Einstein (supposedly) said, “The definition of insanity is doing the same thing over and over again and expecting different results.”
Believe it or not, this applies even to your marketing efforts. If you’re in charge of the marketing for your company and aren’t getting the results you’re expecting, it’s time to try something different. As the go-to marketing person, it’s your job to push the boundaries in everything you do; if you work with another marketing firm, it’s your job to be open to new suggestions. Otherwise, you’ll fall into the proverbial revolving door (not somewhere you want to be).
Here are 3 reasons to push the boundaries with your marketing efforts.
Sets you apart from your competition
Perhaps the number one thing business owners want is to look different from their competition. The “how” is the difficult part – we often think, “If it’s working for them, it’ll work for me.” But that contradicts your effort to stand out from the competition.
Being different from your competition is also critical in how people find your company. Google’s algorithm changes every day – but because the changes are rarely made public, it’s difficult to know the best way to be found. Here’s where pushing the boundaries comes in again: it makes you different from your competition and therefore changes the way Google sees you and therefore you’re more likely to get noticed.
Not everything you try is going to work, and that’s ok. It’s a learning process – and if you don’t take risks, you won’t get the rewards. As long as you closely track the results of your risks, you’ll know what’s having a positive or negative impact; based on that data, you can tweak the strategy to fix problems that arise. No new thing is going to be the be-all-end-all marketing strategy.
Builds trust with your boss
You might need to build trust with your boss before pushing the boundaries, but in some cases, it’s a great place for trust to begin. It depends on the company’s – and your boss’s – personalities, so we’re not telling you to make a crazy, boundary-pushing strategy move before the more rational marketing moves. (This is similar to the risk-reward idea; if the risks are successful, your boss will give you more freedom to keep pushing the boundaries.)
If you have trouble convincing your boss that risks are ultimately smart moves, talk to them about doing an A/B test. It’s an easy way to compare your new idea to what you’re already doing and can ease them into trying new things without feeling like they’re putting all their eggs in one basket. Once you’ve built trust, you might not even need approval for your risks.
Smart businesses don’t want to look like their competition, but they may have trouble figuring out how to be different. Your marketing can be exciting – B2C or B2B – if you’re doing it right, and don’t be afraid to push the boundaries to get it that way. And remember: pushing the boundaries doesn’t have to be drastic; sometimes less is more.
Not sure how (or how far) to push the boundaries? Drop us a line or give us a call – we’d love to help.