Make Smarter Marketing Decisions With These Four Simple Questions
Unfortunately, not everyone is brought into this world with a marketing mind, we all learn differently, and we see the world differently, and that is a good thing.
In business, it makes things challenging when you have a great product or service, and no one knows about it, and you don’t know how to get it out there. Marketing can sometimes ‘suck’, not knowing what to do, how to promote your product or service or even where to start. I remember eight years ago having exactly that problem; I had this great tutoring centre and couldn’t work out why everyone wasn’t coming to it. In my mind, it was the best thing since sliced bread.
Over the years, I have learnt that marketing is as simple as the promotion of your product or service to people who have a challenge that we solve. But, it is actually more than that when you understand a few of the lessons I’ve learnt along the way.
‘Relationship’ marketing is where it’s at.
First, there are two types of marketing, the ‘in your face, you’ll buy from me’ or the ‘go away, I don’t care either way’ type of marketing. Then there is ‘relationship marketing’, where you build trust with interested people and eventually, when their pain point is big enough they buy your solution (if you are still front of mind).
‘Relationship’ marketing is the only way to go. There are only 3% of people ready to buy what you are ready to sell at any given time. If you are chasing just that 3% your business will go bust as there are not enough buyers. You need to widen your net, knowing that the majority of people aren’t ready to buy today but more than likely will, sometime in the future. You will capture them, build trust with them, show them you have a solution to their problem, and eventually make the sale.
Understand it’s not all about you.
Next, you must always think from your client/customer’s point of view. In the early days, I always thought it was about me, what I wanted to happen, how I saw it and wondered why no one was listening. Then one day when I started to understand my customer’s pain points, spoke in their language and provided solutions that met their needs, everything changed. This is not easy for everyone to do, you need to remove your own ego and thought processes and become a great listener, so you know the direction to take.
It’s easy to get caught up in the hype, in the next fad and waste money trying things out. Marketing is about understanding your clientele, understanding where they hang out to buy things and understanding how they want to be spoken to.
For example, a lot of people will tell you to market your business on Facebook. Sure, your clientele probably is on Facebook, but are they there to buy things or are they there for other reasons such as talking to friends, looking at pictures, keeping up to date with family and therefore not listening to your selling message.
I’ve learnt that when making a marketing decision I want to first check the following:
- Are my ideal clientele there?
- Is this a spot where they spend money or are they there for other reasons? (This generally means they are not there to listen to you and therefore are hard to make sales too)
- How much will it cost me to reach a single person?(I always want this to be under $1 a person)
- What percentage of people do I expect to capture?(Understand I didn’t say ‘buy’, I said ‘capture’. That means, if I do a good job, they should buy somewhere down the track)
When you start thinking about those questions you will also start to make smarter marketing decisions and start seeing better returns on your marketing dollar.
Marketing doesn’t have to ‘suck’; you just need to start to ‘love’ marketing and be excited to improve your skill set. It is a skill set that will pay you over and over and over again.
“The opinions expressed by Smallville Contributors are their own, not those of www.smallville.com.au"
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