Clarity and focus in marketing is often overlooked for the sake of “covering all your bases,” and while it is important to establish a reputation as a versatile company, it is more important to identify, market, and profit from your business’s greatest strengths. In order to gain momentum in your field of business, you need to have a marketing strategy that emphasizes exactly how and where your business takes up space in your industry. Here are three important steps you can take towards unlocking the value of your greatest strengths.
Step 1: Identify your Biggest Strengths
Your strengths are your competitive advantage in your field, so they shouldn’t be overlooked. They differentiate you from every other business doing similar work. Ask yourself a few simple questions if you’re having trouble identifying your strong points: What does my business have to offer? What skill/service/strategy do I rely on most? What makes my business stand out from the competition?
Step 2: Invest in Those Strengths
Figured out exactly what you want to focus on? Now it’s time to put that into action by investing in those strengths. Understanding the right way to improve upon and utilize your assets is the key to honing your talent. To get the most out of this, study the ins and outs of how these assets are applied to your work and how you can expand those applications. Now get familiar with and start utilizing the marketing language surrounding both the strength and how it is implemented in business. In doing so, your marketing efforts will better reach the target market most likely to benefit from your strengths.
Step 3: Stay Consistent and Persistent
Doubling down on what works best for you and your clientele is the secret to long-term success. Sticking with your skillset doesn’t box you in like some people assume; it gives you the opportunity to expand upon those skills. Rather than focusing your attention solely on how your competitors do business, get better and better at how you are doing business. Their strategies play to their own strengths, so copying those strategies puts you at a disadvantage because you’ll be trying to hone a skill that isn’t your best while also losing sight of the best qualities you have to offer.
Your biggest advantage in business is your own identity, so use it. Staying authentic in your pursuits by emphasizing your strong points will yield the greatest results. On top of that, focusing on your pre-existing skills and assets rather than striving to build a whole new set of skills makes your job easier, so you can do more (and better) work.
Play to your strengths and start marketing them today with Clairant.
Desirae Haluk is passionate about marketing for startups and small businesses. For the last 15 years she has held marketing executive positions for organizations both large and small. She realizes that her true passion is helping establish, grow and evolve startups and small businesses to make them successful and help achieve their goals.