Finally, I have control

This week I joined the ranks of those who have built their own website.

Surprising really - no more than 18 months ago I found them lacking in functionality and the design choices were somewhat limited.  Back then I already knew I needed more control of my website; I had to have this control if I wanted to make real strides forward in my marketing.

Unfortunately the tools were lacking.

Today, however, things have changed.  Thanks to some clever people they are now much better!

If truth be told, the recent (UK) TV campaign from a well known 'Build your own Website' provider persuaded me to take a look.

And I was impressed!

After a bit of research I realised they had come a long way.  I decided on what I needed and I opted for Moonfruit - it offered me everything I wanted and the reviews were mostly very good.

I'd be lying if I said I wasn't a little sceptical but my stubbornness and the excitement of what I had before me soon diverted my attention!

Here, I could build my own website and it wouldn't cost me a penny until I was happy with it.

The Nitty Gritty

The first thing that struck me was how easy it was to use - no more ‘klunky’ menus and archaic design; this was really quite cutting edge.  OK, perhaps a slight exaggeration but I was pleasantly surprised.

Moonfruit Website Builder - The Local Marketing Business

If you're competent on MS Office and alike you'll soon pick it up. You needn't worry if you're a design novice either, there are hundreds of templates to choose from and you can simply add your text and make some basic formatting changes to start things off.

For the more experienced and if, like me, you're a bit of a control freak, you'll love the 'Drag and Drop' editor - this lets you create your website from scratch and you'll have free rein to do whatever you want!

As with anything, your first attempt may not be the masterpiece you had pictured but don't worry, you don't have to pay or publish anything until you're happy with it.  At least this is the case with Moonfruit, other providers may have different terms so best to check first.  Functionality, plug-ins and add-ons may also vary from provider to provider so pick one that offers everything you need.

Don't be fooled though - you won't be up and running and 'online within minutes' as some advertising may suggest.  If you want something that's personal and tailored to fit your own specific needs you’ll need to invest the time.

The beauty, and the clincher for me, was the ability to have total control of my website - to be able to change it, add to it and reformat it whenever I want.  

Sure, you can change your content with a content management system, but how many local business owners can afford to have one purpose-built?  

Now, I can add and change the content and the design - I can move things around and I can react quickly to the ever-changing needs of my business.

I'd also rather avoid having to call on my designer and host-provider each and every time I want to make a design change to my website - all of these costs add up and could be better spent elsewhere.

Pricing

The pricing is quite reasonable - Moonfruit 'Standard' is the third of five pricing levels and for £8 per month I can build up to five websites with an unlimited number of pages.  As an example, you can see the Moonfruit pricing options with functionality here.

All in all it's a big thumbs up.  But I'm a realist.  Time will tell and I'll soon find out if there are any issues or real downsides.  For now, it's the right platform for my business but I'll be sure to keep you posted.

One thing I know for sure; my business will grow quicker as a result.  I now have the freedom to try and test new things and with that comes a new wave of excitement.

If you don't have the time or expertise to do this yourself, get someone in to help but please don't pay them the earth.  If you would like a comparative quote do get in touch - I'm probably the best value for money for this type of work today.

Finally, each business is different and has a unique set of challenges.  In marketing it's never a 'one-size-fits-all' and these platforms won't suit everyone.  That said, from what I've seen and from what I know about local marketing, in time, building your own website could soon become the norm for the local business owner.

These tools give the business owner and marketer a real chance to take back control of their marketing - that can't be anything but a good thing.

Can I Help You?

With over 14 years experience, I can help you make the right marketing choices - irrespective of your business, your target market or your budget.

All of my work is covered by my Guarantee - so what have you got to lose?


Get in touch: paul@thelocalmarketingbusiness.co.uk

Win my Time - Click the image to find out more

Twelve ways to turn your products and services into compelling content…

…whilst simultaneously simplifying your social media, blog, e-mail and direct marketing strategies

Why do this?

