Marketing can often be unnecessarily overcomplicated. The best marketing campaigns are based on simple strategies which have been around forever. Marketing is more than what people think it is. It’s about transformation not manipulation and it is more of a process of developing a mindset that people need to say yes to something they want but can’t do on their own.
Many people think they can set up marketing campaigns and then forget all about them. Automated marketing funnels which run while you’re on a beach somewhere can 100% be made possible, however there’s still work involved. You’ve got to be involved with your customers, have a conversation with them, see what they like, see what’s working and see what’s not and constantly evolve your marketing.
Often times, marketing can feel daunting for a business owner and it does not come easily for a lot of people. If this is you, that’s okay because there are plenty of people out there who can help, including Savvy Business Gals. However, before hiring a company it’s important to understand what your unique perspective, vision and message is for your business so that you can get this message across to other people.
A good goal to have is inspiring more action and more sales with the same amount of traffic. See traffic and conversion are different. Just because you have lots of traffic coming to your business does not necessarily equate to the same level of conversion. Conversion must be solved first, once this is solved you can add more traffic and scale from there.
We refer warm traffic to partners, clients and people who you already know, potentially your own internal audience. If you can’t manage to convert that audience then chances are you won’t convert a cold audience who does not know you as well. Using warm traffic first is a good way to gauge the success of your offer before you begin trying cold traffic.
When you have a live audience, say on Zoom, you can get their feedback right then. You’ll see the expressions on their faces and be able to fine-tune and refine your message in a fast way. Then you can automate it.
But when you try to bypass the process of delivering something live because you want to hide or feel self-conscious, you’re missing out on that valuable cycle of feedback and input.
And the feedback and input is what makes what you do even better because you’re getting to know your customers.
When you get to a point where you have something automated and you’re making money consistently, you have to remember that the world — and online business marketplace — is constantly changing. Your customer expectations are changing, you’re changing, technology is changing and best practices for driving and converting traffic are changing. So you can’t set it and forget it and expect that your marketing will perform year after year in the same way that it performed in the past. You want to be iterating your way to evolving your marketing, so it stays fresh and current.
If you’re in an industry that’s been around for decades, you’ve got to understand that people are used to interacting with that industry and that marketing for a long time. So people are bound to become a bit more skeptical and more sophisticated as consumers, and some of those broad messages and marketing campaigns will no longer work. You need to understand where your audience is in the stages of marketing sophistication and meet them there.
In some ways, this is the first rule of all marketing. Because when you’re boring, people kind of opt-out mentally thinking, that they’ve been there, done that, heard that all before. So you’ve got to dare to have a voice, have a perspective, share your beliefs and stories and create ways to interact with and engage your audience. Be enthusiastic about sharing your message.
You can only speak to everyone if you have unlimited time and unlimited money. Entrepreneurs really spin out with their marketing when they try to speak to anyone and everyone. And the truth is that you probably can help a lot of people. But if you’re trying to speak to all of those people simultaneously, your message won’t speak to anyone specifically. So unless you’ve got unlimited time and money to reach all markets and speak to them in a way that will resonate, it may be better to focus on speaking to a particular niche audience.
This means you’ve…
Because when your marketing feels like you’re almost reading people’s minds, they trust you with the solution.
Now many people speak in generalities but you want to make it personal.
“Speak to YOU,” “YOU know what I’m saying,” “YOU’VE done this before,” “YOU may have had this experience…”
The more you can personalize it, the better.
You can’t assume that you know what’s going to work until you test it. The thing with marketing is that everything is a test. You could have five different pieces of messaging, and you have your favorite angle, but you’re a little bit biased. You’ve got the curse of expertise. This means you resonate with a specific message more than others. But someone who does not have your expertise and experiences may orient toward a different message. So you’ve got to try out your messages to see what resonates with people enough to get them to opt-in or buy.
When you try to stand out and sound like yourself, it can be easy to stand out a little too much and try to get a little too clever. And what happens is people don’t really get what you’re saying. It’s that balance of being unique but not too original or innovative that people don’t get what you’re talking about. You want to land the plane but also land it in a way that has your unique signature all over it. So don’t overthink this. Just use simple words; use common and powerful words when you can. Always, always lean on being clear over clever.
Marketing is essential for your business and hopefully these tips can steer you in the right direction with your marketing journey. If you need more assistance or want to learn more about marketing and sales, why not take a look at the other free resources you can find on the website or book a complementary 30 minute discovery call and find out how Savvy Business Gals might be able to help. Click here to book your call now!