We’ve been busy, productive and growing. We’re working with wonderful clients, truly enjoying the success we are helping them achieve. We get to create work that is inspired, and are continually challenged to learn, adapt, and find new ways to help our clients realize their dreams.
The success of our clients started a conversation recently – why do some businesses have trouble reaching their prospects? Nearly all business owners work hard – but that’s not enough. You have to work smarter than your competitors.
Developing an online presence is essential. Here’s why:
- 86% of consumers use search engines to learn more about businesses
- 61% of internet users research specific products online
- 94% of smart phone users locate businesses online
- 51% of mobile searches result in location visits and 30% make a purchase.
In short, you must have an online presence because that is where your prospects are. Understand that your prospects may ‘hang out’ in different places – some are on social media, some only visit a website when looking for a product or service, a few may only read a newsletter for which they signed up.
You likely have a website, Facebook page, an email list and perhaps a video. Why aren’t your prospects showing up?
Because you haven’t put these into action. You likely don’t have time. You may not fully understand how they work together. Or, you may have started some marketing campaigns but are not doing so consistently.
What is marketing?
Your Marketing Team should understand your business, goals, and your vision for the future. They are tasked with creating a plan and a strategy to propel your business to those goals. They use all the components of marketing that will benefit your unique business and reach your prospects. They look at not only getting new customers for you but creating loyalty in those you already have.
The following are examples of the components of marketing. These are all important, but never ‘stand alone’ because they do little for your business without the plan and strategy.
- Social Media
Marketing creates the plan and strategy for distribution. Your marketing team should supervise each of the components to ensure they meet the criteria for your goals, brand, and vision.
The parts – your website, SEO, social media, email list, video, written content, etc. must be present. Active, ongoing, consistently branded marketing can reach your prospects and engage them. It is about distributing the parts AND getting them to work together.
Here are a few examples of what the components should do:
Your Social Media posts:
- Start a conversation
- Engender trust
- Solidify your brand
- Take visitors to your website
- Get responses to ‘Calls to Action’
Your email list:
- Receive a newsletter
- Let them know about special events in which they have an interest
- Have a specific ‘Call to Action’
It goes without saying that you should never ‘saturate’ your list. Take care of those people as if they were precious orchids in a greenhouse.
- Encourage them to stay, visit, learn and ask for more.
- Have a call to action so they want to sign up for your newsletter, contact you, etc.
- Engage them with images and words that make them want to do business with you
- Always encourage them to call, sign up for something and/or visit your website
Although our clients need the ‘parts’ in varying degrees, what ALL of them need is the distribution. Once we put that into action, through a well-thought out strategy and plan, they begin to see real, measurable results.
Our clients have seen their marketing efforts improve dramatically because we did the following:
- Determined their ‘ideal client’ and learned what makes them buy – psychographics
- Looked at their individual needs – every business is unique
- Kept what was working well, changed what didn’t work, and added ‘parts’ as needed
- Developed an overall marketing strategy and plan
- Put it to work consistently through planned implementation and distribution
- Created loyalty programs – this is often overlooked and we cannot stress how powerful it is
A marketing plan is never static. It is constantly fluctuating and adjusting to the needs of the business. It must be consistent. Looking at analytics and tracking trends is essential. Marketing and distribution must be done continuously and re-evaluated constantly. We adapt and adjust as needed to ensure the message is clear and fresh, and we have reached prospects where they ‘hang out’.
It should be obvious by now that working with a marketing team on a continual basis is advantageous. The right team adapts with you and is always considering your short and long term goals.
If you spent a fortune for a website, created social media pages, and paid for a video commercial but aren’t getting the results you expected, consider how you are getting the information distributed to your prospects. ‘Build it and they will come’ may have worked for a baseball field, but it won’t do a thing for your business.
Would you like to learn more about our unique approach to business marketing? Give us a call 530-913-8473, or click here to send us some information about your business. The personal approach is our specialty. We’re known for rolling up our sleeves and doing whatever is needed to make you – and your business – successful.