Let me guess: As a Business owner, you’re doing everything right. Your cake-pops are delicious. Your cleaning service can make anything look newer than new. Your personal-training program can transform a third-time stay-at-home mom post-pregnancy and after enduring a strict regimen of morning talk-shows and daytime wine. Respectfully, you are the ish. But what if I told you, your ability to consistently attract new customers to your storefront sucks? You could debate with me, but first let’s evaluate where you stand on the following frequent business marketing deficits.
- You don’t have a consistent, recognizable logo to represent your brand, product or service. When you made the decision to start a business, apply for that open marketing position, or generate support for a new found cause, you decided to tell the world that your product or service was different. So be different! Without a recognizable and unique logo to associate with your brand, consumers won’t be able to pick out your brand in a vast sea of others offering similar services. So don’t get flooded out! Get a logo and start branding everything with it.
- You avoid using social media or don’t post at least once per day. We get it you don’t have time to fool with facebook and Instagram or (insert trending app here) but as they say “there’s an app for that.” Take advantage of Facebook’s Post Scheduler or a number of other social media post scheduling apps (we like hootsuite). Schedule a time each week to conjure up some creative content for your brand and pick the best times to reach your target audience. Also, be sure to post at least once per day to consistently grow your fanbase and engage the ones you’ve already got.
- You don’t… have a blog?! We get it, you’re moving and shaking and who has the time to write a blog, and you’re not a writer, and blah blah blah. Look: blogging is one of those things like social media, that’s proven to generate long term results for your business or brand. When a potential consumer has access to your blog you are given the opportunity to demonstrate your business’s expertise and validity, thereby establishing your online credibility. Even more importantly, you are producing positive online search results for your business. This means when a consumer searches your Business’s name online they will be flooded by content you created. Therefore you are able to control your brand’s online reputation and own your digital space. Check out this great tutorial on “Why Blogging Makes Cents!“.
- You take horrible selfies. Just kidding, but something like that. I can’t stress enough how important visuals are when it comes to post engagement. No visuals=BORING. At-least for the visually stimulated which happens to be most of us. Another common downfall is when posts include visuals but they lack in quality. For example, if you’re in the catering business and your posts often include images of your prepared dishes, your photo shouldn’t look like something cooked up in the middle-school cafeteria. Presentation is critical. Check out the Top 10 iPhone Photography Tips to change your photo game.
- You don’t evaluate your marketing techniques! How do you know if your marketing strategies are working? Does one ad design for the same campaign get significantly more engagement and conversion than the other? These are things you need to pay attention to so that you’re not wasting your precious (and often limited) ad budget on irrelevant ads that yield little lead conversion. Think of it like this: You get more flies with honey. If your ad doesn’t have the honey you won’t be getting any flies! Most Ad Campaign managers such as Click Funnel or even Lead Pages have a built in split test which compares engagement, and lead conversion rates. If you have no idea what I’m talking about, we explain what Lead Conversions are in upcoming MarketHers tutorials.
- You don’t collect E-Mail Addresses. I mean seriously. Not to be condescending but, what are you doing, bruh? The key to getting repeat business is capturing demographics and contact info pertaining to your customers. When you collect email addresses you are gaining direct access to your customers post purchase. Even if a consumer has never bought a single thing from you, there are ways to get them to drop that golden Email for future marketing purposes.
- You don’t UTILIZE your consumers’ Email Addresses! So you went through all that trouble to collect demographics and email addresses, for them to sit in a spreadsheet? I reiterate: BRUH. Do you know what you could do with that information? The possibilities are endless. Well I wouldn’t go that far but you can certainly do a lot. Your consumer demographics tell you whether or not you are reaching your intended target audience or if you need to refocus on who your target audience is. When you know the demographics of your consumers you can better tailor your content to that audience. Ensuring your product or service is visible to the right audience will increase your lead conversion rate. Tip: Mailchimp is a great (and affordable) marketing automation tool that centralizes your email list and keeps you on top of your email marketing.
Now let’s revisit the question: Does your businesses’ marketing strategy suck? Perhaps you have a logo and social media accounts but why stop there? There’s no point in having social media if you’re not taking the steps to draw your target consumer audience to your product. Similar to a business putting up an “Open” sign on their storefront but never making it a point to actually guide consumers to their doorsteps.
If you’re serious about owning a business and want to see it flourish, then it’s important that you dedicate time to researching your industry and that you build in a marketing budget. After all, you didn’t become an entrepreneur because you wanted to struggle. So stop chasing leads, learn how strategic marketing can catapult your online sales, and watch your business blossom into the legacy you knew it could be.
Want a free Digital Diagnosis for your business? Visit us on the web at www.markethersllc.com.
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MarketHers is a woman and black-owned digital marketing company based in Philadelphia, the City of Brotherly & Sisterly Love.