Problem: Lack of Focus on your marketing activities
As a leader of a small business or growing company, you might find that a lack of focus is holding you back. Choosing just one or two products to dedicate a marketing campaign to can feel overwhelming. A good number of small businesses opt not to choose at all– instead, they refuse to narrow their focus and marketing a variety of products.
These businesses, however, are misguided. They believe that by advertising many different products, they’re raising awareness and generating attention that will lead to sales or clients. Unfortunately, that’s not how this marketing strategy is going to play out for them.
When you opt to market a variety of products simultaneously, you run the risk of confusing your target audience and potential customers. They could find it distracting to see so many different products from one company, and they will find it overwhelming and difficult to find the right product for them. The marketing campaign will feel disjointed, and the return on investment will not be worth the campaign itself.
Focus and simplicity…once you get there, you can move mountains.
Why is this a problem?
The above problem is common among growing businesses and small companies. To be clear, marketing your product or products is not a bad thing– however, overwhelming a marketing campaign with multiple products and giving your target audience too many options can actually damage your efforts.
Instead of marketing your entire line of products, focus on one at a time. Figure out strong, effective strategies to market your product. Sometimes, marketing can be trial and error. It’s important to find out what works. That way, when you market future products, you’ll have a solid plan on how to reach your target audience.
Remember that despite our best efforts, not all marketing efforts are guaranteed success. This is another reason why it is best to focus on a single product or service. When you focus on a single product, you can dedicate more resources and brainpower to finding the best possible way to market that product. Marketing several products at the same time can divide employee time, energy and attention. You’re less likely to succeed with this strategy.
Marketing a product with a lot of features is self-defeating. This is because it is not easy to create a memorable message using too many features. It is essential to understand that the more you try to capitalize on the depth and breadth of your product, the more help consumers will need to understand its benefits and message.
When you overwhelm your target audience with information, they might turn to your competitor instead, whose marketing campaign addresses their problems directly.
Solutions to this problem
While a lack of focus on a single product in a marketing campaign can create a lot of problems, there are ways you can avoid these issues before you get started. Let’s take a look at some of the solutions:
1. Focus on a single product
You need to focus on a single distribution channel, simplified pricing structure, and enhanced customer service. By ensuring that your marketing campaign hits on these three essentials, you can satisfy your customers with the product you’re marketing, and keep your strategy straightforward enough that nothing will get lost in translation between the marketing materials and the customer.
Your focus, energy, and resources will be dedicated to crafting the right message for a single product, and delivering that message to the right target market in the best possible way.
2. Hire the right people
One solution to this problem might actually lie with the team you put together to market your products. Hiring the right individuals to carry out your marketing activities is more important than adding a few features to your product. The right people will market the product effectively, and additionally will stay focused and committed to the marketing activities.
3. Have a strategy
As a marketer, you need to have a strategy that will enable you to stay committed and focused. The strategy has to be simple and easy to understand. Additionally, the strategy should be written down for every person to see and readily available if people would like to refer to it at any point during their work. Team leaders should reiterate the strategy and communicate it on a regular basis to the team.
To succeed in your marketing activities, you need to focus on your strengths and measure your success. By focusing on the most important elements of the market, the product, the customers, and most importantly, your own strategy, you can find success with your marketing campaign.