In business to business marketing you need to:

• attract and engage prospects,
• capture their interest,
• build long term relationships

Let me show you 12 ways to turn information about your products and services into one well-structured piece of content, which can:

·    be used across multiple marketing channels,

·    grow and develop your social media following, and improve their engagement,

·    increase the number of likes and shares on your business social media,

·    organically grow and develop your e-mail strategy and your prospect list,

·    deliver more targeted and successful direct mail campaigns,

·    grow and develop your business blog.

All in all, this will simplify your marketing!

Step one - plan your attack

First, write down the main products and services that you offer.  Prioritise them by importance to you.  For example;

• Which will deliver the biggest or quickest return?
• What business area needs the most growth?
• What will attract the most interest from prospects?

If you have a number of target markets, focus on just one to start with.  Once you’re comfortable with the process you can replicate it accordingly.

Step two: find the compelling R2R

Whatever you write, it needs a compelling reason-to-read (R2R). If the reader’s response to your piece could be “so what?”, then look for a better topic. Your first thought was probably not worth writing about!

It always has to be worth the reader’s time (to read it). The knack is finding a way to position the content in a way that makes them feel they have received something of value.

Now, from your list, take the top, most important item.

• go through the list of the twelve approaches that follow, and find the one that gives your prospect the best R2R.  

In the examples that follow it’s done by sharing interesting and compelling content that should enrich the life of the prospect in some way.

The twelve approaches

1. Recent changes in legislation or law: Write about any recent or imminent legal changes affecting your product or service, if that has an important effect on your prospects. Position your business as the experts.

2. Relevant and interesting news: Research some interesting and relevant news relating to your particular product, service or industry and deliver it in a fun and creative way. Position yourselves as the people ‘in the know’.

3. How to choose which thing to buy: Help the prospect through the process (impartially) by providing a guide to selecting the right product or service you offer. Be balanced, let them decide, and position your business as giving good advice.

4. Show how to DIY: Empower the prospect to do it themselves (as this article does!). Give them enough information to have a go, chances are when they get stuck, it’s you they will call. Position yourself as approachable. 

5. Discuss “what’s right for you”: It‘s similar to (3), the ‘how to choose’ approach, but suitable when you face a range of competing channels. Discuss what product or service delivery channel is right for them personally. This can be done by size of business, location, industry type, etc. Position yourselves as confident, enough not to need to hard-sell.

6. Share a case study: Take a recent case study and use it to highlight particular features and benefits of the product or service.  Try not to be too ‘braggy’ but show how your approach delivers real value to customers. Position yourselves as caring about your customers and their businesses.

7. Give an expert overview:  Give your own views, comments or predictions on the choices in your marketplace.  Try not to be too forthcoming and always try to be balanced. Position yourself as a confident, individual expert.

8. Write an FAQ: Talk about the most frequently asked questions (FAQ) and provide good answers! If you’re brave, you can even ask for questions and run them as a side-note to your main article in future editions.  Position yourselves as resourceful.

9. Share your “top tips”: This could be top tips for buying or using your product or service, but it could equally be just general help about something you provide or do. Position yourselves as friendly and helpful.

10. Find a seasonal tie-in: This works best if there is a particular time of year when one of your products or services is in demand. Have fun, but try not to be too ‘salesy’. Position yourselves as ready for the rush!

11. Use a topical news story from the media: It’s probably best to avoid political or controversial stories, but, if there is something that relates to your products or services, use it. Try and find a fun and creative way to highlight a particular product or service, but if it’s serious, be gently authoritative. Position yourselves as ‘on the ball’.

12. Announce an important change to your products and services: If you are changing the way in which you do or sell something, AND it directly affects your customers, AND there is a genuine added value as a result, then highlight these changes and explain the additional benefits. Position yourselves as customer-focused.

It’s not about being an award-winning writer and it’s certainly not how much you
     write! Be passionate about what you do and communicate that to the reader.

Now…to use what you’ve written

First find the teasers: Pull out some headlines or intriguing statements that will catch the eye, here are some ideas taken from this one:

•         “Twelve ways to turn products and services into compelling content”

•         “Just one article can grow your social media following, and improve their engagement.”

•         “Just one article can increase ‘likes’ and ‘shares’ on all your business’ social media.”

•         “Easily grow and develop your e-mail strategy and your prospect list”

•         “Develop your business blog, one article at a time.”

