are selling business services or business software, you may find that a platform like LinkedIn fits your needs better.
What are your customers solving for?
Your customer are contacting you because they need something. They are investing their time to solve a problem they are facing. Sometimes the issue you think that your product solves for your customers, is actually not what are solving for, so ask lots of questions and listen for the details between the narative. These insights can become incredible powerful advantages in your marketing efforts.
What are your target customers either not believing or not receiving from your competiton? Another solving issue that you can leverage to your significant advantage, if you have a strong, believeable, executeable solution.
Ask every solving question you can think of, even if the answer seem obvious to you. It is these solving questions as well as your profitable price point, are what determine that you have a “product market fit” (PMF).
Without PMF, you don’t have a viable business. So, never commit to the offering until you have determined that you do, in fact, have PMF. If you don’t you will need to do one of three things. Change your offering or price, change your customer target (high risk), change your mind not launch the offering.
What if you’re already in business?
Often we are called by owners who are already in business. They either skipped the steps above or launched and then executed steps to determine PMF. So, what do we do then?
Before you read any further know this, “If you are already emotionally invested in your business concept to the point where it has to succeed exactly the way you’ve built it, you are not going to do this next step. So, just skip this paragraph and move to the next. It doesn’t mean you can’t make money. It just means that you’re going to spend more time and probably money to grow your business and that you will experience slower growth.
Alright. So, if your still here, this is what you do. Step back, bring in a neutral third party with marketing strategy expertise (like our company NINTJA featured to the left), and let them determine the right PMF with you.
You may still choose to build your own marketing strategy, web presence, and content, but chances are that even if you are open to changing your offering you will be too closely connected to see all the possibilities on you own.
Once you’ve taken this first step, or if you determine that you do in fact have PMF, visit our content and tools tabs at the top of this page to continue DIY or ask your NINTJA advisor how to get it done for you.