Is Marketing Getting Lost In The Shuffle? Here’s How To Find It Again

A professor once said that marketing is fixing the problem with connecting the customer to the business. There is always a need, a want, a desire, and/or a problem. If you can figure out reasons for the customer to need your business, then you can easily market it to them. This seems like common sense, but getting back to the basics of marketing might be getting lost in the shuffle. Think about how many advertisements you see in a day. Whether you are watching TV, listening to the radio or a podcast, looking at something on the internet and so on…advertising is everywhere. So how can your marketing be found in the flood of advertising? 

What’s In It For The Customer?

The market is saturated with similar products and services. It can be very competitive depending on what your business is. The best thing to always remember when marketing is how does it help the customer? Constantly talking about the product or service can just get boring. But saying how it helps the customer right off the bat can encourage the potential customer to keep reading to learn more about it. Here is a great example from ContentFirst Marketing.

Is Marketing Getting Lost In The Shuffle? Here’s How To Find It Again

A great test to see if advertisements made their mark is with Super Bowl ads. Customers will remember the commercials, but will they actually remember what product was being pushed? Some brands have iconic imagery (Budweiser horses and frogs, Geico gecko, etc.) and others may have really great visuals, but the actual product just gets lost. Was the money worth the effort? 

Think about those old school infomercials. The ovens that cook turkeys in less time than others, the knives that can cut anything, or the ladder that extends higher than competitors but stores in smaller spaces. These always stood out because they were fixing a common problem customers could have. Potential customers saw value in the products. Stick to this way of thinking, and it will be a great way to build upon a campaign.

Stand Out Where Your Customers Are

Talk to any marketing professional and you will hear a different opinion of where your business should advertise or what platforms you should be present on. This also can depend on where you live and in what part of the world as some areas utilize mediums other areas just don’t. Think city fold versus country folk and how to market to people in each. It is different! It seems like everyday a new social platform is born. It is nearly impossible to be present on all of them with a marketing strategy. And of course there are thousands of ways to reach potential customers, but figuring out where your target audience obtains their information would be a great place to start.

According to Seth Matlins, Forbes Staff, 3 out of every 4 brands could disappear in an instant with no one noticing or caring. That is a lot! That means those brands are not meeting a need, want, desire or solving a problem for their customers or there are too many competitors in the market. Within the same article, Seth mentions that almost 8 of every 10 searches on Amazon are by category, not brand. Customers aren’t searching for Suzy’s Honey but instead are searching for honey. When that search happens, thousands upon thousands of results of honey show up and Suzy’s Honey gets pushed to page 6, which hardly anyone ever gets to.

Instead of running around trying to be everywhere all at once, focus on maybe a couple of different places and do your best on those to market your product instead of just doing minimal efforts on many.

Start With The Basics

Many business owners and marketers are confusing tactics with strategies and strategies with objectives. In marketing, while copying something a competitor has done is flattering, it likely may not wind up working for you. Just because we think that we can jump straight in and copy the tactics others are using we likely won’t get the same results. Why? Even if something worked for them does not mean it will work for you.

Start with the basics again, even if you’ve already had successful campaigns. Go back to the problems your potential customers have and understand why they are having those problems and how your business can help them. Decide which group you are going to really focus on. Doing this can help narrow down your marketing strategy and help determine which niche your products fits in for this particular campaign. And finally, take a look at how this group buys something. What is their buying pattern? From step 1 of having a problem to step 2 of where they go to research how to solve their problem and step 3 of actually buying can help when deciding what kind of marketing you should do. Do your potential customers like to read, listen or watch a video? Do they like reviews? Do they like to go to a store to make a purchase or buy it online (if it is a product)? Do they like to call and speak to someone on the phone about a service or would they rather set up a meeting and speak face to face? So many questions but these can help get back to the basics.

The Bottom Line

Fundamental marketing may seem super boring and it may seem like you are leaving a lot of potential customers on the table if you aren’t marketing everywhere. However, the power of finding the right target market and the ways they buy, can work. Even the greatest and most expensive tactics fail. It isn’t about the amount of money or the size of the target market. It is, and always will be, about finding the right product or service for your clients.

Why Outsourcing Creative and Design Services is a Great Idea

Creative and design services literally are the look of your business. From your website to your social media, to your flier, mailers, and even business cards, creative and design services help to bring these business and marketing pieces to life. 

