Why does my marketing content feel random, and how can I change it?

Marketing is a reflection of and communication about your business model. If you do not clearly understand your model, your messaging and activities will reflect your internal confusion.

Having a clearly defined business model is critical for making company decisions such as:

  • Choosing services and vendors
  • Selecting employees
  • Identifying ideal clients and target markets
  • Deciding what to talk about in marketing activities

When you have a defined approach to your business, you can use that clarity to filter what and who is a good fit for your organization. 

Be clear about whom you work with

If you do not know the foundational elements of your business, then every decision will be random and based on spur-of-the-moment feelings. If you are confused about what you are doing or whom you are doing it for, and any marketing will come across as unclear.

For example, if you are working with any type of business of any size in any community, you come across as generic--and will put out a generic message. 

Be clear with your thoughts and messages

When you know who you are, what you are doing, and whom you are doing it for, then you can use that clarity to be specific with your marketing content.

For example, let’s say you work with private schools and non-profits. You know whom you want to talk to, so you can direct your communication specifically to them.

You can address the benefits and challenges these groups face because you are an insider, which allows you to become a resource for them. When an audience feels that you understand their challenges, they will listen to what you have to say. 

Leverage insider information about your audience as a way to get their attention. Write, speak, or post about their challenges and offer ideas for how they can address them. Make yourself a go-to resource to help their business.

This approach to marketing will help you build the trust you need to earn the opportunity for a sales conversation.