If you're frustrated with your online marketing, it might not be your marketing that's the problem. Without a solid position for your firm, you're just not going to gain traction. Watch to learn the three keys to an effect position.


Do you have a position for your firm? Is it clear and focused enough?

Hi I’m John Durso, President of Crosshatch Creative, and this is Be Bold Be Smart a video series all about inbound marketing for consulting firms.

Today we’re going to talk about positioning your business for success in marketing. If you don’t have a solid position, you’re not going to gain traction at all. And so what does a position mean? Picture a batter stepping up to the plate. He’s flat footed, and just kinda standing there and trying to hit the ball. Well, there’s a very low likelihood that he’s even going to connect and even if he does, it’s not going to do much.

Now picture that same batter who has a proper stance and steps up to the plate. Now he’s got potential.

The same applies to your consulting firm. If all you’re doing is just what you know how to do or what companies are asking you to do saying hey we’ll give you money if you do this for us. Then you don’t really have a position - you might have a business but it’s going to be very hard to gain traction for that and to grow that if you don’t know what you’re doing.

So we’re going to talk about the 3 key factors to a good solid position that you can grow from.

#1 Be different

If you look and sound like everyone else, then you get lost in the sea of your competition. Marketing thrives on getting noticed, and being different is a great way to do that. Now sure you may deter some people who don’t like the way in which you are different. But if you really are different that way and you’re really being authentic about that then they’re probably not a good fit for your firm anyway and you’re not deterring business that you should take on.

Now on the flip side people that resonate with your personality and whatever your brand is putting out in that different way if that is authentic, then they’re a great fit and they’re going to be more attracted to you than if you were blending in with the crowd. In fact they may not have even noticed you. So that’s number 1 - be different.

#2 Be Focused

Being focused is how a consultancy goes from being a choice, to being the choice. Being focused can take on several different forms you can focus on an industry, you can focus in a specific service that you offer or a role that you support in a client’s organization, or even a specific geographical location. Being focused helps clients make the choice of your company versus a generalist who does everything but not really specifically what the client needs.

And it’s also a great way to focus your marketing and sales efforts and get more bang for your buck there.

#3 Be Relevant

If you’re not relevant, you don’t have a business. So when you’re specializing and focusing and being different, make sure that everything you’re doing there still has a market that wants what you’re offering. As you’re doing this a good idea is to talk to clients and talk to prospects and make sure you’re still remaining relevant as you’re specializing.

This week I want you to look at your current positioning. Is it different, focused, and relevant, is it clear to you what that is? If not, you have some work to do before we meet again next week.