*This post is an excerpt from my book, Flex Your Marketing: Scalable Strategies for Freelancers, Fractionals, and Growing Businesses. If you’re looking for practical, flexible marketing advice tailored to today, this is just a taste of what you’ll find inside!
At its core, marketing is any communication that leads to a sale. But how can you adapt your strategies to stand out and connect with customers? Let’s explore a few areas where you might need to flex your marketing.
Focus on Brand Recognition
Gone are the days of relying on catchy phone numbers. Today, customers save contacts, search for your business name, or ask voice assistants like Siri to connect them. Prioritize building a memorable brand over outdated marketing methods.
Make it Easy to Buy Online
We buy nearly everything online. Can you offer your products or services digitally? Ensure your online experience is seamless, especially on mobile devices, where most shopping happens.
Tip: Test your website on various devices to ensure a smooth user experience. Check for mobile responsiveness and security (your site address should start with HTTPS).
Appeal to Short Attention Spans
Consumers are inundated with ads and content. How can you stand out?
- Write concise, compelling messages.
- Use eye-catching visuals.
- Optimize your SEO so your business appears when potential customers are searching.
Be Available
Customers expect more accessibility than ever. While 24/7 availability may not be realistic for every business, ensure you’re reachable when your audience needs you most—whether through extended store hours, live chat, or prompt responses on social media.
Be Different
Don’t compete on being the fastest, cheapest, or closest. Instead, focus on what makes you unique. Your brand should reflect your beliefs and values, creating a connection with customers who share them.
Take, for example, a popcorn company founded to provide meaningful employment for differently-abled individuals. Customers buy not just for the taste but because they believe in the mission.
What’s your differentiator? Why are you different, and how does that matter to your audience?
Embrace Disruption
Think of disruptive brands that have redefined their industries—introducing new ways of thinking about fitness, nutrition, or finance. What can your business do differently to challenge the status quo and meet unmet needs?
For example, Verve, a credit union with bold colors and an unconventional spokesperson stands out in a sea of conservative sameness. How can you be the one to shake things up?
Stick to Your Values
Your brand’s essence—its values and vision—should remain constant even as you adapt. Be willing to take risks and seize opportunities that align with your beliefs. The key to success is balancing flexibility with authenticity.
Ready to flex your marketing? Start with small changes, experiment, and adapt as you go. In today’s competitive world, staying flexible and focused will keep you ahead.
Ready to dive deeper into actionable marketing strategies that will help your business grow? Grab your copy of Flex Your Marketing today and start transforming the way you connect with your audience.