What we do is clear & simple. We help grow your business through strategy! But do YOU have a business strategy for your company? Many new (or even experienced) business owners see their products or services as something that’s wanted or needed and that what they offer is something that people just can’t miss. What many don’t have is a clear strategy of their business and marketing plan. You need to know not only where your business is going but also who you serve and what your plan is to get there.
What you offer
You should be able to very clearly and very simply explain what your business offers. This may be harder than you’d expect! It’s usually very easy to explain what you do to other business professionals in your field. But it can be harder to explain what you do to potential customers. Even though we at BPetersonDesign offer a wide range of services, we can very simply explain everything we do: “BPetersonDesign is a company of strategy. Everything we create has a strategy, and that’s what makes us so effective.” To have a clear marketing message, you need to be able to very simply explain what you offer. That way, you can begin to move forward with your marketing strategy.
What makes you different?
No matter what field of work you are in, you have competitors. What is going to set you apart from everyone else? How will you do things differently? What makes what you offer so great? Why do people need it? Maybe you offer the same service or product for the same price as someone else. What will make people buy from YOU? There are many ways that you can distinguish your business. Your customer service can go above and beyond. You can conduct your business differently. Your service or products can be of higher quality. Brand photography can give your business a face and help people connect with you and be more likely to buy from you. It can build trust and people buy from companies they trust. There is always something you can do to distinguish yourself from the competition.
It can be easy to look at your competition to see who’s successful and then just trying to copy them. But that will only result in you being the second-best version of someone else. Take a look at others around you and think of how you can do things differently. What is it that people really want from what you offer? Meet the needs of your target audience and work to make your offerings serve their needs.
Who is your target audience? And no, it is not everyone. The more specifically you can define your target audience, the better you can market to them. With pay-per-click Google ads and Facebook ads, you definitely need to have your target audience in mind. There’s a saying in marketing that “if you’re marketing to everyone, you’re marketing to no one”. When you just try to market to the masses, you’re going to waste a lot of time and money on marketing to people who are not even interested in what you have to offer. It’s not a good business strategy for selling more products or getting more bookings. When you market to your target audience, there is a much higher conversion rate.
When you define your target audience, you become more relevant to them. If what your business offers and how you conduct business matches what your potential customers are looking for, you’ll be more likely to convert someone into a paying customer. If you just market to everybody, then it’s harder for you and your brand to relate to anyone. People are then less likely to connect with what you do. The more you can connect with people, the more likely that they are to become a loyal customer.
Plan your marketing and commit to it
Once you clearly have in mind what you offer, what makes you stand out from your competitors, and have a defined target audience, you can then start to effectively market to the people you want to reach. Is your target audience more likely to be on Instagram or Facebook? Or perhaps Google ads or hiring a company blogger is the better way to go. Even if one way of marketing is better for your target audience, you don’t want to put all your eggs in one basket. Your marketing methods should be diverse. Before you start spending time and money on a marketing plan, make sure that you have a budget set for your marketing. This way you can plan how to best utilize various marketing strategies for the budget you have available.
Do you need help putting a marketing strategy together? Or maybe you’re just stuck and aren’t sure what to do next to grow your business? Let us help! Our digital marketing experts, web designers, and graphic designers all work together to create content and a marketing plan that is right for you and your business. Contact us to get started.