There are really only 2 marketing problems that any company may face.
- You need more customers
- You need your current customers to buy more
That’s it. Every marketing strategy, challenge, initiative boils down to solving those two things. So if those are the only problems, there are really only 3 solutions.
- Get more people to know about you
- Change the minds of people who know you and don’t want to buy from you
- Convince customers that your other products are just as good as the ones they buy from you
Let’s break this down to what you can do.
Get more people to know about you
This is generally the solution that every company turns to first. The typical way to do it is through advertising. Some may use PR. Most also turn to social media now. There’s no real secret here. You need to pay for attention whether it’s in fees to an agency and media or your effort in developing content people will care about.
Change the minds of people who know you and don’t want to buy from you
They have a preconceived notion of you, which leads them to believe that you don’t offer what they want at the price they want it. To remedy this, you need to find out why people don’t want to buy from you and figure out how you can address that.
Convince customers that your other products are just as good as the ones they buy from you
Hopefully this is as easy as cross-promoting your products more. But maybe your customers just don’t feel they need any of your other products. Education is the key to this solution. Seek out as many ways to show your customers how they can use your other products. Consistent communication and a genuine desire to help are the keys.
All of this, of course, assumes that you have a product worth buying. If you don’t, it’s not a marketing problem. So focus on fixing your offering and don’t worry about your marketing.