Why You Should Stop Telling People About You in Your Marketing

Small Business owners have the weight of the world on their shoulders.

Usually fuelled by a passion, small businesses are the lifeblood of most local economies, but having worked with many over the years, one constant frustration is how to get more people to know how and what they do and stand for.

Few get this naturally, most end up giving their revenues and profits away via discounted coupons, ineffective advertising, SEO experts!, the list goes on, but the results largely are the same, new fresh customers are hard to get.

At least that's the perception.

The reality though, is quite different, it’s just the messaging of small businesses is usually poor and doesn't resonate to the right audience.

Before Google, there were many other media forms for people to find products and services, this proves that nothing has changed, people seek products and services all the time.

But how does a small business get noticed?

Firstly, if you’re competing with everyone else, your opportunities are diluted right from the start.

Yes you can try google optimization via experts but unless you can get your product or service to match the search terms of your prospects on page 1 you won’t, or very unlikely to, get seen by your audience.

In my experience the biggest mistake small businesses make is telling their audience how great they are, how much experience they have, how many previous customers they have had and even show great testimonials.

But because the marketing message is focused on them, prospects move away because believe it or not that's not what they are searching for.

Most small businesses are not aware of who their ideal customer is and as such they are unable to create a connecting marketing message to them.

Image being at a baseball or hockey game and spotting your ideal customer on the opposite side of the stadium, you shout and scream but they don’t hear you.

That's exactly what most marketing campaigns are like. Or dropping 30,000 leaflets out of an airplane over your city hoping your ideal customer picks one up.

In this digital space there are a plethora of digital specialists who will design a website, optimize your SEO, post on your social media accounts etc.

If you have used them in the past, and most small businesses have, how effective have they been for you (1)?

Have you been able to see the metrics (2) and has the digital specialist been accountable for the results (3)?

Mostly the answers are 1. Not very. 2. No and 3. No.

Not in all cases, but largely this is the case.

So how can you separate yourself and be less reliant on others?

Easy - learn to plan, execute, and control your own marketing strategy.

I hear you say:

1. But I don't know anything about marketing! - Maybe but if you’re willing to learn then you will.
2. I don't have the time - If it’s for the best for your business, you need to prioritize and find the time, otherwise you'll be trapped in the cycle of where you are now.
3. It must be expensive to learn - not really, but equally how expensive is it for your business to not have a great lead generating system and retention system in place? It’s an investment in your business that will gain more ROI, month on month, year on year once you control your own campaigns.
4. Why should I listen to you - well you don't have to, that's for sure! You could just keep on doing what you’re doing and continue to be frustrated by not having as many customers as you desire. Previously, I've been a Fortune 500 Company Director, and was responsible for marketing and business systems that grew business during a major recession, whilst our competitors were losing revenues and profits. So, you can leverage your business from my knowledge.

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As we go into 2022, there are exciting new things happening and one of those is a FREE small business marketing audit for businesses that reach out to me for it.

It’s designed to give you an almost immediate insight about your online presence and your marketing campaigns, and what YOU can do yourself to start setting yourself ahead of the competition.

Start your 2022 with a new vigour to get your small business pumping.

Reach out to me if you want to avail your FREE audit.?

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