Marketing your a small business can be a sometimes frustrating - sometimes rewarding, experience. I suppose we all have some level of love-hate relationship with marketing.
As promised here is the first of my three part marketing tune up!
For many professional services firms there is tension between two competing issues when it comes to blogging consistently:
1) “We should be blogging as often as possible to establish thought leadership and drive quality website traffic.”
2) “We don’t want to give away our secrets so that clients can solve their own problems without paying us.”
I often hear concerns about “giving away the store” from leaders of consulting or professional services firms. This is understandable -- after all, your expertise is what people pay for. Why on earth would you share advice for free!
Ever feel like your prospects are playing hard to get? You’re not crazy. Prospects are harder to reach these days -- well, at least through traditional means. Think about it. Twenty or twenty five years ago people looking to make a purchase had to interact with possible suppliers in order to do their research and make informed decisions.
I recently facilitated a roundtable discussion among small business marketing VPs and Directors. In that meeting we discussed the challenges that small businesses face (and the marketing leaders stress over) in attracting and retaining more of their ideal clients. We covered a lot of ground -- what strategies were working for each business, what aspects of their marketing needed improvement, best practices in nurturing existing contacts, and more.
As they often say, the more things change the more they stay the same. In the world of marketing it may feel like nothing stays the same. The dizzying number of venues, engagement tactics, and technologies can lead a marketer to believe that, in order to create irresistible marketing messages he or she has to scrap everything learned more than 6 months ago and think “outside the box.”
Would you agree that using an effective marketing message is wiser than using one that is not effective? Of course! So why are so many independent professionals using a marketing message that is never going to get them good results?
As I hinted in my previous post, wouldn't doubling your monthly revenue between now and the end of 2015 be a great accomplishment? If you decided after reading that post, that you want to be the tortoise… that you are in business for the “long haul” and see the value in moving steadily forward this year, I’ll explain the steps in this post.
If yours is like most small businesses, you don’t have a dedicated VP of Marketing. That’s a luxury reserved for corporations or at least companies with 10’s of millions in revenue, right? For now you, the business owner, struggle to set aside time to think about marketing, occasionally lob an answer back to your web designer who has been begging for content from you, then wring your hands over whether or not to renew that ad campaign (tough decision because you actually have no idea if it’s working).
Over the past few years I've gotten into making pizza at home, completely from scratch. I make the dough, cook up the toppings (well, my wife now tackles much of that part), toss and form into a nice thin crust pizza -- the whole nine yards.