Next, recycle! Re-use those headlines as:

•      Posts for your Facebook business page

•      Updates for your LinkedIn profile

•      Tweets for your business’ Twitter page

•      Content for e-mail and direct mail campaigns

We’ll use this article as an example for what follows.

On Facebook

Discover twelve ways to turn your products and services into compelling content, whilst at the same time simplifying your social media marketing. (All of this text and any accompanying picture will link to the blog.)

Other examples:

There is a perception that you need to produce lots of individual and original pieces of content for your various social media, business pages and blogs, and keep it all fresh and up to date. Thankfully, that’s not quite true…

This week, I’m blogging about how one piece of well-constructed content can work across all of your marketing channels.

Struggling with your social media strategy?  Today I’m sharing twelve ways to improve social media, blog and direct marketing engagement, whilst actually simplifying your marketing, all at the same time!

Note: While they’re on your blog they’re not distracted by Facebook features!

On LinkedIn

Improve your LinkedIn strategy: here are twelve ways to turn your products and services into compelling content for all your social media profiles and business pages. Find out how…

Are you struggling to find enough interesting things to post, tweet and blog about? Today I’m explaining how to easily write compelling content for any product or service.

Keep your marketing strategy simple! This is essential to its longevity – the easier it is to manage the more likely it will continue. Today, I’m talking about how to do it successfully.

Note: adding a time element (“today”) implies a stream of useful knowledge. If they don’t bite at this one, they’ll watch this space for something they like!

On Twitter

Twelve ways to grow and develop your social media following and improve engagement… [Shortened link to blog]

Discover twelve ways to develop your e-mail marketing strategy and grow your prospect list organically… [Shortened link to blog]

Turn your products and service info into compelling content: twelve easy ways to do it… [Shortened link to blog]

Note: Twitter can be tough to get right. Don’t try to cram too much into one tweet!

“Recycling” for e-mail and direct mail

Rather than use a generic sales e-mail or letter, send them your latest compelling piece of content and merely encourage engagement through your blog or social media channels. No pressure often works better!

Here’s how I’ve adapted my article to run as a direct mail campaign;

Dear ,

As a business with a presence on social media I thought you might benefit from a recent article I have written on how to simplify your social media, blog, e-mail and direct marketing strategies.

Whilst I would welcome the opportunity to talk or meet with you, the purpose of this letter is simply to introduce you to my local marketing blog.

Here, I share interesting and useful information aimed at helping local business take control of their marketing, empowering you to have a go yourself, if you have the time (patience) and resource to do so.

I’ve enclosed a copy of my recent article which I hope will be of use.  You can see previous articles which cover a number of local marketing topics on my website via the blog page – here you can also sign up to my monthly marketing e-mail;  www.thelocalmarketingbusiness.co.uk

If you would like to connect on social media then please feel free to drop me an invitation, I often post links to other articles which share local marketing expertise aimed at helping local business market themselves better.

I do hope this helps you in some way.

Sincerely,
Paul Kurnyta

aul Kurnyta
ard.s, on the limited number of occasions I used your services I always found them to be extremely professional and

Here’s how I’ve adapted my article to run as an e-mail campaign

See it here 

Final Thoughts

This approach does take a bit of thought and preparation. One great article won’t do much, but a string of great articles will work wonders.

Don’t worry about duplication. If your customers see the same thing advertised in several places, say LinkedIn and Facebook, they’ll assume it’s important. That works in your favour.

Get into the habit of doing this month in, month out.  As long as you share compelling and engaging content you can’t help but see growth and success from your efforts.

Remember: to succeed in Business to Business marketing you need to attract and engage prospects, capture their interest and build relationships over time.

Get this strategy right and you’ll do just that.

I hope this helps.

Regards,
Paul

P.S. Please do share any comments or feedback as I welcome your input.  If you feel that this article helped, please tell me.  If you think it may benefit a colleague or contact, then I would only encourage you to share it with them! Thanks.

Marketing a local business in 2013

I recently gave a presentation to a Bristol based networking group, The Interactive Business Club (IBC), where I provided an introduction and a brief overview on marketing a local business in 2013.

