Good strategic marketing should start with the basics. One of the first things to consider is what it is that you actually do for your clients. You may think this is obvious, but try to consider the point of view of your customers.
- Why do they have a relationship with you?
- Why are they willing to hand over their hard earned cash to secure your products/services.
What you have to decide is:
“What is my key business proposition?”
To illustrate the point, I will take a look in the mirror and outline the thought processes that we have been through to answer this question.
Asking ourselves the question “What is your proposition?” set us on an interesting journey of discovery!
Our first answer to the question we a lengthy description (which I won’t bore you with here) of the tasks that we undertake on behalf of clients (mainly focused around design and delivery of websites & email newsletters within a strategic marketing framework).
After this, the question was repeated:
“Yes, but why do clients use BSA and not someone else?”
After more discussion, we came up with the following:
- We take the time to understand our clients’ businesses
- We give unbiased advice on marketing in a world where so much is focussed on “The next big thing”
- We tend to under promise and over deliver
- We offer specialist marketing knowledge in the context of a digital age. We are marketers first and web techies second
- We focus on making things happen, not just on the strategic planning process
- We stick with clients, and gently encourage them to stick with the marketing process (We know that good marketing takes time)
- We have a great track record of delivering value for our clients
- We understand the SME environment, the concept of budgets & the need to maximise the effectiveness of marketing spending
Interestingly, “We develop websites” and “We do email marketing” don’t appear on this list, even though we are specialists in both. What came out is our proposition that we work with SME businesses to deliver planned, joined-up marketing communication programmes that are sustainable and effective. In this context, websites & email, social media, data management, content, copy-writing etc are important elements of our offering, and the ability to deliver these is vital, but they are simply tools in our core offer to our market:
“BSA Marketing designs and delivers joined-up marketing communication programmes that are strategically planned, sustainable and effective”
and this, in a nutshell, is our key business proposition!
What is your business proposition and what is the best way to get your message out? Talk to us