Last week on the blog, I wrote about the importance of marketing your business. If you’re like me, and not built for sales, this concept can be overwhelming at best and the last thing on your list a worst. We live in a very noisy world. With the advent of the internet, we are constantly bombarded by information. You used to build your customer base with face to face contact, but now you can reach more people without leaving the office.
However, the downside to this access is that authenticity in business marketing is becoming a rare art form. Customers now get to navigate experts who don’t know how to communicate clearly and concisely. On the other end of the spectrum, we are inundated with marketing filled with sales pitches that are full of fluff and very little content. The new marketing has created a jaded reception to any kind of marketing. It is becoming increasingly important to clearly communicate what you do and how you do it better and more authentically than anyone else. Bells and whistles no longer suffice. Telling your story authentically is becoming the paramount ingredient in successful marketing. So, before you do anything else, put some time, thought and effort into creating a marketing strategy. I guarantee you will not regret it. Here are some practical tips when putting this strategy together:
- Do use social media. However, do not feel like you need to have a presence in every social media platform that exists. You will soon become overwhelmed by maintaining your presence on all platforms. Pick a platform where you know your customers frequent.
- Do have a website or landing page. Do not spend too much time, effort or money on creating one. Most consumers do not legitimize you by your website. They legitimize you by your activity and presence.
- Do consult an expert. You don’t have to go far to find companies that can advise you on how to begin and how to maintain an effective marketing campaign. Experts come in all price ranges and you can easily find a webinar to educate yourself if you don’t have the cash flow to fund this initially.
- Finally, do write it down, calendar it out and measure its success. Be prepared to tweak it monthly or even weekly depending on the feedback you are getting from your customers.
Remember – marketing is essential for growth. Without marketing, your business will not grow.
How you market is up to you. Let go of your expectation to do it perfectly.
Just start.