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Why One Size Fits All Marketing Doesn’t Work

3 . 18 . 2022

Most business owners get a lot of advice when it comes to running their business. How they should market their business is one of the most common ways we get a lot of “shoulds”. How often have you heard you “should” post on Instagram, or you “should” run google ads. Marketing isn’t a one size fits all process, every company has different needs, wants, and goals. With this comes a totally unique set of marketing practices that each business should utilize to get the best return on investment. Let’s explore why one size fits all marketing doesn’t work.

Your business is unique, and so should your marketing strategy

Your business is one of a kind and that means your marketing strategy should be too.

The first step to marketing your business is to identify what makes it unique and what the target audience is. The second step is to use this uniqueness and audience as a marketing tool.

In order to reach the people who are interested in the services or products that you offer; you have to position yourself with your key differentiator in mind. This means if your brand is more corporate you may not want to use TikTok as a marketing channel due to its younger audience and casual content. LinkedIn might be a more appropriate platform to market your business.

Like people each marketing channel has a “personality” and you need to make sure your business aligns with that personality to see a successful return.

Your industry affects what “channels” you market on

The channels that you choose to market on should be based on your industry. If you are in the B2B space, then your marketing channels should be different from a business that sells to consumers.

For example, if you work in the healthcare industry, then your marketing channels could include trade shows and networking events that are geared towards doctors and nurses. On the other hand, if you work in the food industry, then your marketing channels might include social media platforms like Instagram and Facebook where people share their most recent food finds.

It’s important to identify where your potential clients are “hanging out” so you can get in front of them at the right time in the right place.

Social media marketing doesn’t work for every business

I can’t tell you how much it makes me cringe when I get in front of a potential client and have to tell them they are just wasting their time and money focusing on social media.

Social media is a great way to reach out to the masses, but it’s not for every business.

It’s important to make sure that social media is a good fit for your business before you start investing time and resources into it.

Social media can be a great tool for reaching out to customers in many different industries, but there are some industries where social media marketing is not effective. For example, doctors and lawyers don’t necessarily get a great return on social media ads. But a restaurant or clothing boutique will do amazing on social media.

The key thing is that social media should be used as an additional channel for your business, rather than the main source of communication with your customers. As they say, don’t put all your eggs into one basket.

So how do I know how to market my unique business?

That’s where marketing strategy comes in! Getting a comprehensive game plan that’s unique just like your business is key to success in marketing. If you need help coming up with a good gameplan for your business we’d love to help! Schedule a discovery call with us today and start reaching your goals.

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