I know as a small business owner, you are wearing a bunch of hats. These simple tips will provide you with an easy to implement strategy to ensure that your marketing isn’t part of the problem. Small business leaders are frustrated with their marketing results. Let’s face it, with so many advertisements and so many companies to choose from, it’s hard to stand out in the crowd. How do you make a difference?
If you feel like you’re simply throwing money at your marketing and your left scratching your head as to what to do next, then this message is for you. The problem isn’t really that your marketing efforts aren’t working, the problem for most small businesses is they are simply confusing their customers.
If you want to create an effective marketing campaign, then your message has to be clear. You need to define a core product or service that you want to market, and you need to clearly explain how that product or service will help people solve a problem they are experiencing.
A clear message
In order to sell your product or service, potential customers need to be able to see that you are a leader in your industry. Your customers are looking for a solution to their problem. It’s important that you are able to clearly communicate your purpose and can clearly articulate that you understand their problem.
Start by choosing only one product or service to focus on. Then define who it is that needs that product or service. Next, determine what problems are they experiencing that cause them to search for the solution you provide.
By defining these, you will be able to create a clear message that can help you avoid being part of the noise and stand out. You will be speaking directly to your audience in a way that makes them feel important and that you actually understand their needs.
You can sign up for free at www.mystorybrand.com and get started using the BrandScript tool to create a clear message that answers these questions. The BrandScript will also provide you with a messaging filter for all of your marketing collateral ensuring that your clear message is consistent throughout your team, your marketing and more.
Call To Action
Now that you have a clear message, it’s important to define the goals you want to achieve when you deliver that message. What is the 1 thing you would like your customers to do when they see your message? Is it to buy your product or service, to schedule an appointment or call with you and your team?
Your call to action should clearly define what it is you want your customers to do. If you are offering your customers too many options, then you’re confusing them and it’s costing you money. If you’ve ever been to a restaurant with 20 entrees to choose from, then you can probably relate. There is a reason the nicer restaurants offer limited selections, to make the experience as pleasant as possible.
A simple clear call to action should be the obvious choice for your customers, whether it’s in an advertisement, on your website or on print materials.
For your website, the call to action should be part of the first thing I see and the obvious choice for me to press in order for me to engage with your business. I encourage you to take just a few minutes now to implement this simple strategy and I know you’ll be pleased with the difference in conversions.
Strategy
I’ve spoken with a lot of business owners who all have a similar question. With so many options to choose from, how do I know what’s right for my business? I get it, it can quickly be overwhelming and then we end up with a mess, too much to keep track and it’s costing a ton of money.
You can eliminate a bunch of stress with your marketing by simplifying your strategy.
Website
Be sure to clearly communicate your purpose and that your call to action is clear. Images should portray success as a result of using your product or service.
Create a lead generator
A lead generator could be as simple as a free download that aligns with your purpose, a simple quiz, or offering something in exchange for your customers email address.
Create an email nurturing sequence
A simple email series of 4-5 emails that offers to add value to your customers, build trust and onramp them to your product or service.
Sales letter
After on ramping your customers to your business and demonstrating your ability to add value to their lives, close with a sales letter and a clear call to action.