Here's Why Your Marketing Doesn't Work ...
I hear it all the time. Business owners tell me they did radio advertising, or they built a website, or spent time posting to social media and it didn’t work. But you know it can work because you see businesses that are killing it with their marketing. So why isn’t it working for you? Here are a few possibilities…
1. Your Website Doesn’t Talk About Your Customer
Does your website talk about how you can help your customer or does it talk about you? If most of your content talks about your business, your story and the history of your company then it’s time to revise the content to make it more customer focused. Here’s the sad truth. You may have built a fabulously successful business, but your potential customer doesn’t care. What they want to know is whether you can help them and if so, how will you do it? That’s what you need to convey on your site.
2. You Don’t Know Who Your Customer Is
It’s important to really understand who your client is. That sounds fundamental, but it’s not unusual for business owners to go after the wrong customer. For many of us, we are so anxious to generate revenue that we’ll take anyone who walks through our door or comes through our website. You might need that to get started, but eventually you should be able to move toward a more clearly defined definition of your customer. Don’t try to serve everyone; rather look at what you do really well and determine who you can super serve….that’s your ideal customer!
3. Your Messaging Isn’t Clear
This is probably the biggest mistake of all! You need to be really clear as to who you are, what you do, who you serve and what problem you solve for them. If this isn’t clear then how will clients ever find you? People are busy and they are looking for solutions to their problems. You need to quickly and easily explain what you do or they will move on.
I have a friend who owns a business, that when asked what he does for a living, tells people it’s too complicated to explain. Ugh! What a missed opportunity!
If it’s complicated, then figure out how to dumb it down so that people can understand it. You don’t have to tell the whole story…just give them enough to peak their interest and determine if you could potentially work together.
4. You Aren’t Consistently Marketing
When business is good, many business owners don’t focus on their marketing. When things slow down they rush to ramp it up in an effort to drum up business. This doesn’t work. Once business is slow, it’s too late. You need to be consistently marketing so that you are always generating leads.
5. You Don’t Have a Plan
It’s really easy to get caught up in the next big shiny object, but that’s not always smart. Instead of jumping on the newest marketing trends or buying a special “remnant package” from an advertising rep, put together a marketing plan for the year and stick to it. Create an advertising budget and determine where you can get the biggest bang for your buck. Your plan should include everything you want to accomplish with your marketing including a schedule for posting to social media, updating your website, writing content and reviewing social media.
Written by: Meg Huwar
About the Author: Meg Huwar is an award winning Marketing and Brand Strategist and Principal at Brand Accelerator. She and her team offer outsource marketing to business owners and law firms who want to grow their business but don’t have the time, expertise or staff to do it.