The presentation will take roughly 5 minutes to read through and it will give you an overview of what it takes to succeed in your marketing in 2013.

Page 5 is of particular interest - did you know just how many marketing options you have at your disposal?

I hope it helps you in some way.

See it here - 'Marketing a local business in 2013'Marketing a local business in 2013

5 Tips to make sure your marketing is not like the average gym membership in 2013

On a scale of 1-10, 10 being the highest, how would you rate your marketing efforts in 2012?

As we rapidly approach the end of another calendar year, many reflect on the past twelve months in business and start to consider the areas that they must improve in 2013.

For some it’s a good time of year, looking back on a string of successes in 2012.  But  for many the unfortunate reality is that they’re just not where they want, or in some cases need, to be.

Marketing is often the first thing to consider: what needs to change and improve in 2013?  How do we make the most of the new media technologies; social media, blogging, mobile, online and e-mail?

For many this is a yearly occurrence, they create and devise a brilliant new marketing plan to kick off in the New Year, but what begins with a wave of excitement and enthusiasm soon falls by the wayside as the day-to-day running of the business gets in the way. Before they know it, the plan is forgotten and they resort to what they know: advertising, cold calls and mass direct marketing campaigns.

Marketing is often the ‘gym membership’ of the business world. Many people start, few actually stick to it, and most dip a toe  in and out when it suits or when time allows.

Let’s be honest, marketing can be really tough. It's always going to be a challenge.  It’s a task, sometimes arduous, always challenging and never easy.  It requires a consistent focus, month in, month out.

But it doesn’t have to be complicated and/or expensive.  It doesn’t have to involve continually throwing money at advertising, something that most find unsustainable over the long term. It also doesn’t have to take up hours of your time each week.

Marketing is no longer about who shouts the loudest or has the biggest budgets. Size and reputation will only get you so far.  It's about connecting and maintaining relationships with your community of prospects and clients, whatever-sized business you have.

It's about having more to offer than just goods and/or services. It's about having a commitment to making my experience of doing business with you a good one, and not just at the point of sale either.

Finally, it’s about using the tools at your disposal and more importantly, learning how to use them properly.

Here are my top 5 tips for 2013;

1) Try Social Media, properly

Social Media is big, really big, but few are using its full potential for business.

To bring this into your marketing mix, firstly consider your audience.  The posts that you share must be interesting and relevant to your client s and/or prospects.

Updates or posts about having a coffee, being stuck in traffic or on your latest purchases from the weekend should be constrained to your personal on-line profile. They'll soon lose the interest of most business focused connections.  Keep it relevant.

Start to share things:  Links, videos, pictures, news, advice, articles, tips, competitions, promotions—anything! Just keep it interesting.

To retain people’s interest, you have to work at it.  The basic rule for any business-related social media is 85% sharing and 15% selling.

If you aim to post 3 times each week, that’s only 12 pieces of information you have to find each month.  Challenge the staff to recommend, create or find something. This will not only help spread the workload but it will bring new and fresh ideas to the fore. In some cases it will give your profiles another voice, and perhaps a slightly different 'take' on things.

When sharing an article, link, photo or video, add a personal message. Better still, add your own thoughts and comments, if they're relevant.

Look out for what your contacts are posting, and where applicable share these on your profile.  This not only helps keep your own profile fresh and up to date, but it may also encourage others to return the favour.

Whatever you do, give your business social media activity proper focus and do it consistently. Otherwise, what’s the point?

If you’d like a little more guidance on how to develop your business social media, see my recent article ‘The Real Value of Social Media in Business’.

2) Join a business networking group

Do your research and go along to a handful of meetings in your area.  Most groups will allow you to attend one or two meetings before you need to decide on permanent membership.

Consider how often they meet, what is required of the members, and the value of the potential relationships within the group. What will be to the return on your investment of time and money? Remember to include any breakfast, lunch or drinks costs that may accompany the membership as this will also be an ongoing cost.

Join one or two different groups. Why? Two is probably the most you'll be able to manage (unless your actual business is networking), but you'll find the atmosphere varies with the personalities in each group, and the variety of contacts can be more than twice as useful as just one. Also, things you prepare for one group can be used in the other, giving you twice the reach for minimal extra effort.

