Here is a question I always get when someone expresses an interest in working with me to help them launch and market their business - “Have you ever worked with (fill in the blank with whatever industry they are in)?” And if I haven’t, they start thinking I could not possibly help them. The reason for this is they think their business is different.
The reality is their business is no different than any other business when it comes to marketing. The content or industry jargon for their particular business may be different, but the methodology is the same.
Basic steps for starting or growing any business (in order):
- Know your market inside and out
- Have a clear message
- Start building your list ASAP
- Build an engaging website
- Implement direct response copywriting
- Collect and display testimonials
- Follow up relentlessly
- Track and measure your results
- Position yourself as the expert or authority
Now let's take a look at each of these steps individually:
1. Know Your Market Inside and Out
The most important first step is to understand your target market. To sell effectively, you must define exactly who your ideal customer is. This involves more than demographics (age, income, gender). It also requires psychographics (what keeps them up at night, what do they desire, and what motivates them to take action). The more you know about your audience, the more tailored and effective your marketing will be.
2. Have A Clear Message
Your audience needs to know what you do, who you serve and the transformation they will experience after purchasing your product or service. For example, instead of saying, “We offer bookkeeping services,” you would say, “We help small business owners stop losing sleep over IRS audits by providing accurate, audit-proof bookkeeping in 30 days or less.”
Also, consider this question: Why should someone choose my product or services over the competition?
3. Start Building Your List ASAP
Your list is the most valuable asset in your business. "The money is in the list" is a common phrase in marketing. Email marketing is the most effective way to build your list. It's also the most cost-effective way to nurture your relationships.
If you are planning on launching your business in the coming months, the most important work you can do now is sign up for a professional email service provider and start building your email list. Then once you have your website, social media and other marketing in place, you will have a ready market for your product or service already in place.
I have been using Constant Contact for the past 10+ years. It's easy to use and their tech support is great. Click here for a free Constant Contact 30-Day Trial Account.
4. Build an Engaging Website
Your website is often the first point of contact between you and potential customers. It needs to be visually appealing, user-friendly and optimized for converting leads to paying clients and customers.
Engaging content, a sign-up form to capture leads and a lead magnet will get you started in the right direction with your website. A lead magnet is a free report, webinar, email newsletter, video or something else of value that you give them in exchange for their email address.
Consider incorporating a blog on your website to provide more valuable information that addresses your target market’s pain points. You could easily repurpose the content in your email newsletter to use in your blog. A blog will also help with your search engine optimization (SEO) to potentially rank higher on search engines like Google.
5. Implement Direct-Response Copywriting Strategies
Direct response copywriting is designed to elicit an immediate, measurable response from your offers, direct mail campaigns, sales funnels, email signup forms, website, videos, radio ads, TV ads and other advertising using strong calls to action (CTAs).
A direct response copywriter will ensure your content is SEO friendly by writing content that appeals to the search engines while also communicating your message in a way that appeals to your target market. In addition to everything above, I also create landing pages, lead magnets and automated sales funnels using direct response copywriting strategies.
6. Collect and Display Testimonials
Social proof is a powerful tool in marketing. Positive testimonials from satisfied customers help build credibility and trust. Display these testimonials prominently on your website and in all your marketing materials.Always ask customers for a testimonial.
Sometimes people are hesitant to write a testimonial themselves for various reasons. Consider writing the testimonial for them. For example, if they say something positive about you or your business, make a note of it.
Then you can send what they said in an email and ask them if it's okay if you use it for a testimonial. They will probably make a couple of changes and send it back to you.
7. Follow Up Relentlessly
Research shows that many sales happen after multiple touches. Statistics show most conversions happen after the 7th or even 12th interaction. If you don’t have a structured follow-up system, you're losing potential sales.
Newsletters, emails, direct mail campaigns, phone calls, postcards and automated sales funnels are all great ways to keep in touch and follow up. Persistent follow-up will increase sales.
8. Track and Measure Results
One of the most important aspects of marketing is tracking your results. Without tracking, you can't determine which strategies are working and which aren’t. If you don’t know which marketing campaigns are producing results, you’re flying blind.
Use tools like Google Analytics, social media insights, and email marketing metrics to monitor your results. Adjust your strategies based on real data to continuously improve your results.
You can track your direct mail campaigns using a simple Excel spreadsheet. Track metrics such as cost of mailing, response rate, conversion rate, cost per acquisition and return on investment.
9. Position Yourself As The Expert or Authority
Position yourself as an authority in your field. People trust and buy from those they perceive as experts. The more credibility you have, the less resistance you'll face.
You can do this by writing a book (and it's easier than you may think). Another way is to create expert content on your website, your blog and in your email newsletter. You can also host webinars and speak to groups to build authority and generate leads. Always collect email addresses at your events so you can follow up later.
Final Thoughts
Of course, there are many more ways to market your business that I didn’t mention above that apply to every business, such as networking, joint ventures, social media, paid ads, attending industry events and referrals.
But my intention for this email was to give you a barebones approach to starting a business and growing a business. If you implement all nine steps listed above, stay disciplined and take action, your business will be so far ahead of your competition.
As always, let me know how I can help. Call or text 615-308-8078. You can also email mike@mikecoleman.net.
Best,
Mike Coleman