Developing and implementing a strategic marketing plan can be difficult. There are so many variable and challenges with developing a clear strategy and consistently implementing the marketing strategy. Also, marketing encompasses so many different areas and platforms, it can be hard to keep up. However, if you focus on one major question while developing your marketing strategy – “how can I add value?”
This is not the same type of value that is discussed in accounting or on spreadsheets. Added value in marketing is something your business or organization can offer to your customers that is of high value to them, but of low cost to you. What are some things that you can easily do or produce that is of great value to others not in your field?
Don’t overthink this or make it too complicated. A few examples: if you are a hairstylist, it could be your top 5 recommended hair products. If you are a trainer, it could be a video on the proper way to do a sit-up. An accountant may offer a free audit or proper way to maintain your records throughout the year. There are a myriad of things that you could offer your clients, depending on your business. The key is to develop the list and add new value-adds often.
When you develop a list of value-adds for your skill, profession, service or product this adds an extra level of value to your business. It also makes you competitive with the next business in your industry.
Another key reason to develop value-adds: Loyalty. You want loyal customers that trust you immensely. This creates repeated business and new referrals. However, the key to this is to really know your audience and what they want. Too often this is a fundamental flaw in marketing and business plans – knowing your audience. Join me for my next podcast as I discuss the importance of targeting your audience.
Below are just 3 basics in developing your value-add list:
- Know your audience and what they want or are curious about.
- Make a list of things that you know or have that won’t take much energy or money for you to share or create.
- Develop a fast and easy way to distribute or give your value-add. If its complicated to get it, this will turn your customers away.
Finally, don’t be afraid that you are giving too much knowledge or your secrets away. Of course you want to remain competitive and gain new customers, so there needs to be a balance. However, trust in the law of reciprocity – you will reap what you sow. When you sow into people and your profession, the harvest will return to you. Don’t lead out of fear or greed.
If you need assistance with your marketing and business development strategy, or simply need help connecting the dots with your current plans, feel free to contact me!