Don’t stop talking
When businesses start to worry, they start saving. They stop spending time and money on things they believe they can save on. Talking (or marketing) is one of them. But, when you stop talking, people are quickly forgetting what you want them to remember. We all see too many messages for everything to stick. Only the really memorable, or often repeated, will remain.
As your competitors stop talking to your target audience, you have the opportunity to make more of an impact. With, fewer voices out there, you have a better chance to being the one being listened to and being sought out for assistance.
Talk about your clients – not yourself
There are still too many businesses out there talking about themselves. They talk about how they are “the leading provider of…”, or they talk about the features (and usually complexity – because that means they are clever) of the product or service they provide. The problem here is that they are expecting the target audience to translate that into how it helps them to resolve their problems. Something they simply don’t have time to do.
Take a look at your service/product from the client’s perspective. What is it they are looking for? If you talk about things from their point of view, about how you can help them, they will “get it” faster. They will look at you positively because you’re thinking about them and they are far more likely to get in touch and talk in more detail about how you can help.
Finally, talk in the language of your clients. Using the language of jargon of your industry means you can understand what you’re saying, but you are the person who needs to understand your marketing messages. If your target audience cannot understand your messages, they won’t engage and they won’t talk to you.
Talk to the right people
With reduced investment in marketing comes reduced focus. After all, it takes less time to send, for example, an email campaign to everyone in your mailing list, than it does to segment your audience and ensure the right messages get in front of the right people. Here’s just a few thoughts…
- Define your Ideal Client(s). The more precise you are, the better you can make the marketing messages you use. You can also use this to ensure your network knows exactly who you want to talk to.
- Segment your emailing lists, using segment or tags. You may need to add to the data you have in order to do this.
- Go to topic or industry-specific networking events, rather than the bigger events where you will meet anybody.
- Consider direct mail campaigns. The higher costs of postage and printing will make you think twice about just how many people you include in the campaign. This gives you the opportunity to make your DM campaigns highly targeted. The more relevant to the reader, the more likely it is to work.
If you really want to maximise growth in the new year, the more focused you are, the better.
Show off your successes
You have delivered some great work for your clients this year. Stop for a moment and think about the projects you’ve delivered and the successes. Your target audience want the same results, but they won’t know you can deliver those results unless you tell them. Case studies and testimonials are great evidence that you can deliver on your promises. Add them to your website and use them in your marketing, so you’re spreading the word about just how good you are.
If you have decided to make this the year you really kick start your small business, these four points are where you need to start. Of course, if you would like a hand, get in touch and we will help you maximise growth in inthe new year.