Marketing your brand these days, especially when selecting your marketing strategy seems to be getting more complex which is not a good thing.
To have a thriving profitable business, sometimes the most strategic option is to not embrace what is happening and do the opposite.
In this case give complexity the flick and embrace simplicity.
And this idea was reinforced over Christmas eating Lindt chocolate.
Lots of it.
Chocolate has been their specialty since 1845. To me their range of premium chocolate and all they do says they have a great hold on the concept of simplicity as well as focus.
And as other companies have found it is difficult to compete against this brand.
Embracing simplicity can actually be done at any stage with your business. Whether you are starting out or have been around for a while.
Your Products or Services
This starts at the core of what you offer. If you offer a range of products or services across categories you can be up against businesses that specialise.
These specialists have in depth knowledge and expertise. To compete against them you need to use more time or money to get up to their level to compete effectively.
And this adds complexity to your business.
Your Marketing Strategies and Tactics
Continuing on the simplicity concept the more marketing strategies you select to achieve your objectives the more complex your marketing can become.
And the reason is you need to then select and implement more tactics to support the strategies.
There will always be new ideas floated around or the new tools you must use or networks to be involved with but if you go after each one again it adds complexity.
Your Processes
Making it simple for customers to interact, buy and have a strong relationship with your business is a no brainer. If your processes are complex then it makes it just that bit harder for your customers.
If you could simplify even a few of your processes it may help you achieve a competitive edge.
So now over to you. Are you embracing simplicity to have a thriving profitable business?
Hi Susan,
I totally agree with this post. I finished the Steve Jobs bio over the Christmas period. He was adamant about keeping everything at Apple simple – the products, the design, the meetings, the office layout, the project teams. Steve Jobs knew that once you started to make things complicated, nothing worked very well. I don’t think anyone could argue with his success.
Thanks for a great reminder in the new year.
Hi Sarah,
Sometimes I think we don’t even realise that we are adding complexity until it is too late.
I was thinking of buying his book. Is it worth the read? And I agree about his success.
Thanks for coming over and commenting.
Susan Oakes recently posted..Smart Marketing Strategy, Give Complexity The Flick
Hi Susan,
It is worth a read. I don’t own any Apple products but I’m a big fan of Jobs. I started my working life in the early ’80s in IT. The very first personal computer I saw was an Apple. Jobs was a charismatic character in our industry even in the early days.
The book is well written and gives a very balanced view. I was impressed with it. Steve Jobs has his detractors and the book doesn’t flinch when describing why.
More than anything, it should be required reading for anyone in marketing. Like Bill Gates, I think Job’s genius wasn’t for technology – it was for marketing.
Thanks Sarah. I will put in on the list to download onto my Kindle.
Hi Susan
Absolutely right Susan, I think complexity can kill businesses over the longer term.
The more working parts you have the more potential for things to go wrong and bring the whole machine to a grinding halt.
This applies not only to your marketing strategy, but every area of your business.
I bought a couple of products over the christmas break, and the hoops that I had to jump through were not user friendly thats for sure. I couldn’t help wondering how many people abandoned their buying process simply because it was far too complex.
Hope you didn’t OD on all that chocolate
Jackie recently posted..A Tool To Remove Repetitive Tasks In Your Online Business
Hi Jackie,
Very true about more working parts and simplicity does apply to all aspects including employees. I wonder why they don’t realise that hoop jumping is okay for kids but not when buying. Perhaps they never tried to buy from themselves. That is why Amazon is smart with their 1 click buying technology.
I didn’t OD and true chocoholics would probably laugh as lots for me is about 4 pieces at once
Seems like you and I have the same idea of “lots of chocolate” I’m much more of a cheese and wine gal myself, and I certainly had my share of that over the Christmas break
Jackie recently posted..What percentage of 39 Million would you like?
So am I Jackie and good to see you enjoyed them over the break.
Susan Oakes recently posted..Smart Marketing Strategy, Give Complexity The Flick
Really nice article! A great architect (Mies van der Rohe) said: “Less is more”. Simply is clever:) btw Lindt is my favorite chocolate, too;)
Hi Cindy and thanks for adding that phrase as it is so true. Lindt is the best isn’t it.
Susan — your topic is right on. One of my goals this year is to simplify. I’m pretty clear about my service offerings. But I need to simplify my marketing channels. It’s almost impossible for an entrepreneur to be active equally on all channels, i.e., LinkedIn, Twitter, Facebook, etc. We need to remember — at least I do — that social networks are a means to an end and not the end themselves. We need to get offline and in front of prospects. I’m fortunate because I live in New York City with loads of prospects within walking distance. Just because social media is so “hot” doesn’t mean that we should neglect the proven techniques like networking and asking for referrals.
Jeannette Paladino recently posted..Bloomingdale’s is Writing a New Script for Winning Customer Loyalty and Satisfaction
Happy New Year Jeannette. I think many would agree with you about the channels. One thing I am using to decide is to ask myself the question “would I be here if I had to pay?” It is great you have a ready pool of prospects and good reminder about offline. All the best with it and let is know of your successes so we can learn from you.
Susan — a light bulb went off when I read your question “Would I be here if I had to pay?” That is a question I’m going to borrow because it really goes to the heart of the matter. Thanks!!
