Most of us have been listening to the same, tired, generic advice coming from almost every “marketing expert” out there. And you may have tried some (or all) of their suggestions with little improvement. Almost 100% of that generic marketing advice lacks the contextual information that make it work. Content may be king, but without context it’s a king without a crown.

Here is a five-part approach for improving your marketing to achieve optimal business growth. This should help you steer clear of ineffective marketing that just wastes your time and money.

1. Break Free from the Crowd:

• Don’t follow trends blindly:

Staying informed about industry trends is important, but simply accepting that those trends work in all cases is ill-advised. Give careful consideration to all new ideas – starting with this article. I’d be happy to discuss it with you on a live, complimentary call. Set one up today!

• Focus on building relationships:

This is, admittedly, generic advice, but it is appropriate in nearly 100% of all cases. Create a community of believers, and ensure the connections are genuine, not transactional.

• Personalize your approach:

Speak the language your audience speaks. Talk about the things keeping them up at night. Share content and interactions that each audience segment is craving.

2. Embrace a Value-Driven Approach:

The value you provide is determined by your audience, not you. Remember that.

• Focus on what customers need, not just what you want to sell:

Don’t over-rely on the things you know. Understand the customer’s pain points, aspirations, and desires, and provide the solution, even if you don’t benefit financially.

• Offer valuable content and experiences:

A wise mentor of mine told me that you cannot give away your best advice, because you have not generated it yet. Let that sink in for a minute. Share helpful insights, thought-provoking content, and engaging experiences that go beyond selling.

• Create a memorable brand:

Infuse your brand with personality and create something that resonates with your audience while authentically reflecting your business.

3. Get Creative and Innovative:

• Experiment with new channels and formats:

Don’t be afraid to try new things and explore different ways of reaching your audience.

• Consider unconventional marketing tactics:

Some rules were meant to be broken; break them. Sometimes, the most effective strategies are those that break the mold.

• Look for opportunities to collaborate:

Partner with other businesses or influencers to expand your reach and access new audiences. Make sure you choose your partners and collaborators wisely.

4. Reflect on Your Strategy:

• Conduct regular audits:

Evaluate your current marketing efforts to identify what’s working and what’s not. Put a fresh set of eyes on it if you don’t see any opportunities for improvement.

• Seek feedback from your audience:

Ask for input and opinions from your audience, and factor that into your strategy.

• Don’t be afraid to make changes:

If something isn’t working, change course! Nothing hurts a business more than knowing something is broken but not wanting to invest in the changes you need to make.

5. Leverage Strategic Insights:

• Engage in high-impact consultations:

We often think that consultants are too expensive, but rarely consider the cost of making successive mistakes. Calculate that cost one time, and you will quickly see that these consultations are a very worthwhile investment.

• Discover actionable insights:

Industry expertise usually leads to faster discovery of actions that will improve your results. Partnering with trusted industry-specific advisors can be one of the best actions you can take.

By following these five steps, you can move beyond the tired advice, and create a marketing strategy that ignites the growth of your business, revenue, and brand.

Do you have other questions about how you can create a more effective marketing program? Let’s talk!