What do you think of when you think of “marketing”? Does it seem like something overwhelming, manipulative, salesy or uncomfortable? If so, then I’m going to share a new way of thinking about marketing that will help you embrace it, and maybe even enjoy it!
First of all, let’s define what marketing means. There are many definitions but at it’s core marketing is the process by which companies identify their customers, build strong customer relationships and create value for their customers. The customer is at the core of your marketing strategy.
Do you ever find that when you shift the focus of off you and onto someone else, it takes a lot of pressure off? It also forces you to shift your perspective in some important ways. Here are 5 perspectives that will help make your small business marketing strategies easier to understand and implement.
1. Create value by educating
Marketing is all about creating value for your prospects. Find ways to educate them, and deliver value through your marketing. Let them sample how you can help them without being salesy.
You can deliver value in many ways, whether it be an article, teleseminar, email, video, free report, blog post or comment in a forum. The key is that you’re contributing to the discussion by sharing information that’s valuable for your target market.
2. Make it about them, not you
How many times do you go to someone’s website and it’s all about them? Yes, you want to to incorporate your message and personal brand in your website. But the main focus of your website and of all your marketing, should be on your potential clients. Present your information from their perspective and make it meaningful for them.
3. Know who you’re marketing to
Where a lot of people get stuck is not understanding their prospects’ perspective. This is where market research comes into play. Before you start marketing, make sure you have a good understanding of your target market. What motivates them? What keeps them up at night? What are their top burning desires and needs? How do they best learn? Where do they hang out? What kind of language do they use? Be sure to use the language of your target market and don’t get caught up in your own jargon.
4. Market your solution, not your products and services
If you think about what you’re selling, it’s not a product or service. It’s a solution. It doesn’t matter if you’re selling coaching services or a new software program. You’re still selling a solution that will help your prospect overcome a specific challenge or reach a goal. That is what you have to market, not the product or service.
When you think of your marketing and your business in those terms, it opens up so many new doors. You can now take your solution and package it in different ways. You can create a home study program, ebook, micro-continuity program, membership program, video training series, etc. Some people want to listen to video, others prefer reading, so it’s best to include more than one delivery method. Some people prefer do-it-yourself, while others want more hand-holding and support. Some people can’t afford the big ticket items. Create your products and services to deliver your solutions in multiple formats, with different price points and varying levels of access to you. The more access they have to you, the more they pay.
5. Market before you create
Before you create your program, figure out how you’re going to market it. This means ensuring that people are going to buy what you sell. You must market what people already want and buy. Don’t try to create demand, unless you’re geared up for frustration and a lot of hard work.
How do you know if your target market will buy what you have to sell? Look at the competition and see if people are already buying similar solutions and at what price points. You can also survey your list/prospects to ensure it’s something they need help with, how they want that solution delivered and what they’re willing to pay for it. Write a blog post about it and see how much interest is generated about the topic. Host a free telseminar on the topic and see how many people sign up and what kind of questions they ask.
Have your marketing strategy in place before you fully create your program. Will you use a teleseminar, video series, speaking opportunity, joint venture, live event, or some combination of the above. How will you drive traffic? How will you make your offer irresistible?
No matter what kind of business you have, you’re really in two businesses. The business of delivering your products and services, and the business of marketing your products and services. “Build it and they will come” is a fallacy. You have to build it with a keen understanding of how you will get them to come and what you want them to do when they get there.
Embrace these principles of marketing and you’ll make your business much more rewarding, for both you and your prospects.
Please share your comments below, and if you found this post helpful, please share it with a friend by clicking on the Facebook or Twitter icons below. Thank you!
Cindy: You call it “simple.” I call it profound. This blog sums up what many would call the “Things I wish I’d known before I started my online business!” Your 5 Principles, properly applied, could turn most struggling businesses around on a dime. No wonder you’re getting a reputation as a “coach’s coach”!
Al, you’re truly the best. As a Personal Branding expert, you know the importance of what I’ve shared here. The truth is, it’s easy to see these things in retrospect. Had I known and really understood how to apply them when I started my business, the journey would have been so much easier. No regrets though, because now we can help others shorten their own journeys. Thank you!
Cindy: Wonderful post. You have provided great steps for any entrepreneur to follow in order to develop their marketing strategy. As always, you give valuable information with your great teaching style.
Pam
Thank you Pam. I always appreciate your comments so much. It’s been too long! Let’s catch up on skype:)
Cindy, as always a very insightful and well written entry
I especially agree with points 4 and 5… it’s all about offering solutions for your clients and working what those are before you create your products and services. I always tell my clients – Sell it first and then produce it!
Thanks for stopping by and sharing your comments Wilma. I appreciate it. I love that “sell it first and then produce it”. It’s so true. I’ve seen too many cases where people prepare websites and programs for which they don’t know if there is a viable market, and then they are disappointed when they don’t make any money. Find and research your niche, find and research your competition. Know what solution you offer for whom, make sure it’s one they are actively looking for help with, and are willing and able to pay for. Thanks Wilma!