Jeannette Paladino recently posted..Bloomingdale’s is Writing a New Script for Winning Customer Loyalty and Satisfaction
Borrow away Jeannette
Thanks for another reminder Susan – I am working at simplifying my business (life) too but dong it in baby steps as that is simpler than facing everything at once.
I agree with Jeanette – it is not just simplicity in how things function but simplicity in the number of options (whether that is social media channels or marketing outlets or blogs to read). More options gives variety and a wealth of advantages but the clutter can be overwhelming and distracting.
Lindt is not just simple – they are quality. I couldn’t eat just 4 pieces of most chocolate but Lindt’s flavour and quality means I savour it and can eat less of it (so there’s more for later!)
Tash recently posted..Building a happy new year
Hi Tash,
Baby steps are the way to go. Lindt is certainly quality and I guess that is one reason why they just specialise in premium chocolate. I like your reasoning how you eat it
One reason I love comments such as yours and the others is that they make the article so much richer. Thank you.
Smart Marketing Strategy, Give Complexity The Flick | M4B Marketing…
Marketing your brand these days seems to be getting more complex which is not a good thing. To have a thriving profitable business, sometimes the most strategic option is to not embrace what is happening and do the opposite. Eating Lindt chocolate prov…
I think the best way to get rid of competitors is to find your niche and be the best one in it. Don’t try to catch up with them in their field, invent something they don’t have and even can not imagine
other words find a white spot in their power
Hi Emily,
Like your words “don’t try to catch up with them”. It is good advice to follow.
Thanks for your comment.
Susan Oakes recently posted..Profitable Business Through Specialisation
I agree. Simple is better and getting to know your customers and their needs. Nice post, very useful too.
John recently posted..Sherlock Holmes: A Game of Shadows
Thanks John
Susan Oakes recently posted..Profitable Business Through Specialisation
Hi Susan, I agree that simplicity is important. The easier we make the user/potential customer experience – the better. Haven’t you even been on a website where it is almost impossible to figure out either 1) what the heck they do, 2) how to get in touch with them, or 3) how to make a purchase? I also agree with Jeannette in that it is almost impossible to be everywhere all the time. We have to focus on only those channels that give us the maximum return. The social networking arena is definitly not “simple”.
Julie Weishaar recently posted..How to Use The 16th Way to Leverage Your Linkedin Account
Hi Julie,
I certainly have seen those websites. The social area is not simple and it isn’t practical to try and be everywhere especially if you provide services.
Susan Oakes recently posted..Smart Marketing Strategy, Give Complexity The Flick
Susan, This is the perfect time for me to be reading your post about simplifying our business. Your recent post on specializing really hit home with me and I am working to clearly define what my specialty is. While I’ve been doing that, I’ve been trying to simplify many of the tasks that have been consuming much of my time. I don’t want lack of time to be an excuse any longer for not accomplishing everything that I want to do. I’m so serious about this I just wrote “simplify” on a post-it note and hung it in front of me.
Sherryl Perry recently posted..How to Balance Traditional and Social Marketing Strategies
Hi Sherryl,
I like the post it note idea and sure it will help you take the steps to do it. One thing I have decided to do is not look at any new tools unless they have been proven to be better than the ones I am using.
I bet when you decide on your speciality you will be even more in demand
This year is all about “less is more”. It’s a tactic I apply to my design work and now I’m putting it to work for my marketing. Something as simple as adding in a contact form on my site will make it easier for people to inquire about my services. I have some big plans, but their execution will be quite simple. Great post, Susan.
Dennis Salvatier recently posted..A Brand Doesn’t Need To Be Eye-Catching
Hi Dennis,
All the best with your plans and sure they will be winners and as you pointed something as simple as a contact form can make a big difference .
Hi Susan,
I agree it is best to keep it simple – simplicity sells. Because digital marketing is both complex and dynamic I need to package and repackage what I offer as well as share the value of what I offer in layman’s terms. This is my biggest challenge right now. Thanks for the advice.
Catherine Lockey recently posted..Corporate Content Marketing for Best in Class Results
Hi Catherine,
Layman’s terms sounds easy doesn’t it but it can be a little challenging to do. I am sure you will rise to the challenge and all the best with the packaging and repackaging.
Also agree with you Susan. Simplicity is key to success.
People either complicate or simplify and unfortunately the one into complexity make life difficult for everyone around them. Complicating for your customers is dangerous and can be the difference between success and failure.
But I have noticed that for people who complicate things it’s very difficult to change . They should read your article and have a sincere go at making it easier for themselves and their customers.
Catarina Alexon recently posted..Would you like a Golden Ticket at Goldman Sachs?
Hi Catarina,
That is a good point about people who complicate things. Maybe it is a case of not wanting to acknowledge it or don’t know how to simplify.
Thanks for sharing your thoughts.
Hello. I wanted to give you a note to verbalize my thankfulness. I have been watching your blog posts for a month and have got a ton of excellent tips and appreciated the way you have built your web site. I’m going to make my blog however I feel it is too general and I need to concentrate more on particular issues.
It is great to learn that simplicity is better than trying to come up with a complicated strategy without having the knowledge necessary for it. I like the simplicity of your website design, too, it makes it easier to find information in it and perceive the highlighted bits. I really dislike it when a website is so flashy that in the end you cannot decide which information is important and which isn’t, and you get lost mentally.
I look forward to reading more posts from you!
Best wishes, Leonard
Thank you Leonard and have to say I love simplicity as it has benefits for all.