There are millions of sites that will tell you how to market your business. There are a lot of trends happening in marketing right now that you should know about: social media, webinars, blogging, lead magnets, landing pages, Facebook ads, infographics, discovery calls, infoproducts. If that list makes your head swim, you’re not alone.
It’s a lot, and it’s a lot to expect a solopreneur or small business to do on their own. How do you choose the best marketing strategies for your business? How do you invest time, energy, and money into the right marketing ideas instead of trying to do everything?
First, know that it’s true: It’s better to do a few things really well than to do everything so-so.
You need a plan for your marketing that reaches the people who are going to purchase your product or services. Try these tips for getting your message to the right people with the right strategies, without going crazy trying to do EVERYTHING.
#1. Figure out your target customer.
If you don’t know who you are marketing to, your efforts are wasted. Get inside their head. What problems do they have? How old are they? Where do they live? What do they like and what do they despise? What do they need from you to prove the value of your product so that they feel comfortable investing their money in what you have to offer?
#2. Find out where they’re hanging out.
A 16-year-old buying an electric guitar and a mompreneur with a new baby aren’t hanging out in the same places. Figuring out where your ideal customer is hanging out – online or off – is important. Oh, but they’re all on social media, you might be thinking. Yes, and they’re using it differently. They’re posting different things, using different hashtags, and searching different keywords.
While we’re on the subject – you DO NOT need every social media account available. You don’t even need all the big ones: Facebook, Twitter, Instagram, LinkedIn, Pinterest, YouTube, etc. Pick two or three where you know your customers are congregating and get social with them there. Fewer accounts are easier to manage and you can focus more on the quality of content when you don’t have to create so much of it.
Know what your customer needs. Know where they’re looking for it. Go there.
#3. Meet their needs.
You know who they are. You know where they’re at. Now give them what they want. If you’re selling guitars to teenagers who have never bought a guitar before, break it down for them. Compare options and put that info out there, so they don’t have to do the work themselves. Make making choices and purchasing from you easy. When you know what information they need, then you can figure out how to get it to them (see #4).
In addition to meeting their needs, go beyond and offer an amazing customer experience.
#4. Assess your options.
You’ve got a good feel for who you customers are and what they need. Now how do you get that to them?
If you run a guitar store, you might sit down with a customer and give a little demo, let them hold the guitar, compare the sounds of different guitars. Engaging their senses might be what they need to make an informed decision about your product.
What is going to deliver the information they need to realize that your product solves a problem and to make the choice to purchase? Is it a discovery call over Skype so they can talk to your personally? A webinar that solves the first step of a larger struggle? An infographic that shows the benefits of your product in quick, visual way?
Choose the best marketing strategies for delivering relevant information to your customer. What makes sense for your business?
#5. Utilize your email list to get info to them – DIRECTLY.
Your job doesn’t stop at getting paying customers. You want to keep paying customers and get them to send you all their friends. Get them on your email list and send information directly to their inbox. Convince the ones who haven’t spent money to spend it and the ones who have to spend again.
Fantastic information is priceless. Give away lots of great information for free and customers will learn that value is what your company consistently provides. It’s not a far jump to spend money to reach the next level of that value.
The best marketing strategies are the ones that work for your business. Not the ones some expert recommended. Not the one you saw another entrepreneur talk about in that Facebook group. The ones that get actual, measurable results for your business. Pick the things that deliver results and chuck the rest out.