Stop Pressuring Your Marketing
Here’s a great marketing post by Joel Fortner. Joel’s company BlueBridge Communication specializes in helping entrepreneurs effectively market their business. Follow Joel on Twitter. You can guest post as well! Read how to here.
As marketing coach Joe Polish said, “Marketing is a process, not episodic.”
A mistake many business owners make is putting too much pressure on a single advertisement, newsletter or service offer to seal the deal. While this type of marketing can be successful, it’s the exception to the rule. Marketing is not about “getting your name out there.” It’s about motivating people to take the next step toward buying, volunteering, donating or whatever it is you want people to do.
If you’re married—assuming it wasn’t an arranged marriage—you had to woo your spouse first. You had to convince him/her that marrying you was a good idea. You had to build their trust over time. You didn’t just pop the question after the first date!
Stop doing this with your marketing. Instead, let your marketing ideas support one another and ultimately compel your target customer to act. Here’s a four-step example using Facebook.
- You have a Facebook page for your business.
- You run a targeted Facebook advertisement, compelling people to “Like” your page. (Facebook can be a great place to advertise directly to your target audience because of user’s profile information, posting history and so on.) Note the ad didn’t sell anything, it simply moved people a step closer to becoming customers.
- As your followers grow, you continue to build trust, rapport, and market to your target audience. With Facebook Insights, which is free, you can see follower demographics to get an even better idea of who your audience is, see which posts reach more people and when, and so on. All of this information can then be used to improve all of your marketing ideas.
- You execute a simple Facebook posting plan, which includes number of posts per day, types of posts (promotional, engaging, educational, video, photo, etc.) and timing. A key is adding value, not being a nuisance. So, don’t just post offers. Instead, post tips, advice, funny but relevant information, etc. Another key is sharing content that causes people to comment, like or share it. The more people who do this, the more your posts will show up in user’s feeds, based on how Facebook works behind the scenes.
Simply put, the more people engage your posts, the more Facebook recognizes them as valuable content to your following and therefore prioritizes them above other posts in a user’s post feed. To quote a news anchorman I know, “It’s science.” You just have to know how to use it to your advantage. Note, again, you ‘re not just selling to prospective customers, you’re communicating, building trust and rapport, and strategically sharing offerings, services, promotions, etc. If you execute this correctly, you will compel more people to buy.
There is an infinite number of ways to do what I’ve outlined here online and offline. For example, run an ad in a print magazine that drives people to a free educational video online or a free recorded message. The video or message compels them to visit your website, where they can download free, helpful information in exchange for an email address. Now you can continue to market to them.
It all may seem like a lot of work and unnecessarily complex, but it’s not. Getting the attention of your target market, building the necessary amount of trust and rapport and motivating them to buy isn’t easy. But if you commit yourself to smartly working the marketing process, it will pay off.
Question: How can you see this helping your marketing?