In the original “4 P’s of Marketing” theory, the first “P” stands for Product – of course, this can also include services. Essentially, if we’re dealing with the “first things first” approach, a business model and marketing plan are built around the thing being sold. At 2 Steps, as we market said product, the thing itself is actually our third priority behind the Plan first, then the Perception or Positioning second.
The Fruit of the Story
Our approach to marketing a business starts with the story that the business (or practitioner) has to tell. Inspired by Simon Sinek, we “start with the why” and work from there. As such, the product or service is the result of that “why” and, more specifically, an answer to someone’s question or problem.
Clarity
Knowing that business owners have the answers to someone else’s questions, it is our job to make sure that that answer is clear. Nothing is worse than asking a question and getting the run-around in response. Similarly, we know that customers and end-users want straight-shooting information with the assurance that they are getting what they pay for. In the world of digital marketing, that amounts to accurate, specific, and thorough detail provided in an intuitive fashion in online spaces.
The Checklist:
Once we have clarified for ourselves what we are selling and to whom, and once we have figured out a way to communicate that offer clearly, the following are some other considerations to keep in mind as we move through the process of marketing. These apply to the task of rebranding and remarketing as well.
Consider whether your product or service checks these boxes:
- Is it Needed/wanted?
- Market research required
- Define its quality – Walmart vs. The Bay
- Does it have value?
- Features, benefits, tangibles
- Who is Target Audience? For whom does it have value?
- Is there a secondary audience as well
- Is the price appropriate? According to quality, desired profit margin
- What is the unique value proposition? How is it set apart from your competitors?
The Evolution
Finally, we want to address the evolution of the product or service itself. The world of sales is constantly changing and evolving because we as people are changing and evolving through life, as is our environment in response. Successful digital marketing reflects this evolution or, rather, it can direct the evolution of the product or service. To more effectively meet the needs of our end users, a product or service may choose to shift (ie. fast fashion) or it may choose to stay the same and have the marketing shift (ie. recipes for consumables). Either way, there is a natural progression that will happen. Small businesses should be aware and plan for these details as they move through the course of their business life-cycle.
To learn more about how to market the evolution of your business, reserve your spot in our next Workshop session through this form.