The "What We've Always Done" Marketing Strategy
For today's article I want to talk about something that severely hinders a businesses' growth potential...
"What We've Always Done" Marketing.
You see, it's well known that as a business grows, there are different things needed; from a roles perspective, from a systems perspective, from a cash flow perspective. And businesses tend to focus on these things to facilitate the next stage of growth.
But how does marketing play into that puzzle?
You see, just like in the other areas, "what got us HERE, won't get us THERE". But somehow, this belief never reaches marketing.
So, we keep doing the same things.
And we get stuck.
So, let's explore the risks of "What We've Always Done" Marketing, and how we can fuel growth with something else.
Know The Source
First of all, it's important to know WHY you chose the original marketing strategy you're using. Was it because you read it in a book? Because all your competitors do the same thing? Because an internet "guru" told you that you should?
Be honest now.
Because if you're not honest with yourself, there's nothing to learn in the rest of this article 😉
If the source is something that originated OUTSIDE of your business, it will NEVER take you where you're going. Because it's not meant to. It's just a reflection of something someone else has done.
Which is only relevant for the original business for which it was created.
Because your Brand DNA is different. And in order to grow, YOUR Brand DNA needs to be reflected in your marketing strategy.
Choose Your Destination
Now, you may think we've shifted away from the marketing conversation by talking about business goals, but marketing's job is to initiate movement towards the goal via revenue. So, your destination is 100% important.
It's possible that your "What We've Always Done" Marketing is taking you towards your goals. But if it was, you probably wouldn't be reading this article.
The thing is, at different stages in your business, the goals are different.
In the Start-Up Stage, you're likely focused on securing first customers.
In the Foundational Stage, you're likely focused on systematization.
In the Scale-Up Stage, you're likely focused on your growth.
In the Maturity Stage, you're likely focused on staying competitive.
The goals are different at each stage, and in order to move to the next stage, the marketing needs to match the goal.
After all, marketing that allows you to find your first customers, may NOT be the same as what you need to stay competitive.
Let's look at a personal, human example.
I'm starting in Calgary. There are a few different places I want to go:
To Drumheller (a local favorite of ours)
To New York City (because I've been there before and it's awesome)
To Angkor Wat in Cambodia (top of my bucket list)
Now, would I travel to each of these places the same way? Heck No.
The first one I would drive to for the day. The second? Fly for a long weekend. The third? Overseas flight for at least a week to manage the time change.
For two of them I fly, but the context is still much different.
And it's the same from a marketing perspective.
A "flight" might be a social media post, but how is it getting you to your target destination?
Embrace Your Changing DNA
When you started your company X years ago, you were likely the only employee. And as your company has grown and changed, two important things have contributed to an evolved Brand DNA.
YOU have changed
Your people have changed YOU
As individuals, we are continually learning new things. Which makes us different than we were 5 years ago. I mean, if you consider yourself growth-minded at all.
And as new people have been added to the team, they add their unique expertise and spice to the equation.
So, if your marketing efforts are reflecting the OLD version of you, they'll only get you the same old results.
This is why brands, even big ones, go through Re-Brands. There's something in the old branding that doesn't match the new vibe of the company. So, we refresh.
But this is more than a logo update project.
This is about refreshing your EFFORTS to match your brand evolution.
Pivoting to "What's Up Next" Marketing
As we've explored, "What We've Always Done" Marketing is usually based in an outside source, is aligned to an old destination, and is an old version of you.
Which can only, best case scenario, deliver what you've already achieved.
It won't take you to the next level.
Now, I'm not saying to throw everything away.
What I am saying is, keep what's working and get rid of what's not.
And it's not that what you're doing WASN'T good.
It was.
It just isn't any more.
And if we stay stuck in that, if we stay stuck in "proving" we were right, we miss all the opportunities in "What's Up Next".
Honestly, the shift is as simple as switching the intention from "maintenance" (especially maintenance of a program that's NOT contributing to your funnel) to "growth".
If you haven't been able to reach that next stage of growth, your marketing is a contributing factor. Don't hold yourself back by forgetting to explore what's up next for that piece of your business 💖
If you're ready to explore, let's chat.
