For your marketing efforts to pay off with lots of quality leads that get converted to new customers, resulting in increased sales and robust net profits, start by (1) developing your Market Dominating Message (MDM). When you have your MDM the way you want it, move on to developing (2) your Market Dominating Position (MDP). By combining the MDM and the MDP you can (3) develop your Core Marketing Strategy.
It's easy as 1-2-3.
None of these components can stand alone. Just as one thing is weak by itself, but finds its strength when combined with other like things, so it is with successful marketing programs.
Start with Your Market Dominating Message
Your Market Dominating Message is unique to your business alone because it communicates your value to your prospects. It states your business’s purpose: what you offer, how you are superior to your competition, and what prospects can expect when doing business with you.
Any business, including yours, has a , but usually only the part that doesn’t matter to your potential customers gets told, like how many years you’ve been in business or that you have “great customer service” or “great quality” products. Maybe you do, in fact, provide great customer service and your products are, in fact, great quality.
If you can’t explain how great customer service and great quality products improve your prospects’ lives, you will not stand out in your market and you will get lumped in with everyone else.
If your Market Dominating Message fails to communicate to your ideal customers what differentiates your business from your competitors:
1. You will capture your ideal customers’ attention
2. You enter into competition with your lower-quality competitors who are saying the same things you are
3. You regularly compete on price, which means you can never charge a premium for your superior service.
When we at DigitalMX work with you, together we will
- Identify specific ways to communicate what your business does, how you do it and what you offer that’s better than your competition.
- Using this information, we’ll develop your Market Dominating Message.
- We'll identify your ideal target audience.
- Then we communicate your message to your prospects
A Market Dominating Message that doesn’t capture the interest of your ideal customers leaves it to chance that they will buy from you. They may even buy from your low-cost competitor down the road because you didn’t effectively communicate your message.
Use Your Market Dominating Message to Create Your Market Dominating Position
To create a Market Dominating Position for your unique business requires that you identify and understand the concerns of your target audience—what is important to them. Ask:
- What problems do they have that your business can solve?
- What questions might they have regarding the products and services you offer?
- What do they value?
When you answer those questions, you can develop a Market Dominating Position that states your Market Dominating Message in a persuasive way.
At , we’ll conduct research to gain a thorough knowledge of your industry. We’ll dig deep to understand the products and services you offer -- What you do that’s good, what you do that’s maybe not so good, and what we can do to “fine tune” and polish up your processes to make your business more attractive to your ideal customers. We will be asking you:
- What about your business is different and better than what your competition offers?
- What about your business processes can we measure?
- What about your business services can we prove?
- What do you offer that we can’t necessarily measure or prove, but is still true?
How Do You Compare with Your Competition?
When we have clearly-defined your Market Dominating Position, we'll identify and locate your audience and engage prospects by showing your outstanding value.
If you're stuck with competing on price for every sale or you're even losing business in a highly competitive marketplace, then your Market Dominating Position is more important than ever. You can use it to identify ways to improve how your prospects perceive your business and more forward toward attracting more leads and converting those leads into sales.
The Final Component to Successful Marketing is the Core Marketing Strategy
Your Core Marketing Strategy will accomplish five things:
1. Capture the attention of your ideal customers
2. Inform them how to make the best possible buying decision by giving them the information they need to purchase from the best company possible, which is you
4. Generate a purchase
5. Instill loyalty for repeat buyers and referrals
Here's Why Your Core Marketing Strategy gets developed Before Any Marketing Tactics
When most people think about marketing, what they are really thinking about is marketing tactics: websites, tv, radio, email, digital ads, social media advertising, direct mail, etc. But if you try to promote your business without a Core Marketing Strategy using only tactics, you end up spending more and are guaranteed to get only mediocre or even inferior results.
Once your Market Dominating Message and Market Dominating Position are defined and refined, they will form the basis for your Core Marketing Strategy and lay the foundation for all your future marketing materials, i..e., the tactics. It will shape how your website engages with prospects and will work to turn more prospects into customers and then turn customers into repeat buyers and "referral-givers".
There's a six-step process to developing your Core Marketing Strategy:
Step 1. Identify Your Ideal Customers. Find out why your existing customers buy from you by asking them directly, reading customer reviews for your company and for your competitors, calling your past happy customers and determine what they liked about the experience of buying from you. Then use this information to target prospects based on what existing customers value.
We at DigitalMX have seen how the right core marketing strategy attracts ideal customers. We have also seen how the wrong strategic message can attract nightmare customers that drive business owners away from their own businesses.
Step 2. Narrow Your Focus. You might need to eliminate some inactive customers and begin to limit or eliminate the services or products your business offers that don’t generate the right type of customers.
Step 3. Incorporate your Market Dominating Message into any and all available forms of communication, like your landing pages, , emails and letters. Your Market Dominating Message will convince prospects that your business is guided by integrity and the desire to give them the best solution or product possible, and that you are the best option for them.
Step 4: Create support materials based on your Market Dominating Message. With the Market Dominating Message incorporated into your business communications, any support materials you create will drive prospects to where they can read your message, and prospects get converted into customers.
Step 5. Create content based on your Market Dominating Message. forms the link between your Market Dominating Message and solving your prospects’ problems. As part of your alliance with DigitalMxOnline.com, we build out a complete content system for your business, which includes content for sales support materials, keyword research,
The steps in your customers’ buyer’s journey can be described something like this:
By providing your prospective buyers with content based on your Market Dominating Message, it’s possible to reach them and influence their buying decision at every step of the journey.
We can’t overstate the importance of developing a Core Marketing Strategy based on your combined Market Dominating Message and Market Dominating Position.
Working with the experts at DigitalMX will ensure your Market Dominating Message communicates clearly who you are, what you do, and what customers can expect when they do business with you.
We want to make sure your marketing is successful and works to engage prospective customers, generate qualified leads, turn website visitors into customers, and cultivate long-term relationships that will provide you with steady, profitable growth.