My husband and I recently went to Las Vegas for a wedding and while driving around spotted a Raising Cane’s. Never being the ones to turn down the chance at trying new fast food, we gave it a shot. We pulled into the drive-thru, did a quick scan of the menu and discovered something interesting.
Raising Cane’s only sells chicken fingers. No burgers, no tacos, just chicken fingers. You can buy them in a variety of quantities, you can add fries and a drink, but at the end of the day, you’re going there for some chicken fingers. And they are damn good at what they do.
We often consult with clients who are concerned that their marketing isn’t moving the needle. They’re doing everything. They’re on all the platforms, they’re developing content that speaks to multiple audiences, they’re throwing everything at the wall and nothing is sticking.
Our advice? Streamline your marketing efforts so that you’re consistently selling the same thing to the same audience. You can’t be all things to all people. Focus at being the best at what you do and tell that story to a targeted audience in a way that they care about. Then do it again. Over and over. This will mean alienating some people. It might mean not being on every single social media platform. But in the end, you’ll have a streamlined, targeted marketing strategy that actually converts. There’s no substitute for that.
written by Nailah Blades, Founder & CEO of Wylie & Co.