You have a great business and you’re selling a great product so where is everyone?
It’s a little embarrassing to admit this, but a few years ago I purchased a gift basket company, advertised a little but didn’t really do any marketing. In fact I didn’t give a lot of thought to my market… I mean everyone can use a gift basket from time to time. Right?
Ok that is true, but what is also true is that marketing to everyone is as impossible as slamming a swinging door! People have different tastes, different ideas about gift baskets, different price points they are willing to spend, and the corporate market has very different uses for the gift basket than the general public. Once I got clear on my audience I started marketing specifically to the corporate market and joined the Chamber of Commerce to build on the brand. But even that market is vast… eventually I honed in on the sales professional who could use my product to thank their customers while further branding their own identity. It was a great lesson in attracting the right audience. Casting my net too broad created inefficiencies within my system and made it difficult to manage both time and inventory.
Advertising in general is the oldest concept in the business owner’s tool box. It tells everyone where you are and what you are selling…whether the observer needs it or not. Advertising is the sign in front of your building, the decals on your car and the website sitting on the internet. When you think about investing in advertising you also must think about your marketing plan and the variety of ways you can create interest in your product.
Marketing is the vehicle that encourages a specific buyer to visit your advertising. You see, there is always a two step process here. The more specific and targeted your marketing campaigns the more ready-to-act buyers you attract. Online, your advertising should welcome prospects into a sales funnel where they can become a qualified lead and an eventual customer.
People advertise and think it’s marketing because let’s face it in this day and age it is hard to find the time to both create and implement a marketing plan. It’s easy to buy advertising space, but takes time and a whole new learning curve to create a marketing system. For the new work from home professional building a business, it can all be a little overwhelming. Stick to the basics. Success is a daily practice… you will be surprised at how much you can accomplish by doing one thing every day to attract people to your business. Think about the people you want to attract to your business, the people you want to work with, what kind of problems do they need solutions for, where will they look for those solutions, how can you help, what forms of marketing interest you??? Once you know the answers you’ll be ready to layout a plan of attraction!
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