“Even when you are marketing to your entire audience or customer base, you are still simply speaking to a single human at any given time.” – Ann Handley
Skeletons in your Business Closet
As a business owner you know how fast things move. Ideas are presented, are executed upon and forgotten about on a weekly basis. Many businesses we work with tend to hang on to ideas for too long. They are kept on the back-burner, to be executed after a certain date or event. These ideas can bring your business down when you need to free up room for new and fresh ideas. Think about what ideas you are clinging on to that might not be serving your business anymore.
Which strategies can you burn at the stake?
A routine around a strategy can be addicting, especially when it seems to keep your business afloat…but strategies can be dangerous too. They have to be adjusted and updated constantly. Many businesses will develop a strategy or campaign and never adjust it for 6 months, 1 year or more. These could be things that are reporting well and are getting results. Yet it is rare when something can stay static and maintain its value over time. What marketing strategies are you holding on to that you can let go of? Are they really providing you with the results you want, or is it just snake oil and magic cauldrons?
What ideas can you revive?
Remember that great idea you had 6 months ago? You outlined it in great detail in a google doc. Then the weekend came along. The next week was incredibly chaotic and next thing you know.. you totally lost that idea. It’s time to look over those old ideas. Maybe they are ones that worked in the past. Maybe they are ideas that never got put into action…especially if your business is feeling stale and you feel like a walking zombie. Reach out for inspiration in your past ideas. Bring them back to life in a new form!
How are you catching customers in your web?
Your business most likely has an ongoing strategy for how you capture and nurture new customers (If you don’t, then you should start thinking about that). However many times that strategy remains static and will go a year without change or analyzing its results. You might be using the same Facebook Ad strategy that you had 3 months ago. The digital world changes quickly. Take a deep look into how you are capturing customers, how you are nurturing your current customers and driving them to more sales. Think of other possible strategies for reaching your audience or even finding a new audience.
Every customer is different. Just as the intro quote to this email above by Ann Handley states, your audience is made up of a lot of individuals. You are talking to each person one at a time. Some of those customers like to be sold on performing trick. Others like to be sold on treats.
What does that mean?
You can sell your product or services in many ways. Some of these ways mean providing your customer by performing a trick. You give them a presentation of why and how your products works. You show them the benefits of your business. You show them the “trick” of your business.
Other customers are sold on the actual treat. Give them a sample of your product or service. For example, let’s say you are in the web design/development business. Give your customers a demo of a beautiful site you have worked on in the past…or put their logo and colors on a template. Post it online and send them a treat!