Stepping Through The Right Door: Making Our Marketing About The Right Thing

stepping through the right door making our marketing about the right thing

One of the most underestimated aspects of being in charge of a business is nothing to do with the day-to-day runnings at all. We can easily get bogged down in the minutiae of running a business and making sure we’re doing everything we can to give it the exposure it needs, whether this is a new logo or a new technique, we strive to find that “magic bullet.” But the reality is that we are all overthinking marketing. Why? Because of our ego. Ego can be the biggest barometer of clicks and traffic. But when it comes to marketing campaigns, it’s not about us. Who is it about? Clearly, the audience.

Where We Go Wrong

When we assemble a marketing campaign, we need to address who the target market is. Where we get confused is when all the other aspects fight for pole position, because we think we need to upgrade our SEO or improve our UI. But the reality is that when we think we’ve got to get more out of our content, and use an SEO agency to define certain aspects, or get to grips with the smaller components, the fact is that when we overreach, we muddy the message. This is why it’s so important to keep the audience as the priority.

What Marketing Is All About

Going back to the idea of the ego, when we believe we are the most important aspect of our business, this will be to the detriment of everything we do. We have to work to extract our ego from proceedings. We need to focus our efforts on better components. When we start to delve deeper into what the target market is and research their motivations, which we then apply to the marketing campaign, it’s going to stand the test of time. We spend so much focus on the here and now trying to help people in the short term, but it’s not necessarily about an elevator pitch or a subtle placement. It’s going to be something that will strike within the heart of your audience, and make them buy the product.

How Do We Market Properly?

Once we turn to our target audience, this is when we can apply appropriate marketing tactics. As well as using SEO, marketing via social media, or explainer videos, we can use the critical information we discovered through audience insights to shape the campaign that would boost the value of the business. We should take time to invest in the process to unveil a campaign that doesn’t just hit the right notes but creates a symphony. This is why the right audience is so crucial.

When we start to prioritize our ego over the audience, we are never crafting our services for the right people. Now is the opportunity to take a step back, address how you are marketing your business, and rectifying the big mistakes so you can step in the right direction. The audience is the most important thing, and we should never underestimate it.

With over 9 years of search marketing experience, Sandra is cross skilled between PPC and SEO. Her experience in search spans across different verticals including Technology, Retail, Travel & Automotive.