Successful marketing strategy starts
with knowing what you want to achieve
Strategic marketing to help build the business you want
“You cannot be everything to everyone. If you decide to go north, you cannot go south at the same time.”
– Jeroen De Flander
Good business strategy is about drawing a line in the sand. It’s about determining what your business represents. Why it exists. Who does it help? How does it provide this help? What makes you stand out from your competitors? Far too few businesses take the time to get clear about the purpose of their business. Even less deliver on it consistently. But for those that do, loyal customers and strong growth inevitably follow.
Best of all, a strong business marketing strategy actually makes running your business easier. Here’s why. Imagine if every time you had a difficult decision to make, you had a simple question to ask yourself that helped you decide what to do. For businesses with a clear strategic direction, this is exactly what happens. Take the example of Herb Kelleher, founder of Southwest Airlines – the super successful low cost airline operating in the US. Kelleher is famous for his dogged determination to focus on one specific aspect of his business – being THE lowest cost airline. So when anyone asked Herb a question, he’d fire back with a simple question: “will it help us to be THE lowest cost airline?”
It’s a remarkably simple idea. But incredibly effective. Think how easy it is for staff to be able know if their ideas are worth presenting. Should we add a couple of olives to the salad? Will it help us to be THE lowest cost airline? No. That’s the end of the olives in salad idea.
A business or marketing strategy isn’t just limited to things like having a lower price than competitors. Businesses set themselves apart with a wide range of marketing strategies, whether it’s on price, quality, safety, luxury, service, exclusivity, expertise, privacy or any number of points of difference.
As the quote above indicates, while two areas might work well together – quality and luxury for example – you can’t be everything to everyone. So a safety focus won’t necessarily be much help in achieving lower prices.
The challenge for SME business owners, is to determine the best strategy for your business, then, with Herb Kelleher like persistence, stick with it.
Not sure where to start with the strategy for your business? Why not arrange a meeting with SME Marketing and we’ll take you through how our strategic marketing process works.