Have you got a marketing problem?

Have you got a marketing problem?

Have you ever found yourself in a situation (you might even think you’re in the middle of one right now) where you’re pretty sure you’ve got a marketing problem.

We’ve had clients speak to us in the past where they’re convinced that’s the case.

They’ve tried lots of things like social ads, maybe refreshed their website, hired a bit of design help to tidy up their presentations and update their sales brochure. But even after they’d tried new tactics nothing was landing. Engagement was still low, that hadn’t changed. Any leads they got weren’t converting. And it was affecting confidence within the business.

Does that sound familiar?

A marketing problem?

It’s quite easy to assume the issue is “marketing” when things aren’t clicking.

But it might not be.

On several occasions with different clients, after having a conversation about marketing activity, it became clear to see the problem wasn’t the tactics.

In each case it was the ‘foundation’.

With one client their messaging was muddled. And as a result, the value they offered wasn’t coming through clearly.

For another, their business had grown. Not just grown but evolved, and the brand hadn’t kept up. It had lost relevance with its audience and was still speaking to yesterday’s customers in yesterday’s language.

Delivering clarity

On each occasion, what we did next wasn’t flashy. It wasn’t about a drastic change with a new colour palette, or an ‘on trend’ font together with a too clever by half new tagline, just for the sake of it. It was about delivering clarity.

We stripped things back to the fundamentals by asking:
– Who are your ‘best’ customers?
– What do they care about most?
– What problem do you solve for them?
– Why should they trust you?

And once we had those answers, everything else became a lot easier. We were able to reframe the client’s messaging, rework their value proposition, realign their tone of voice, enabling them to sound more confident and human. And more relevant.

We also restructured the content on a client’s website to help more seamlessly guide people quickly to the “aha!” moment.

Everything clicks

And guess what?

When these clients had a proper foundation with a genuine focus on what they deliver, who they deliver it to, and how they help, things began to click. More leads started converting. The sales calls they were having got shorter. They stopped chasing the wrong people and started attracting the right ones.

None of these clients had a marketing problem, they had a ‘clarity’ problem.

That’s what developing a proper brand strategy fixes.

And would you believe it, brand strategy just so happens to be what we do! Who’d have thought, eh?