It seems like everyone is taking a deeper look at their marketing right now.
And, we’re all trying to make decisions about what to do going forward. I hear questions like this from my clients:
Should I drop Facebook? Or keep Facebook and run ads? Should I set-up up a new LinkedIn business page? Advertise on LinkedIn? Run Google ads? Publish more blogs? Dig into Instagram? Pin on Pinterest? Tweet? Email blast? Funnels?
I get it!
Whether you invested in digital marketing before COVID or not, there’s every indication that online is where people and businesses turn to make their buying decisions, now more than ever. In fact, the NY Times just announced its digital ad revenue has reached the point where it exceeds its print revenue for the first time ever.
The other day I had a conversation with one of my clients who’s in the local chapter of a prestigious organization for female business owners who run million-dollar companies. She told me that during a recent chapter meeting nearly everyone in the group said,
“Our marketing is a mess!”
Let’s face it. Marketing is where you try to tell your business story so the right people listen. The reason business people often describe their marketing as a mess is not because they’ve invested in the wrong platforms. It’s because they’ve only been focused on tactics.
If tactics aren’t what you should be focusing on, then what should you be focusing on?
Before I answer that question, let me ask you this:
If you knew exactly what to say to make your ideal customers listen and act, do you think your marketing would still be a mess?
If you answered, no…read on…
In the 20 years I’ve been in marketing I’ve learned a few things. And, the biggest most important lesson I learned is this:
You must be totally clear about your ideal client or customer for your marketing to produce results. It’s true for every single business without exception. In the past year I’ve worked with an accounting firm, a custom software development company, a corporate leadership consultant, and many more types of businesses and without exception, once they nailed the identity and characteristics of their ideal client or customer encompass, their marketing went through the roof.
While I won’t pretend getting totally clear about your ideal client or customer is easy, it’s easier than you think. Because you actually already know more about them than you realize.
First, download this free checklist and answer the questions.
Next, make a list of sentences and phrases that are exactly how your ideal customer describes the problem you can solve and how it makes him feel. Then, describe what he wants instead of his problem and how he wants to feel.
When I say, use her words, I mean verbatim. Let’s say you own a corporate recruiting firm and your ideal clients own technology companies. Don’t write “I need qualified candidates” – it’s what your ideal client needs, but it doesn’t describe how having that problem makes them feel.
Initial buying decisions, even for B2B, are made emotionally. When your ideal client or customer hears their own thoughts in your marketing messages, they know they’re in the right place. That’s where emotion comes in.
Emotion is the missing ingredient in most marketing messages.
When your marketing messages are in your customers’ own words and incorporate the emotion they feel when they think about the problem they have (that you can solve), they immediately get that you get them.
Moreover, by reflecting your ideal client or customer emotional state in your marketing (especially on your website) you will stand out from your competitors and even better, stop being compared to them apples to apples.
You’ll know what to say and where to say it…
Your marketing will no longer be a mess!
Here’s the good news – (you knew this was coming ;). I’m an expert in this stuff. I am exceptionally good at helping businesses nail the identity of their ideal clients and customers and create marketing messages that those people pay attention to.
I’ve helped hundreds of businesses accomplish this – and I can help you.
If you just took a look at your website and realize it needs a refresh. If you’re sick of thinking about which platform to use to get your message out there. If you are ready to tell your business story in a way that attracts your ideal clients and customers right to you already 70% ready to buy…you are ready to work with me.
Set up a free 30-minute strategy session with me and I promise I’ll tell you something about your ideal client or customer that you never thought of before.
(And you can take it from there.)