Marketing is both an art and a science.
The images, content, and general aesthetic appeal of your marketing makes it an art. These components capture the attention of your audience. They draw them in. And, in this sense, the art of marketing is incredibly important.
However, sometimes business owners look past the science aspect of marketing and forget that often the littlest tweaks in your marketing make the biggest difference.
The science of marketing includes a process similar to the scientific method: You have a hypothesis about what your target market needs. Then, you engage your audience by testing your hypothesis, tweaking your marketing plan to adapt to the information you receive from your tests, and continuing this process until you figure out what works.
You may have an idea in your mind about who your ideal client is, but you find that your ideal client doesn’t connect with you. If this occurs, you may perform a test of the target market.
Or, you may have created an amazing product–for instance, a course or training–but you find that your target market isn’t jiving with what you’ve created.
What do you do?
This is where the science of marketing comes in:
You have something that you want to implement in one way, but through the implementation, you learn for your audience’s behavior what works and what doesn’t.
Too often, people forget that in your marketing you have the freedom to make tweaks. Business owners create a product, and if the audience doesn’t completely jive with it, they shelve it completely.
However, you may want to consider that perhaps the problem isn’t with the product itself, but with the structure of the product and it just needs a few tweaks to be a success.
For example, one of my clients created an amazing five-week course, but the client discovered that the market isn’t staying engaged over those five weeks.
The training is fantastic, but we needed to figure out strategies to keep the audience engaged. And, there are options: either shorten the training period or drop in additional communication throughout the five-week period.
This is where you have the freedom to change your product to adapt to the needs of your audience. Perhaps instead of being five days, it needed to be a one hour webinar. Or, in regard to the course you created, instead of being five weeks, it needed to be ten days.
So, right now, while we have the time, I encourage you to take an in-depth look at your products and services. Assess what’s working and what isn’t. Reconsider what you eliminated in the past.
And, instead of shelving your great ideas and products, tweak your creations to give them new life!
< Previous Post – Creative Solutions for Your Business | Marketing: NOW – Next Post >