All the strategy, the fancy tools, the new trends – none of it matters in marketing as much as confidence. Let’s face it. Marketing is the lifeblood of any organization while sales is the heart. It can sometimes feel like all decisions regarding marketing and sales have a direct pathway to the success or failure of your organization.
Here are three ways that confidence directly affects your marketing and sales.
Running a business is simply a series of choices. Marketing requires many decisions. Without a trusted marketing strategist on your team (let’s be clear – if you are reading this and you don’t have a marketing strategist on your team, we are your marketing support. You just might not be utilizing our services… yet.) making decisions on how a logo should look, what marketing tools you should use, even what networking events you should attend, can keep you awake at night.
I want to be clear. With a good marketing strategy, decisions can be made easily. BUT the reality is most people do not have a strategy. So they usually do one of two things:
- They ask friends, family and others for opinions. Everyone has marketing “opinions” – what they like, what they don’t like. It can quickly escalate to making people (who are not your target audience) happy. This then makes it even harder to make a choice. You need the confidence to either invest in a marketing strategy, (which requires confidence in your business plan) or enough skill and clarity to make your decision while weeding through all of the opinions.
- They over think, over analyze, which translates to NO decision. No marketing is better than making a wrong choice- right? Wrong! Most businesses can grow on “word of mouth” up to a point. But at some point in order to really expand and be sustainable you have to market. Ignoring the problem will not make it go away.
Marketing takes time. Often more time than people allow because there is a lack of confidence in the decisions that were made. They are looking for any sign for it to fail. On average any tool or campaign takes 6 months to run its course. It could be as simple as selecting a tagline.
I had a client that told me she couldn’t find an effective tagline. She then proceeded to give me three pages of taglines she had used in the last year. Whether it’s a tagline, a campaign or a strategy, it is important to pay attention and ADJUST your strategy as it evolves. But that doesn’t mean you should throw the baby out with the bath water. It takes confidence to make a choice and stick with it long enough to see results.
In order to market in today’s field you have to position yourself as an expert. People often want to hide behind a brand or the name of a business, but the reality is that people buy from people. People want to hear content from other people. That is how we relate – to content.
And when you relate to content you get traction and sales.
Most people are SO good at what they do they struggle to identify their expertise. You have to proclaim your expertise and share it with current and potential customers.
That requires confidence. Confidence is the most critical element to any successful marketing strategy. The first step in your marketing strategy is to make a strong statement and stick with it. Results will follow and give you even more confidence for the next go-round.