Do you make these marketing mistakes in your business?
Most small businesses are guilty of several of these mistakes... which ones do you make?
Not understanding your purpose, why you are in business in the first place (in addition to making money) – and how this can play a big part in your marketing…
Not truly understanding the problem you are solving or not marketing the solution…
Trying to market to everyone or a broad group of people with different values…
Not being unique or offering something different…
Playing it safe to avoid being judged…
Not talking to your customers enough or ideal customers if you are just starting out…
Not making marketing a priority in your business.
Why these mistakes could be the reason you don’t succeed…
Things have changed. Dramatically.
It’s no longer a matter of taking a product and slamming the market with ads, flyers or a website in the battle for people’s attention.
Marketing should be built right into every product or service you create. Designing something worth talking about in the first place.
It should be a part of everything you do in your business; no matter how small your business is.
It’s likely that most businesses fail because they are focussing on running the business, and not marketing the product/service.
7 steps that can make a substantial difference in your business…
Step 1: Be purposeful.
People don’t buy what you do, they buy why you do it. Know who you are and what you stand for – people want to support businesses they believe in. Create a powerful purpose that truly resonates with your market and take them along the journey with you.
Step 2: Be relevant and compelling to a group of people.
The best way to break through the clutter is to focus on a niche. A specific group of customers that have the greatest need for what you have to offer and who are the most profitable. Cater to the customers who you would choose if you could choose your customers. Ignore the rest (for now).
Step 3: Be different.
It’s not about being the best, it’s about being different. Great quality. Good service. Lots of features. These are all important but they don’t create loyalty. Without loyalty we are left with persuasion tactics. These work but aren’t always sustainable, especially when times get tough. Being safe means being invisible. Being very good is not good enough. You must be unique. You must stand out.
Step 4: Be valuable.
What you solve is more important than what you sell. Understand the core (emotional) problem you solve and the value you provide beyond the physical product or service. The better you understand this the easier it will be to connect with your people – and offer something that truly resonates.
Step 5: Show the benefits.
People make decisions for emotional reasons and then justify with logic. What are the real benefits of purchasing your product/solution? Don’t make your customers work this out themselves, you’ll lose them in the process. Translate it for them so they can easily understand how your product/service will improve their life somehow.
Step 6: Earn trust.
The hardest yet most important thing you can receive from your customers is their trust. You might very well be trustworthy, you will think so, but we’ve all been burned before and we’ve all got a story about why not to trust you. If people don’t trust you, you will struggle to survive. Trust is earned. By understanding the perceived barriers that people face when purchasing a product/service like yours, you can work to lower the risk and create ways to earn their trust.
Step 7: Create a reason to act now.
Just telling them about your amazing product/service is not often enough to get them calling, booking or buying – unless you nail step 1- 6 that is. If you are still in the process of being truly remarkable then take note. Create a reason for people to act now. People can be so close to taking that leap of faith yet so many of us choose to ‘wait and see’. Unless, there’s a reason to act now. Many people are afraid of looking pushy or sales-y and so avoid this completely. But you don’t need to sound like an infomercial - there are more comfortable ways to do this. Plant the inspiration to act in your advertising through compelling offers and limited timeframes and test each appeal to see what works.
The rules have changed. This is great news for small businesses. Small businesses are more agile and have little to lose (although it might not feel like it) and a lot to gain.
Be unique. Be compelling. Be generous. Avoid costly mistakes – make your marketing work. Make it a priority. Make it mean something.
The Step-by-Step Marketing Strategy Workshop:
Stand out, sell more, create customer loyalty and impressive profits…
Proven | Ethical | Affordable | Specific to Small Businesses & Start-ups
Taught over 2-days with an experienced marketing coach, you will dig into each of these steps exploring the concept and then have time to apply them to your business. There are many opportunities to share and brainstorm with the coach and other participants to gain further clarity and confidence in applying these proven steps in your business.