Just signing up doesn’t mean an instant passport to referral business – you have to work at building those relationships.  You may not be able to do business directly with every person in the room, either. But, as with any circle of friends, they will prove a valuable resource when growing your business and they will have contacts and connections that could be a route to your next client.

Networking does take time, but it’s the foundation for building strong, local, long-lasting and reciprocal business relationships.

3) Build a qualified e-mail database

A qualified database contains those contacts who want to hear from you, who enjoy reading your e-mails and who value in reading what you have to share.

It’s much better to have only twenty qualified contacts who read your e-mails than hundreds who don’t.  It may take time to grow and develop the list, but as long as you are sharing interesting, informative and relevant content you will see it grow.

There is some downside risk to purchased lists and unsolicited emails. People generally don't get upset by adverts they didn't expect to see, but unwanted emails can actually annoy them and have exactly the opposite effect to the one you want!

Generally, the same rules apply as to your social media: what you share will determine the success or failure of your e-mail marketing.

If you’re going to struggle for time, commit to one just e-mail each month. Remember, the content can also be broken up into smaller pieces and "recycled"—used as posts and updates for your social media and blogs.  This will save you time in other areas of your marketing.

The best place to start is with your current clients. Tell them about your plans to develop a regular e-mail campaign and ask if they would be happy to receive it.  I have done this for many of my own clients in the past and almost always there is 100% sign-up.

Start a monthly article/e-mail/newsletter and ask for their feedback. Find out what they find interesting and how they think it could be improved and developed over time. When people like what you write they will soon start to share it with their own contacts and hey presto! Your mailing list will start to grow.

Building a qualified database of prospects and clients is an ongoing and gradual process, but as with anything, if you stick to it you’ll reap the rewards.

4) Work on converting more of the visitors to your website

There’s little point in spending time and money driving more people to your website, "search engine optimization" and the like, if you’re not converting the visitors you get.

Look at your current website statistics. Google Analytics is probably the most common tool, it’s easy to use and it’s free. You will be able to drill down in detail to see where your visitors are coming from, the pages, products and services they're most interested in, and crucially where you're losing them, too.

Use this to adapt and change your site, simplifying it if need be. Try a different landing page, take things out, add things in, and make the content compelling and engaging.

The purpose of most websites is to begin a relationship with the visitor. Ideally this would be an immediate ‘sale,’ but what if they don’t want to buy right now?  Are you giving the visitor a reason to come back, to stay in touch or to sign up to your communications? (E-mail, social media, blogs)?

If your website is business-focused make it easy to navigate. Make sure people can find what they want quickly and easily. Ask your longstanding clients to take a look and give you feedback – take action on what they tell you!

Your website will always change and should be kept fresh and up-to-date. If it doesn’t give people a compelling reason to ‘stay in touch’ or buy, changes need to be made.

See my article ‘Top Tips for Creating an Engaging Website’ for more on how to improve conversions from your website visitors.

5) Keep working at it – don’t give up!

Quite simply, whatever you do and whatever options you choose, stick to them.

As with anything in life, what you put in is what you get out.

Success in marketing takes time; it requires a consistent focus and the ability to try different things.

Best of luck for 2013 and beyond.

***************************************************************************
IT plays a key role in effective, easy-to-manage marketing strategies, so next week I am featuring a guest blog from Bristol IT Company on their top tips for ‘IT in Marketing’ in 2013.

IT in Marketing
Publish date: Thursday 27th December

The Key to Successful Marketing - Free Bread, Mushrooms and Mini Bruschetta

The Key to Successful Marketing - Free Bread, Mushrooms and Mini Bruschetta
Turning cold marketing into relationship building strategies

In recent articles, ‘The Beating Heart of Local Marketing’ and ‘Top Tips for Creating an Engaging Website’, I have discussed that the key to effective local marketing is about offering something of value to the prospect or the visitor.

I met a business last week that shows the reality of what happens when you don’t address this very real and current marketing trend; this is probably the result for many businesses who after much time and effort spent on their marketing are left wondering…why am I not seeing the returns?

