If you’re using the entrepreneurial operating system for your business, congratulations. I’m a big fan.
The good news is using EOS makes marketing simpler, more effective and more accountable.
Of course it does — it does that for all of your business, right?
But it’s not always clear what to do next when it comes to marketing. After you complete the four parts of your video marketing strategy, I’d like to share three tips for each of the four parts to help you make your marketing more effective.
Make your target as specific as you can. It’s better for your target to be too tight than too loose.
The reason? Marketing programs that are sharply focused tend to be more effective, and you’ll have a spillover effect that will help you reach people outside of your target market.
Secondly, it’s a common mistake to have a really tight focus on a target, but then create marketing tactics that don’t have that sharpness. So make sure that your marketing programs, and the metrics that you’re going to use to measure their success, are very focused on your target market.
Third, when you have changes to make to your target market from COVID or other disruptive things that happen in your business, make sure to review your target market first before you make any changes to your marketing tactics.
Remember, these are the three capabilities that together define your unique benefit for your customer.
The key thing with your marketing: you want to take your three uniques story and change it into a story about your customer.
It’s an important process to go through to figure out what your capabilities are, but your customer doesn’t want to hear about you. They need to hear how what you do is valuable to them.
Secondly, invest a lot of time to document that story, make it simple and train everyone in your organization. Everyone having that clear story top of mind will be really valuable for you.
And also don’t let that story change much over time. Years are better than months. It’s so tempting to change up things after six months when you have a new product, or something happens to change your story.
Remember: About the time you’re getting bored with your story is just about the same time that your customers are finally hearing it enough for it to register for them. So stay the course.
Third, what about COVID changes when it comes to your Three Uniques? Do you need to change them if something happens like that?
EOS Worldwide has a great position on this. They say that COVID is actually a really good test for your Three Uniques. If indeed they stand the test of all that change, you probably have gotten to the true uniques that you want to move forward with.
I like to think of your Proven Process as your customer journey.
Similar to your Three Uniques, switch this from what you’re going to do for your customer to what your customer’s experiencing when it comes to marketing tactics and and priorities.
For this step as well, you want to limit the changes to your process, if you can at all help it. Think of your proven process half life – how long it takes for a customer to move through that process. Try not to make significant changes for at least twice that long.
Third, don’t skimp on your existing customers. Spend as much time or more on what happens in your process after purchase – and even after first use – than you do for acquiring customers or introducing them to you.
That’s because existing customers are five times is profitable and by a lot more on average, from you than new customers. And they’re easier to find as well.
In EOS, the guarantee is considered as an optional thing. They say that about 50% of companies need it.
From a marketing standpoint, I would consider it mandatory.
The reason why: If you think of a guarantee, it’s more than than a sales promise, it actually is setting expectations. Strong brands are really about reliable expectations, so find a way. Be flexible and creative. Look for a way to create a story, a guarantee about what your customer can count on from you.
It doesn’t have to be the traditional, very specific, dollars and cents or concrete deliverable things. It could be something more intangible. But it’s a real opportunity for you to strengthen your story and the attractiveness of your business.