Attention start-ups, owners and heads of new and growing businesses.

Is your organization a victim of Randomertizing and Peersurizing,
the great marketing trap that could be affecting your growth and profitability?

“We need to get more business. Let’s quickly do some marketing so people know about us. Let’s do some advertising, print some brochures and put everything on social media. Say everything in detail. Get someone to do some designs fast and call whoever is offering us the lowest cost of display. By next week, we must tell the market what we offer… (and so on).”

Sounds familiar? The truth is that many businesses approach their marketing this way. We call this approach “Randomertizing,” which is, “random advertising and marketing, trying to say everything to everyone wherever possible in the shortest time.”

While this kind of marketing can give you some business in the short term, it may not sustain in the long term. Today customers are being reached out to in many ways and have lots of choices available to them. Therefore, it is important to understand your customers and reach out to them in a manner that can lead them to buy. You have to be seen where they are looking, tell them what they want to know, and give them reasons to trust you enough to buy from you.

You simply cannot expect people to buy by telling them how great you are (because you believe so), or advertise on a platform you think is best (because you like it), or assume your message is just what they want to know (because it sounds wonderful to you).

An effective way for businesses to make their marketing better is to build a system that will enable them to communicate with their customers consistently in a manner that can lead them to buy. When you do your marketing in a planned, logical and scientific manner:

You will be able to create a unique positioning in the marketplace so customers always think
of you first for that specific product or service.
Your messages will be relevant and compelling to attract the attention of those whom you
want the most.
Traffic to your website will increase, giving you more leads you can pursue for sales.
You can cut adverting and marketing costs while getting a higher return on spends.
Your team will have greater marketing and communication know how to get better results
for their efforts.

There are many pieces that make up your marketing. Some may be missing completely and some may need to be optimized. Eventually you have to gather them all together into a smooth and efficient system that is ideal for the size and nature of your business. Here are five pieces all marketers must have in their system to grow their business:

Strategy
This is the overall approach to communicate with your audience. This includes your positioning, customer profile, platform of communication etc.

Plans
A step-by-step plan of action to communicate with your market based on your strategy.

Messages
This is the heart of your marketing but often does not get the importance it deserves. (Business owners love to talk about their products from their own point of view and try to say as many things as they can to everyone at the same time. This is pure “Randomertizing” as mentioned earlier.)

People
Align your people to your plans so everyone has a clear idea of their role, responsibility, and what’s being communicated. If you are tempted to makes sales people into marketers overnight, read this. Marketers must have a good sense of communication. If you need to help them improve in this area, go here.

Processes
Your marketing system is a series of processes to ensure that you have an efficient marketing operation. Document how each of your marketing pieces must work and be monitored. When you do this, you will be able to take measures to improve things rapidly while saving time and money.

When building your system, always keep the objectives of your business in front of you so that you don’t end up doing things that take you away from your goals.

Like with “Randomertizing,” another trap you should watch out for is “Peersurizing,” which is, “Trying to market your business by blindly copying your peers and applying a bunch of vague ideas from friends, relatives and colleagues which have zero relevance to your business.”

There is nothing wrong in observing what others do or taking advise from people. But the advice must be relevant for your business. What other businesses do and works for them does not mean the same things will work for you. Their messages and budgets are suited for their business. Your messages and budget will be different. They may have taken years to reach where they are and what they are doing now may not be what they started out with.

Our free workbook to help you build a Structured Marketing System for your business is available here.

If you need our help to build and implement your system, go here.

Author:
Kais Rahimtulla
CEO and Program Architect,
Market Mastership.