With 2014 quickly coming to a close, it’s a good time to re-examine the messaging in your firm’s marketing materials to determine if it’s time for a refresh. Even the most successful firms may want to look at how they can better communicate to keep their momentum rolling and further capitalize on success.
Here are a few questions we ask our clients when fine tuning and updating their messages:
1. What marketing efforts have worked best for you? What resonates most with your prospects and clients? These are the areas you want to be the focus of your marketing messages. Consider that some of the most successful businesses are niche based. Often, finding your niche is a matter of discovering what types of clients you best resonate with and why. Once you’ve determined your niche, make sure your marketing materials consistently communicate directly to that market.
2. What has not worked in the past year? Time to let it go. Sometimes figuring what works and doesn’t work is a matter of trial and error, and of learning through experience. It can be hard to let go of messages you’ve committed your marketing to but that in reality don’t add value. Yet letting go of what doesn’t work is crucial for growth.
3. What are the most common reasons clients or prospects have gone to your competitor(s)? Identify these issues and address them head on in your marketing efforts. Depending on your niche and focus, perhaps clients/prospects who went to competitors weren’t the the best clients for you. However, if you are regularly losing ideal business to competitors, then it’s time to address why in how you communicate.
Are you ready to refresh your firm’s marketing? Let us help you. Give us a call today.
“There is always space for improvement,
no matter how long you’ve been in the business.”
Oscar De La Hoya