I have been writing recently about making assumptions about our business and our clients which may be unwarranted. In the business process, whether we are selling goods or services, we do need to understand those who may buy from us, and what they are looking for when they do buy, whether from us or our competitors. That means that research is essential to ensure that we do know what we are talking about. Of course we will still not know what we don’t know, but the more we do know by asking the right questions, the better position we will be in to meet the expectations of our market, or to be specific, our customers and prospects, because they all have their individual needs.
So as long as we are prepared to keep testing our marketing strategy and our business approach, then we are probably doing our best, but no complacency is allowed! We should always listen to our peers and colleagues of course; it is essential. They have a collective knowledge which is a huge resource.
Of course, we may not always get the right advice, though, and sometimes our own experience may tell us more than what we hear from our friends and colleagues. Recently, someone said that blogging was not very effective in marketing. Well, I wouldn’t say that blogging should be the only marketing we do, but I know from personal experience that it works for me; it does bring in significant new business and that is a big plus for me because at the same time I really enjoy the writing.
We should always listen to advice freely offered, and often we should take paid-for professional advice on marketing and other strategies. However, if we already know that something works for us we should stick to our guns; if someone thinks it shouldn’t work they may not understand our niche. I believe in always listening but being confident in what we believe works for us. Every business is unique and needs its own strategies to take it forward.
What are your thoughts?
© Jon Stow 2010