Back to the (Marketing) Basics

You're an entrepreneur. By nature, you're always looking for the newest and most innovative way to do business. And for the purpose of your business, that's more than likely a really good thing. And there are certainly different avenues in Marketing where you can take risks and do something crazy and new. Apple does it. Google does it. Salesforce.com does it. Miracle Whip does it. Old Spice does it. And it works. But those companies also do some fundamental things well. Really, really well. 

Jessica Stillman for Inc. Magazine on "Why Boring Marketing is Good Marketing" 

Jessica Stillman for Inc. Magazine on "Why Boring Marketing is Good Marketing" 

So what are the basics of Marketing? Jessica Stillman recently wrote an article for Inc. Magazine that's titled "Why Boring Marketing Is Good Marketing". She defends that a start-ups' message and voice should always be consistent through every channel of the brand. I agree with Jessica. You can have some leverage in the way you go-to-market with your product or service, but the fundamentals should be consistent. 

What are the fundamentals? 

1) Your website, which is the most important asset you have. This should reflect your brand and voice inside and out, and be the basis for the rest of your channels.  

2) Your whitepapers, resources, and messaging. These should fully reflect your product, provide accurate descriptions and positioning, and be on brand. 

3) Your Sales process. Whether it's you, your sales development team, your sales team, or an agency partner, make sure your pitch is 100% buttoned up and reflective of your company. Who are you? What do you do? Why are you different than your competitor(s)?

You have a little wiggle room to flex your creative muscles in some areas. Below are a few I'd recommend - but be careful and start by dipping your toes in the water without throwing away your brand's voice.  There are a few channels that lend themselves to creativity - and you should get a little creative on these channels to build your audience.

So where can you get creative?

1) Social media. Post pictures, jokes, quotes, etc on Twitter, Google+, Facebook, Pinterest, YouTube, etc. 

2) Advertising. Be careful here, but you can be a little more edgy. Just be sure that your brand accurately reflects your company so that when they eventually land on your website, it isn't a shock.  

3) Blog/Content Marketing. The point of a blog is to express real human interaction, answer questions, post videos, and show the "human side" of your brand. Feel free to flex (a lot even) on this channel.  

There are some fundamental areas of Marketing that are core to your success. Those shouldn't change and should be "boring". But get creative in other areas where you have more freedom to explore and be the true entrepreneur that you are. A good rule of thumb is to put yourself in your prospects' shoes - would they be confused if they clicked on an off-brand ad and wound up on your website? Is your messaging consistent from your website all the way through your sales process?