I know it is the nasty 9 letter word – MARKETING! I have a feeling you know I am going to throw in its 10 letter sister – NETWORKING! Before you destroy this document, I have to tell you a big secret. Shhhhh….. listen!
The reason I think so many businesses fail (only 29% of businesses are still open after 10 years according to the SBA) is because they do not understand marketing. They aren’t doing what it requires to let the world know what they do, who they are and/or where they are.
Marketing requires a strategy. It requires being seen in multiple locations. That means both online and offline places. Yes, sometimes it requires money. But there are lots of things you can do now to market that are lost cost.
So to put together your plan I want you to ask yourself these questions:
1. Who exactly am I trying to sell my product to? Let’s say for example you have a home health business for the elderly. Who buys your services? Who makes the initial contact with you? Is it possible that you talk to the children more than the elderly when it comes to actually making the sale? Then the children are who you are trying to sell to.
2. Where do they hang out? What do they read? What sports do they like? What movies do they like? You want to make sure your marketing in those areas.
3. What are their biggest fears around _________ (your product/service)? What is keeping them up at night? What words are they using? Let me give you an example: I work with entrepreneurs who are trying to build their business to the 6 figure level. They have a tendency to be really focused on the money. They wake up in the middle of the night and hear things like “If I don’t start making more money I am going to have to get a job” or “I have to make more money to pay my bills” or “I want to make more money so I can afford to stay home with my kids”. By knowing their fears, I can use their language in my marketing to connect with them. I can say things like “Are you frustrated that you might have to get a job if you don’t start making more money soon?”
I thought I would share a few marketing ideas with you. You don’t need to do them all but you do need to do some of them.
Online:
- Social Media Marketing – Facebook Fan Page, Twitter, LinkedIn
- Video Marketing – YouTube, Vimeo and other video sites
- Article Marketing/Blogging – Your website and article marketing sites
- Email Marketing – Requires that you build an email list
Offline:
- Speaking – This can be in-person or it could be online webinars or teleseminars.
- Write a Book
- Networking
- Direct Marketing – Good old fashioned snail mail.
There are many other forms of marketing; I just wanted to give you a list to start thinking about.
