All too often, I see people launch a business and then straight away start focusing all their energy on getting more Instagram followers or growing their email list. If you’re jumping straight to these things, then there are some big marketing foundations that you’re overlooking. This episode, I’m going to run through 5 big things you’re overlooking in your marketing.
5 things you’re overlooking in marketing your business
The first thing you’re overlooking in marketing your business: Your messaging
In a nutshell, your messaging is how you convey the value you deliver to your customers or clients. If you can’t articulate your value or why someone should buy from you or work with you, then they’re just not going to. It’s as simple as that.
Your core brand message will be what shapes all of your marketing messages going forward, so you need to get crystal clear on it. It’s pretty freaking important. The right brand message can inspire your customers or clients, persuade them, and it can make them buy whatever it is that you sell.
The second thing you’re overlooking: your audience
I know I sound like a broken record but knowing who your ideal customer or client is — it’s so important! If you can’t tell me exactly who your ideal customer or client is without having to um and ah over it and think about it for a while, you don’t know them well enough.
Why do you need to know what’s going on inside your ideal customer’s head? Because, once you know what’s going on in there, you can tailor your copy and your messaging to resonate with them. It’s all well and good trying to resonate with five different ideal customers, but if they’re vastly different, then you’re not actually going to resonate with any of them, and your messaging is going to feel scrambled and just all over the place.
The third thing you’re overlooking: your strategy
What do you actually want to achieve in the next three months? The next six months? Twelve months? Ten years? If you don’t know what you want to achieve, you can’t create a plan to get you there, and this is typically where you’ll start posting sporadically to Instagram, your blog, Facebook, YouTube, but with no real underlying marketing strategy or content strategy. I’m sure you’re familiar with the concept of working smarter, not harder, and this is what having a solid strategy will allow you to do.
In my free content marketing masterclass, I’ll look at how you can develop a content strategy that allows you to focus your time and your energy on the things that get you the best results so you can stop wasting your time on the things that don’t. Register here.
The fourth thing you’ve overlooking: your funnel
I looked at this in-depth when I wrote about the buyer journey, so I highly recommend going back and checking it out. Basically, you need to know where every tactic you’re doing fits in with the bigger picture: how it brings somebody that step closer to becoming a paying customer or a paying client.
For example, once someone lands on your website, what do you want them to do? Maybe you want to get them on your email list. I know that some of you are probably thinking “well, obviously, I want them to buy from me!” But keep in mind that very few people will buy from you in their first interaction with you. It usually takes a few touchpoints before they know you, like you, and trust you enough to hand over their hard-earned money or their credit card.
The fifth thing that you’re overlooking is the problem that you’re solving
People typically buy a product or a service for one of two reasons: you solve a problem for them, or your brand makes them feel a certain way and they feel like they MUST buy whatever it is that you sell. Most businesses will fall in the problem-solving category, but if you’re selling a “nice-to-have” product like a luxury handbag, then your branding will be the most important thing because you’re trying to make people feel a certain way.
If your business is in the problem-solving category, then A, you need to know what the problem is that you’re solving, and B, you need to know what’s going on inside your ideal customer or client’s head when they’re dealing with that problem.
November 11, 2018