How to Better Strategize Your Marketing
As a small business owner, time is elusive, and too often marketing tends to fall to the back burner. Owners are so busy running businesses, honoring family commitments and the million other things they need to do on a daily basis that this vital effort gets short shrift. Yet the simple truth remains: if you’re not marketing a business, you’re not growing it.
Here are some essential steps to that end.
Take a minute to step back and ask what you’re trying to achieve. This will help determine where to spend marketing effort. Do you want to drive more traffic to a website? Need a better conversion rate? Are you trying to create brand awareness? Knowing what you’re trying to accomplish will dictate the appropriate marketing strategy.
Know who you are targeting, and find unique messaging
Relevance is one of, if not the most important aspect of Search Engine Optimization. People have a better chance of finding you if your content is relevant to them. So, who are you targeting, and what words are they using when they hop online and start searching for products or services? What are their interests? What are their struggles? Where do they hang out online… perhaps LinkedIn, or Instagram, or YouTube? How do they like to consume content? Would they rather listen to a podcast, watch a video or read a blog post?
Next, determine your unique brand message? What makes it different and why should they choose your products or services? Being able to articulate this quickly and effectively will create results. As StoryBrand CEO Donald Miller says, “If you confuse, you’ll lose”.
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