Talk about missed opportunities

I recently wrote a blog, ‘I didn’t know you did that’

There’s nothing worse than someone not knowing you supplied a product or service they needed. Talk about missed opportunities.

But why is that? Are we just too busy? Or is it a case of we’ll do it tomorrow? Whatever it is, it’s time to make a change!

When it comes to your marketing, we talk about six key areas, or superheroes as we call them:

Awareness  – Be there, make sure your potential customers are aware of your brand. If you’re not on the list, you’re not a consideration.

Interest   – They’ve heard of you but they want to know more. Deliver them the right amount of information at the right time.

Evaluation – Can you do what you say you can? It’s all about the proof, show them what you can do through your customer testimonials.

Trial – Can they try before they buy? We all love a cake sample in Starbucks with our coffee!

Adoption –  They’ve made the decision to buy from you, it’s now time to make them feel extra special.

Loyalty – Keep talking to them, continue your customer journey. Is there an opportunity to cross sell them into other products or services?

The businesses that are successful are constantly pushing out content that is consistent, engaging and adding value. It’s all about getting awareness and interest in your brand. It’s a key part of your marketing strategy – if you’re not putting yourself out there then how does anyone know you exist? And we’re not just thinking of social media. It could be door drops, radio, PR, direct mail – the list goes on.

When it comes to raising awareness and interest, from our experiences and chatting with clients we know businesses generally fall into these categories:

  1. We’re doing it (ish)
  2. We’re not doing it
  3. We’re on it

We’re doing it (ish) – We did a bit but then we got busy. We didn’t get any sales from it. We’ve got nothing interesting to say. We’ll do it when we get some spare time.

We’re not doing it – We get loads of referrals and all our business is word of mouth so we don’t need it. We don’t know where to start. We’ve tried it before but it didn’t work.

We’re on it – We’ve regular content going out. We have a plan. We’re seeing results.

What’s stopping you?

If you’re not ‘on It’, then what’s stopping you? People are busy and we’re no exception. We have to practice what we preach so we regularly book one day out a month to create all our content. Memes, blogs, posts – it helps us get focused so we don’t have to worry about it for the rest of the month.  And we follow a process for creating the content – if you’d like a copy just drop me a message and we’ll send it over.

Time to sense check

Even if you’re on it, it’s just worth checking a few things:

  • Are you 100% sure on your target customer, if not then you could be putting content in the wrong places and takin about the wrong things
  • Have you got a plan?
  • Have you got measures in place?
  • Is your messaging consistent?
  • Is your brand consistent?
  • Where does this fit in terms of your marketing touchpoints?

Here’s one final thing. You need to want to do it. If you don’t fancy this or it’s just not for you then engage with somebody who can help you. Otherwise it will slip down your to-do-list and you’ll go and find something more interesting (and fun) to do!

Link it all together

Sometimes it’s difficult to see how all this marketing activity will link together. So, it’s worth taking the time out to identify all of your marketing touchpoints. This will help you understand where and when your content will be used. And to help we’ve created our handy guide, Ten key touchpoints to increase the lifetime value of your customer.  Just click here to download it.