On the surface they looked to be doing everything within their power to market and promote their business.  They had eight different marketing activities in the mix; all of their communications were professional, were scattered with the benefits of doing business with them and all were followed up through a consistent and professional marketing process.

The trouble was they were not seeing the return from what was a significant amount of time, effort and co-ordination; the results were average at best.

It was their e-mail marketing strategy that really highlighted the problem; they were sending tens of thousands of e-mails each month to a cold, bought marketing database.  Each e-mail had a sales-led theme on one of their many products and each listed all of the benefits of doing business with them as a local business.

Because none of these people had agreed to receive their e-mail communications in the first place, the open and click-through rate was low and not surprisingly the list hadn’t grown in almost nine months.

The method of swamping a market with sales-led communications will never generate you a consistent return; many resort to this approach because it is traditional and what they are used to, the same reason people normally resort to advertising as their first choice for trying to drive interest.

Build a warm list of prospects and the results are very different; not only will you see a higher readership of your communications (what you send) but you will see a higher click-through rate to your website and better returns.

The only way to do this is to offer something of value in your communications, stop selling all of the time and give the reader something of use, for free.  Yes this approach takes time like everything else does if you aim to do it properly, but there are very few, if any, quick wins in marketing that will bring extra-ordinary results.

Given that you all operate in very different industries it is impossible for me to give you all an individual idea for your type of business; the best way to approach this is to think about what you or your clients like to receive.

For me personally, I like to receive things that educate me (briefly and in small doses), things that I find interesting or useful in relation to the job that I do or the clients that I work for and things that make me smile, the fun and quirky stuff.

Don’t get me wrong, in all of these communications there are subtle sales messages, but I don’t feel the driving force of them sending me something is to sell to me.  I am being given a chance to sample their experience and expertise, I feel as if they are educating me and I feel kept up to date with the things that effect what I do. 

More importantly, I don’t feel like they have intruded on my time; how often has an unsolicited e-mail popped up in your in-box just at the wrong time?  You feel annoyed as it has distracted you; if you are like me it goes straight into the trash and I avoid them in the future because they have become an annoyance.

This type of approach where you share useful or valuable information is called ‘Content Marketing’.  You may have heard this term being mentioned a lot more lately as it has been the buzzword in marketing for some time now.

The beauty of this type of marketing is that if you do have a number of different marketing channels in place, this one single weekly or monthly message can be replicated across all of your platforms.

For example, you may host these pieces of free information on your website on a dedicated page and all of your other marketing channels simply funnel the recipient through to this part of your website.

Your communications therefore become consistent and with one key theme they are easy to put out across a number of platforms.

Because your communications are not merely sales driven, and as long as what you are sharing is compelling, educating or informative, you will see more of the recipients clicking through to your website and you will see more organic growth in your mailing list.  People will share what you send out.

Once they are on your website you are entitled to be a little more direct in your selling, in fact they would expect you to try and sell to them a bit more.  Granted you can’t then plaster the page with big sales driven messages but you can certainly position some of your products and services around the information you are offering for free.

The simplest example I can think of to demonstrate this type of approach would be when I was on holiday a few years back; the promenade for this particular town was a row of about a dozen restaurants side by side, each offering something similar in terms of cuisine, cost and atmosphere.

All but one of these restaurants had two or three staff outside most of the day literally trying to drag you in; they would grab your arm, force a menu in your face and walk in front of you in a somewhat sheepherding motion trying to steer you towards the entrance, it was like running the gastronomy gauntlet.

The very last restaurant had only one member of staff outside and every evening, between 5:30pm and 6:30pm, they would stand behind a small, neatly laid table covered in a crisp, white tablecloth.  On the table were small samples of their food; it was adorned with freshly baked bread, garlic mushrooms and mini bruschetta and these were being freely offered, not forced, to anyone who approached the table to have a look.

Each time someone sampled some of the food the guy behind the table would mention where the ingredients had come from, in this instance it was from a local source and he took great pride in sharing this interesting information with people.

Guess which restaurant was full all night every night?

