
Every company is in many ways unique, both in the composition of the people who work for it, and in the people that it serves, its customers. When devising a marketing strategy, there are two important factors to consider:
1. Who are you?
2. Who are your customers?
Who you are, as a business, can be broadly defined as the product you produce, and the way in which you deliver them to customers. As simple as it sounds, it’s important to go about answering these two questions as if you don’t already know the answer, because there’s a good chance that you don’t actually know the answers as well as you thought you did. With a small business, you may find upon closer examination (or you may know right away) that what you started out doing and how you had planned to do it has evolved to better meet the conditions of your market, and therefore that your initial line about who you are and what you do no longer applies. This isn’t a bad thing—an entrepreneur is nothing if not adaptive—but it is worth taking stock of. You’ll probably even find that you’ve been doing a lot of things right without even thinking about them.
Who your customers are is tricky, because again you may enter into the thought process with a number of potentially false preconceived notions about the answer. Perhaps the easiest mistake to make in crafting a marketing strategy, which could lead to the complete failure of the strategy, is to assume that your customers are coming from the same place that you are. This usually takes the form of assuming that they know something about your product that they don’t (but often, they’d love to).
You need to sort out, to the best of your abilities, the answers to both of these important questions, because otherwise you could end up getting your marketing in front of the wrong audience. Talk to Find It Local 411 about effectively finding the answers to these questions. We take the time to help our clients develop the strategies which will help them bring their products and customers together, and refine their marketing and sales processes.


















