Most business owners want great marketing through social media, facebook, twitter, websites blogs pinterest and the rest. We get that.
But… there’s the cost that can run into thousands of dollars when you “really compete” with the millions of businesses online.
Not to mention the expertise it takes to really engage new clients.
And there is the time it takes to do it yourself or manage someone through it.
Even with so many amazing DIY and media tools many small businesses continue to spend on marketing that doesn’t deliver customers.
In fact, 90% of marketing investment is still spent on channels that interrupt people in order to get their attention, even when they amount to a disappointing 10 percent of click-throughs not customers. This is not a viable option for most small businesses.
On the web this type of marketing is things like
- Advertising banner that appear at the top of your screen
- Those annoying pop-ups that block your gaze as you browse your favourite websites, and
- non-opt-in emails, those uninvited guests that appear in our inboxes
Anyone can pay lots of money to interrupt people and maybe if it doesn’t annoy people too much it will build positive awareness but the real results come when you
- attract, engage and interact with the people who matter to you
- and continue to delight existing customers with content they value
so they don’t just click away.
People give their precious time and attention to
- opt-in emails they want to read,
- content they want to consume,
- search results they choose to click,
- social media they want to engage with,
- videos they want to watch.
So what are the first steps to marketing your small business more effective
Step 1. is knowing exactly who your ideal customers are, their personas, behaviour and values. If you are a business or a consultant you will know this. If you are a start up you may need to explore this. It might not be what you “think” it is.
Step 2. is researching and monitoring the type of materials that are amusing, engaging and inspiring them, NOW not 2 months ago. Current counts.
Step 3 is understanding where they gather and share thoughts. Is it through a blog, forum, Facebook, youtube, LinkedIn, twitter or a google circle or instagram?
Your time is precious–it would be a waste of time to build content for Instragram if your audience communicates in a closed door forum somewhere else.
For more about engaging your community or customers make sure you look through this website.
I am Ruth Hayden a consultant and the founder of Blink
Until the next time I wish you success.