Don’t Make An Ass Of Yourself With Marketing

No matter how advanced or innovative your offer, your dreams of growth may go unrealized by way of assumption.

Why? As entrepreneurs we’re often so eager to start selling our innovations, we jump right to promotion and advertising with a set of killer assumptions. Our marketing often flounders or fails as a result.

We Assume Consumer Relevance

We make the mistake that potential clients understand the value we represent and how they will benefit from our products and services. As a result, we start our marketing conversations with descriptions and explanations rather than with stories that show benefits. The result is irrelevance, disinterest and financial loss.

We Assume Profitable Sales

We make the mistake of assuming profits when we default to using forms of marketing that have little hope of ever generating a profit, even in a best case scenario. The results are unprofitable sales at best and more likely we experience mounting losses.

We Assume Blue Skies

We make the mistake of assuming that fortune will favor the bold. We believe our untested creative concepts, messaging and design will engage and inspire people on its debut performance. The results are unnecessary risk taking and unrealistic expectations.

We Assume Staff / Supplier Leadership

We make the mistake that marketing leadership can be delegated to others without any meaningful terms of reference. We simply hope our suppliers know what they are doing and then we pay the penalty in poor performance. We end up redoing our marketing over and over as we move closer to our undocumented objectives.

The Sad Truth About Marketing

The results of our assumptions are flashy designs and flowery product descriptions held together with hopes, prayers and our discretionary income. What’s missing are the fundamentals that shape and give meaning and direction to our writing, design and sales forecasts. Missing is our customers’ perspectives and the stories that engage and enroll hearts, minds and wallets.

Why Do We Assume, When Our Risks Are So High?

Impatience and inexperience are the usual culprits, but there is also a gap in the marketing knowledge base at work. The majority of books and articles on sales and marketing offer only bits of insights, out of context with an overall process. Most books seem to assume you are a consumer products marketer, as well. If you’re not (like many of us), what you learn may be inappropriate.

The Bottom Line

If you want your marketing done right, you need to direct the process yourself. This does not mean “do it yourself”.

Directing means:

defining your core values and value proposition
defining your audience and building personas
establishing your core purpose and competitive positioning
detailing constraints and setting targets
committing to a strategic direction and plan
defining reporting requirements
creating budgets and timelines
These are the foundation stones that you build on and grow into.

Where Can Entrepreneurs Learn Marketing Leadership?

The leading institution appears to be The School Of Hard Knocks. However, if you look hard enough you can find mentors, a marketing coach or a Fractional Director of Marketing, ideally with a program to follow. Otherwise your options are limited to market accelerators that typically focus on high-tech consumer product companies. If you don’t fit the consumer products mold, your options are limited.

Ready To Step Up And Lead?

Don’t get caught in the assumption trap with most of your peers. Don’t assume your consultants and staff took care of everything for you; they can’t do it without your leadership. Now is the time, to step up and lead your own charge. It’s time to build your “platform for earnings growth” instead of just designing cool graphics and websites.

What Are the Evolving Opportunities for the Players in the Guidewires Market?

As the number of surgical procedures increases in the future, the demand for guidewires will also witness a surge. During catheterization, either as part of a diagnostic or surgical procedure, a guidewire is pushed through a vein or artery to the desired organ or tissue inside the body. The guidewire is then used to ascertain the path the catheter is to take through the body. After the catheter is inserted, the guidewire is pulled out. Unlike the past, people are now opting for surgeries to prevent disability and save their lives, as such procedures have become advanced and more accessible.

Access Detailed Report – Guidewires Market Revenue Estimation

Keeping in tune with the increasing number of surgical procedures, the guidewires market growth during the forecast period of 2018–2023 will be driven by an increase in the demand for minimally invasive surgeries (MISs), growing prevalence of chronic and lifestyle-related disorders, and favorable reimbursement scenario.

