The power of focus is easy to understand, but harder to practice. “We don’t want to leave any potential customers out!” So you avoid making a choice. However, a broad offering to a broad audience does not equal greater revenue. Focusing on your core strengths and target audiences is a better way to win. Here are five ways to focus, using our own digital ad agency in Atlanta as an example.
1. Define Your Best Customer
Our Example: Regional, High-Culture Consumer Brands
We specialize in regional, high-culture consumer brands, not so much with the B2B, and not overreaching for that national glamor. Our clients know we’re damn good at it.
Your Takeaway: Commit to a narrow audience that wants your what you’re best at, to differentiate yourself from competitors and nail product-market fit.
2. Prioritize Quality Over Quantity
Our Example: Focusing on One Client at a Time
We focus on one client at a time during our quarterly campaigns, ensuring undivided attention and high-quality service. Revenue, case studies, and testimonials ensue.
Your Takeaway: Prioritize quality over quantity to ensure each sale is executed well, to build your rep and get referral sales. Fire sales erode longevity. There will always be buyers for quality.
3. Leverage Your Strengths
Our Example: Video-First Campaigns
We excel in video-first campaigns, using video to engage audiences effectively. We don’t do experiential design, trade shows, PR, or jingles. (If you need that, we know people.)
Your Takeaway: It’s tempting to expand your offerings, but often better to build on your strengths and do that better than anyone.
4. Be Data-Driven
Our Example: Insight-Driven Creative
Our campaigns are driven by consumer and media insights, ensuring effectiveness and creativity. We’re not asking you to trust us as we play for vanity creative awards.
Your Takeaway: Ground your business in evidence. Use data to understand how your decisions will likely play out. Learn fast and cheap, then invest in what works.
5. Avoid Unnecessary Complexity
Our Example: No Bureaucracy, No Soft Conversion Campaigns
We have no “B” team. Our clients work with us as individuals. And … we’d rather drive 100 transactions than 200 “likes.”
Your Takeaway: Aim for fast, smart teams, not slow zero-risk processes. Don’t get distracted by ancillary metrics. Simplify your processes and focus on what truly matters. Let’s go.
How would you apply these tips to your brand?
By focusing on your unique strengths and simplifying your processes, you can build a stronger, more successful brand. Don't try to be everything to everybody. Be the best at what you do. Remember, mastery at one thing is better than mediocrity at many.
Comments