It was a pretty new development so I’m sure by now the others have cottoned on, but it’s a great and simple example of how you can re-think the way in which you present your business to prospects.

Sure, I get that this may not be as easy or as interesting for your type of industry or product and the appeal for what you offer may not be as far reaching as food is, but it is possible.

This is where the biggest challenge lies; irrespective of what tools you choose to get the message out there, if you can master the art of becoming a resource to prospects and clients, you will see steady and consistent growth in your marketing efforts.

In my own personal view this way of marketing is the way of the future, irrespective of how the marketing platforms may change, the premise of your marketing having to build relationships is here to stay and the sooner you can come to grips with it, the sooner you will reap the rewards.

Final Thoughts

Get to know your clients and you will get to know your prospects; understand what your clients want and respond to and you will understand what to start sharing in your marketing.

Your thoughts, comments and criticism are always welcome, after all this is a blog and everything is up for discussion and debate.

Next Article: Monday 13th August

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The 'Beating Heart' of Local Marketing - How to make the right marketing tools work for your particular business

The ‘Beating Heart’ of Local Marketing

How to make the right marketing tools work for your particular business

The question I’m asked most when I first meet people in business is, “what’s the secret to good marketing?”

The truth is there is no secret to marketing; it’s as simple as that.  Creating a marketing strategy that consistently delivers and that continually grows and adapts to the needs of the business isn’t something that happens overnight; that said, with a bit of patience, a basic understanding of the marketing tools that you have at your disposal and a focused and continual effort you will see the payoff a lot sooner than you may think.

But…and it’s a very big but; before you can begin to consider how you will market your business, you need to have a clear and definitive identity, meaning the business has to convey a clear, simple and definitive message through the marketing.

This identity, message, brand, position in your market, whatever you want to call it is what you are, what you offer and how you offer it.  It will lead you to market yourself in a certain way, to market to a particular market; it will influence the message you send out, how you position that message and most importantly it will determine which marketing tools will serve you best.

Your identity should be the beating heart of the business and of the marketing; after all it’s what you are.

Not getting this part right first is probably one of the biggest causes for marketing efforts to under-perform and here’s why; if you consider that your identity will ultimately decide the message you deliver, it will also guide your strategy or plan on how you are going to market your business.

For example; if your identity is best described by quality and expertise then part of your plan or strategy would be a blog or a platform to share free articles with useful and relevant information, something that would position you as an expert in your field.  Your website would represent a quality business, the information would be up-to-date and accurate, there would be lots of free resource for me as a visitor or prospect and my overall experience of being on there would be an enjoyable one.

The point I’m trying to make is that your identity will ultimately guide your marketing and it will help you map out an achievable, successful strategy.  It will also help you identify which tools and which mix of tools will serve you best but more importantly, to identify and stop the ones that don’t.

So How?

Clear your mind and think about your business; for this part forget about the marketing just think about the business.

What do you sell, offer, provide?

You will have probably settled on the key service that you provide or the product that you sell, for example; Recruitment Consultant, Solicitor, Estate Agent, Car Dealer, Retailer, Restaurant, Gym, Spa, etc.

Now take it one step further and pick which of these, currently, best describes your business;

·         Value

·         Expertise

·         Service

·         Quality

·         Choice

·         Location

·         Heritage

·         You have a genuine USP that can’t be copied and is unique only to you.

There may be other key differentials for your particular business or product so keep them in mind.  I’ve selected these as they are probably the most common criteria for the majority of businesses and best represent the point I’m trying to make, for example, if you were a restaurant then ‘Local Produce’ may be one of your key defining features.

Now think about your marketing; look at your website, your brochures and other marketing collateral, your recent written communications to prospects, recent or past advertising campaigns, your social media profiles, e-mail signatures, branding, logos and anything and everything that is used to try and ‘sell’ your business to your prospects.

Does your marketing honestly convey and reflect your real identity, does your marketing ‘currently’ do you justice?

Surely if these are the key defining features of your business then your marketing and everything that you do to attract new customers must reflect this; if these are the main reasons that people buy from you, they need to be the focus of everything you do to market the business.

Now take a look at your competitor’s sites and try to get hold of some of their marketing communications, adverts or brochures.   How do they position themselves and what brand or identity are they portraying, what are your first impressions?