Governments worldwide are working toward decreasing the mortality rate in their nations. To achieve this goal, developing countries are spending more on healthcare, while developed nations are taking multiple initiatives to reduce the burden of hospital-acquired infections (HAIs). The increasing expenditure on healthcare in emerging economies can be witnessed in the rising number of percutaneous coronary interventions (PCI) in India. As per an article published on the National Center for Biotechnology Information (NCBI), in 2017, “A total of 3,87,416 percutaneous coronary intervention (PCI) procedures were performed in 705 centers.” in India.

Considering with these facts, P&S Intelligence states that the Asia-Pacific (APAC) guidewires market will register the fastest growth in the forecast period. This advance will be driven by the rising prevalence of lifestyle-associated diseases, improving healthcare infrastructure, growing geriatric population, surging medical tourism activities, and rising cases of chronic diseases. As per the International Diabetes Federation Atlas, the number of diabetic people in India and China stood at 72.9 million and 114.4 million, respectively, in 2017, and it is predicted to reach 134.3 million in India and 119.8 million in China by 2045.

How to Integrate Mobile Marketing and Email

More than half of the world’s population has a mobile device, and guess what they use it most for? To read their emails! To check their text messages! (Well, straight after playing Angry Bird and other games for hours). So, it’s time for you to enter into this escalating market and take into consideration mobile email marketing!

If the worldwide number of sales of smartphones, all the free apps and utilities are not enough to convince you of the explosive new growth in the mobile market and the business opportunities they open up to you, then I’m sure these text-messaging facts will:

• Globally, there are more mobile phones than computers. In fact, there are more mobile phones than televisions and computers combined!
• Over 2.5 billion text messages are sent each day in America alone.
• 94% of text messages are read within 4 minutes of receipt.

Making use of bulk SMS marketing and email simultaneously has many combined benefits:

-Mobile devices are pretty much always switched on; they enable us to be constantly connected and to get info on the go, in real time. So targeting your buyers and subscribers via mobile devices are the way to go if you want to deliver permission-based, targeted and branded communication to your (potential) clients.

-Bulk SMS marketing is a powerful direct marketing tool, mainly because of its high response rate and because it is easy to set up. Combine bulk SMS marketing with your email marketing strategy, and see your direct marketing campaigns extend to new heights.

-You can effortlessly combine your direct marketing strategy with your SMS sweeps, by sending out quick updates via SMS, and saving your newsletters for more lengthy information.

-It’s quick and easy to send and manage bulk SMS messages from the internet to mobile phones. Use an email marketing company to upload your list of mobile numbers (from Excel or a text file), type your message, and blast it off.

-Use the API provided by your email marketing solution which gives you easy-to-use API calls, and lets you build your own texting services on top of your messaging gateway.

Now that you’re convinced about the powerful platform that can be created by integrating mobile marketing and email, I will let you in on what to do with this knowledge:

• As with email marketing newsletters, only send text messages to people who have actually opted in (permission based).

• Make it quick and easy for subscribers to opt-out from receiving SMS’s.

• Increase brand awareness via text messages.

• Encourage an interactive response via text messaging.

• Save SMS messages for important updates and events. The key to success is to know what to send via SMS, and what to send via email.

• Competitions, coupons, giveaways, and once-off offers are best sent via SMS. Then, further details and prompts can be sent via email. Save money by combining both methods! Send the message once by choosing the appropriate medium.

Therefore, when sending SMS’s, you can exclude the recipients you’ve already emailed; thus saving you money by using the more cost-effective email route for sends.

• Send SMS campaigns from the mobile number of your choice, thus allowing recipients to send feedback directly to you.

• Sign up with an email marketing solution to receive statistics for your bulk SMS sends; this way, you can see who received your message and at what time.

In an increasingly digital world, you need to consider the best option for reaching consumers anytime and anywhere. Consider what they have on them all the time: car keys, a wallet, and a mobile phone!

All your customers have gone mobile, so why haven’t you? Shape your brand image with a mobile-friendly experience. The potential for success with using mobile marketing platforms and email is incredible!