When I started my business 15 years ago, I didn’t have any kind of strategy (except pay the mortgage on my new condo). I wanted the freedom to schedule my days, choose my clients, and I liked the prospect of earning more money. That was basically my strategy. And it worked for a while, because my former employer became my biggest client, and it was pretty easy to make a living as graphic designer back then. I was riding the wave of a strong economy and solid portfolio.
Today, I work in a much more competitive and globalized industry. And web strategy matters more than ever.
What is your strategy?
First, it’s important to take a step back.
Any kind of marketing strategy we do here is informed by our business strategy. Until I sat down and thought about what I wanted to focus on and who I wanted to sell to, coming up with my marketing strategy seemed impossible. My website sounded like every other graphic designer’s website. It said things like:
“We provide exceptional service” and “we are creative thinkers who follow a design process to deliver outstanding results.”
To prospects, it sounded like the same promises. I needed to figure this out!
The book that got me thinking was Blue Ocean Strategy. How could I make sure my services were clear and unmistakable? How could I present our services as the obvious choice?
I considered the following:
What I was best at + a need in the market + who I liked to work with the most.
Once this was clear, marketing became infinitely easier on my website.
This has paid off because now I am able to market more easily and generate a lot more inbound leads to my website.
So, marketing should be based on a solid business strategy. What are you best in the world at? Send me an email and let me know.