Is the website easy to use?

Is the information on the site clear and accurate?

How much information is on the site, can you find what you want quickly, easily and without having to ‘jump through hoops’?

Are they running any short-terms offers, promotions, initiatives or events?

Are there photos or pictures to look at?

Is there a sign-up box on the site in return for some useful information?

Is there free information available that a prospect may find useful, valuable?

Is it up to date and are the news sections and feeds recent and regular?

Are there links to other business profiles – Social Media?

Did you enjoy the experience of visiting the website or were you left unimpressed?

Are there testimonials or endorsements on the site?

Have they convinced you to go back and have another look in the future? (near future)

What does their other ‘Marketing Collateral’ tell you? (Brochures, leaflets, adverts, letters)

What’s the one clear message being portrayed throughout – Is there one?

If a prospect visited their website, would they be likely to want to open a business relationship with them, meaning would they go back or perhaps stay in touch – or would the prospect leave and never go back?

How to interpret what you see

Let’s say their website was clear, easy to use, had useful or valuable information to share for free, had a sign-up box, posted regular updates in the news/blog/articles section, the information was clear and informative and offered me everything I could need to make a balanced view of what this company is like to deal with - this would make them a company focused on quality and expertise with (hopefully) service levels to match.

This approach is used to gain trust, position the business as experts (leaders) in their respective field and thus attract those looking for a quality product or service.  The sign up box and free content would show me that they collect e-mail addresses from prospects, perhaps for a unique content rich mailing or article that may convince the prospect that this company will give me an exceptional service, they know their stuff and I feel safe buying from them.

This business has a ‘Beating Heart’.

If, on the other hand, the website was difficult and frustrating to use, the information was inaccurate and out of date, the news items were old, there was no offer of information or expertise for free, the website felt cold and stale, your experience was one to forget – this would tell me their service levels are likely to be poor, their attention to detail is also probably poor and so there is a good chance I won’t be looked after; doing business with them may be a chore so I probably won’t go back.

Only once you have evaluated both your market and your business, and only once you have a clear identity that form this ‘Beating Heart’ of your marketing and of your business, can you begin to plan a strategy that has every chance of success.  Only then will you be able to clearly focus your efforts on the tools and platforms that work best for what you want to achieve and be able to lose or ditch the things that don’t.

There may be many individual things that ultimately combine to deliver a particular message in your marketing but remember the little things all add up. 

In coming articles I will share some of the over-riding principles and rules of what to look out for as well as some ideas and tips on how best to use tools such as; your website, social media, e-mail marketing, direct marketing, briefings, events and seminars, content marketing,. PR and others as part of your local marketing strategies.

Final Thoughts

Any business, irrespective of size, turnover, budget, locality or marketing knowledge has the ability to implement strong Marketing Plans that grow to deliver results, all within the confines of any individual budget or resource constraints.

It doesn’t matter whether you are a local, independent shop or business with a local customer base, or a large regional or multi-national with customers stretching the length and breadth of the country, get the basics right and you will see results.

What may start as a seemingly basic idea or strategy can soon grow into something far more robust, something that ultimately forms the backbone of your marketing.

Most importantly don’t keep re-investing in marketing campaigns or in advertising if you continually fail to see a return from your efforts; if what you’re doing isn’t working stop it and go back to basics, in marketing, simplicity is key.

It’s probably worth mentioning that a good dose of patience, persistence and hard work is also required; if you are short on time, in-house resource and the passion to tackle your marketing properly, it may be worth looking to a Marketing Consultant to help you; I’m always happy to have a chat on the phone should you want to chew things over with someone first.

Remember, any change in tact won’t happen overnight, depending on the resource you have at your disposal it may take a few months to really gain momentum.  That said you will see small returns from your efforts even in the first few weeks and you will start to see the potential to be had from following the right strategy.

Any re-think requires an open mind and the thoughts of a few minds are better than one.  If you employ customer facing or sales professionals, get their views; these people will generally tell it like it is and they will prove valuable allies when you come to implementing any new plan.

 

Next Article: Saturday 14^th July

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