Maybe you have an excellent 30-second elevator speech that explains all that you do in your businesses or nonprofit organization. Or, maybe you are focused on one niche thing or market that everyone knows you do. But, if not, are you sure that the people in your circles and target markets know about everything you do?
Unless you do some market research – whether formally or anecdotally, how will you know? I didn’t. Yes me, the marketing specialist. I keep discovering people in my circles who have no idea of the breadth of my expertise or skills. Big sigh.
Do you have the same complaint?
I have often heard this same complaint from many others, especially from businesses or organizations that do several things. Now, one could make the argument that we should be paring down our products and services to a smaller size. Specializing in one or two things makes marketing them easier and helps us gain better market share in our categories. But, what if that’s unrealistic and we actually do several things really well?
This is where we must balance good marketing from “in-your-face” promotion. When we are in business networking situations, and someone asks what we do, it’s a great opportunity to say it all in a memorable, brief way. Yes, we run the risk of losing them after 3 seconds, but creativity can overcome that.
When we use content marketing to build our brand awareness, engage customers and prospects, and develop solid leads, we need to share valuable content without self-promotion. The way around that is to write content on all our areas of expertise, one at a time.
Do you have any other suggestions? What has worked for your business or nonprofit?
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