5 Signs Your Firm’s Marketing Strategy Has Fallen Flat and How to Regain Your Footing

Posted by Joelle Colosi on Thu, Jan 16, 2014 @ 08:00 AM

Your Firm’s Marketing Strategy Has Fallen Flat

If your business isn’t growing as fast as you would like, your firm may need a marketing makeover. See if you recognize any of the signs that indicate that it’s time to rethink your marketing strategy, and get back on the path to success:

You haven’t set clear goals. If your goals are not defined and prioritized, you can‘t reach them.

  1. Set out firm objectives for the next quarter, year and five-year period.
  2. Outline specific tasks in sequence and identify key milestones. 
  3. Define the steps that need to be taken in order for the firm to achieve its objectives.  
  4. Communicate what firm resources are needed to complete the set of tasks. Resources may also include time, office space, money, consultants, information, etc.
  5. Identify who will be responsible for the task and define their role.
  6. Communicate who is responsible and create an understanding on what needs to be achieved.
  7. The idea is to create a unified marketing strategy to get there.

For more information on this subject, check out Inspire Inbound Marketing Campaigns With a Vision.

Your firm’s branding is weak and scattered. 

  1. Do you have a consistent look and feel to your website, social media pages, print materials and even your office or work space? 
  2. Are you being true to your message/mission? Is it well defined?
  3. Can clients get a sense of what you’re all about from your brand attributes? 

If you answered “No” to any of these questions, create a strong, unified brand profile and company identity.

For more information on this subject, check out Inspire Inbound Marketing Campaigns With a Vision. 

Annual Marketing Plan Outline by Colosi Marketing

You haven’t defined your target audience. Is your firm trying to be everything to everyone?

  1. Define a niche that you can own in your field or local area.
  2. Gather demographic information on individual or business prospects you’re pursuing.
  3. Create personas of typical clients.
  4. Concentrate your efforts on industry forums or social media outlets where your prospects are active. 
  5. Create content they'll enjoy or find useful.
  6. Frame your products and services as solutions to their unique problems.
  7. Sponsor events that they attend.
  8. Advertise on their favorite radio station.

If you follow these steps, you’ll get better results than trying to reach everyone, everywhere.

For more information on this subject, check out Market Segmentation: An Inbound Marketer’s “Social” Bread and Butter.

You're broadcasting rather than connecting. Interact, ask questions, listen and create relationships rather than practicing constant self-promotion. Good relationships foster loyalty and encourage evangelism. Become a resource that prospects seek out, rather than a “salesperson” they’ll ignore or try to avoid.

For more information on this subject, check out 6 Little Ways to Win the Hearts and Minds of Clients.

Your firm is being overshadowed. Strong branding, consistent messaging and a clearly unique services proposition will put you ahead of the competition. Clients are bombarded with calls for their attention. They must recognize you and your value instantly. You don’t need to change your identity, just better define it. Make it obvious you’re the best fit for your clients by tightening up your marketing strategy.

For more information on this subject, check out 7 Tenets of Brand Marketing or Professional Services Firms.

Did you like this post? You may also like the following related posts:

Need a marketing makeover? Contact Colosi Marketing.

Image via iStock.

Topics: Marketing Strategy, Colosi Marketing, branding, target audience

    SUBSCRIBE to Fresh Ideas

    FOLLOW me

    RECENT headlines