A company's purpose, mission and vision are the very foundation for its future growth. Without a clear understanding of what that purpose is, who it is here to serve, and how it is best intended to serve them, the messaging communicated through branding and marketing will not be clear enough to target the ideal customer and market effectively.
When it comes to marketing there are a lot of things we "should" do that are "supposed to get us the results we desire for our business. There's the web designer that suggests blog posts minimum twice weekly to increase SEO ranking or daily Facebook, Instagram, LinkedIn or Twitter posts to get more attention on social media, or the latest webinar that tries to convince you that there is only one strategy that works and it's the one you're not interested in using right now.
But the question is … does any of it actually feel right to you? Does what you are being advised to do by “marketing experts” really fit your business, target market and more importantly, does it allow for the most effective expression of the purpose, vision, and mission of your company?
When it comes down to it, your company's message and how you express it through your marketing are what matters. It is your company. You are the one who is working toward the success you desire, not everyone else. You are not working for everyone else and you have to be able to stand by the decisions you make for your company and take responsibility for them in order for them to produce effective results. Only you can do that.
It's not the place of the business coach who advised you, the person who wrote the article you read, or the web designer attempting to help you to the best of their ability to ultimately decide what's best for your business. They are just there to advise you and share their knowledge with you. It’s up to you to decide if you think it’s right for you or not, and the truth is all the suggestions may not be exactly what's right for your business.
The secret to successful marketing is not only following standard marketing protocols, such as blogs, social media, SEO, and analytics data, but it's also extremely important to know that what works successfully for one business may not work for another. Truly successful marketing campaigns start with a very clear understanding of the company's vision, mission, and purpose. Who you are here to serve and how you serve them is an emanation of the clarity of these crucial components of your company's message.
The more you tune into these things, the easier your marketing becomes. Your results will be far better and more targeted overall with a better success rate. This doesn’t mean don’t take other’s guidance into consideration, but it does mean you need to be very discerning about what you choose to take action on and to always do it from the place that's right for you.
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