Your graphics should be a reflection of your brand, and they should be as sharp as possible. Your business’s professional image is likely the first thing a customer sees when going to your website or noticing an ad in a magazine. Wherever your business is, your image should be recognizable. As such, creative and design services are available to help establish your look, your feel, the story you want to tell about your business and the feeling you want to give your customers when viewing your brand, all while pushing whatever the end goal is.

Good creative and design services tend to go hand in hand with good business. But not everyone is a designer or artist, nor do they have the time to meticulously work on each design they want to put out. That’s where hiring a graphic designer and creative team comes in. But is it worth it or even a good idea?

 

A Business Needs Professional Design Services

So often we hear that anyone can create a Canva or PicMonkey account and piece together a nice looking flier. And we totally love those sites. They are great for quick designs for beginners. But there is just something to be said for a tried and true graphic designer’s work through professional design programs. Professional graphic designers are artists that bring a unique personal touch to any idea that is different from the already existing templates on design sites. 

Graphic designers make sure your designs are integrated into every aspect of your business branding. Designers have a keen eye for color and imagery as they are truly artists in the business world. As professionals, graphic designers know ways to make a business aesthetically pleasing to the eye, yet memorable to the mind. And it must be memorable as customers typically only give businesses mere seconds to make a mark in their memories.

Additionally, consistency is key as it helps to build trust amongst your current and future customers. There’s something to be said for businesses that are recognized just by certain shapes or color schemes. Sometimes it is as simple as a yellow M or a black check mark. We all likely know the businesses that are associated with those graphic designs.

Graphic Designers Actually Save You Time and Money

Business owners likely don’t have the skills a graphic designer would (and if you do, you are one in a million!) That is not to say ideas can’t become a reality, but it can become a reality much faster, and cheaper, with a professional graphic designer.

Graphic designers save businesses time and money in the long run. While the DIY attitude can be great, it isn’t always true in the design world. Spending hours learning design software, designing a marketing piece, then trying to figure out how to print it on the best quality paper could result in frustration and something that doesn’t look professional at all. Design experts are masters of the trade. They can design a concept in a fraction of the time with a much better result. They also should already work with printers who can bring digital designs to life. Not a piece that needs printed? Digital design is also something that can be hard to understand. Allow for a professional to design something right the first time around so it will perfectly fit onto your website, app or social media.

Along with time, a professional graphic designer can save you money as well. While time is money in the business world, you might not even realize how much money you can save with a graphic designer. If you don’t get your idea designed right the first time around, it can be a costly mistake and potentially have a negative impact on your business. We are sure that everyone can think of a brand that once had a costly design mistake. Nowadays those mistakes may go viral or completely unnoticed. Hopefully it is the latter if it is really bad. Plus, behind our graphic design team is an editing team that will give each design a look over to make sure it is perfect. There’s nothing worse than printing a billboard only to have a word misspelled. 

Frustration equals time and money that could’ve been better spent on a part of your business that you are skilled at and enjoy. Do what you do best and delegate the rest.

Finding the Right Creative and Design Team

Like we said before, just because someone knows how to “design” something on a design website, doesn’t mean they are a graphic designer. We all can make dinner, but that doesn’t make us all chefs! 

Work with a team like ours who doesn’t just scratch the service of your business. Find a team that meets with you to learn more about you, why you started your business, and what your business is all about (and we don’t just mean your mission statement.) Look for people who want to dive deep into the workings of your business and you, and become a part of your team. So many creative ideas, like potential slogans, for example, could be missed if people outside of your business don’t take the time to learn about you and your business world.

The reason you should find a team that goes so in depth into strategy for design is because their work is your work. It should have meaning and represent your business in the right way. Don’t just work with someone who is going to throw something together, and say done. Work with a team that wants to know what we are trying to accomplish with each project. Are you looking to get more members, promoting a sale, or just trying to get your message out there?

We all can’t be the best at everything. That is why it is important to be the best at what you want to be the best at and outsource other duties to other professionals. Graphic and creative design services is a great service to allow someone outside of your business world to take on. There are truly great people who take the time to learn your business, your industry, research the competition and see what others in your field are doing in terms of creative and design. We promise that together, you should be able to create the perfect marketing materials for you and your business needs.