Marketing. The elusive, yet essential business element that can be the difference between a slew of raving fans buying like their lives depend on it and, well… crickets. It’s hard to know what to do, who to listen to and where to invest when there are so many avenues you could travel down in the world of marketing: digital, print, outbound, inbound, content, social media, search engine, email, conversational… the list is nigh-on endless. So where do you direct your energy (and finances) for marketing that actually works?! The truth is, there are plenty of variables to consider – your geographic location, your customer demographics and tastes, your offering (i.e. are you product or service-based). There are equally some constants that will be ever-faithful, and increasingly important in a technology-driven existence. Let’s go through the bread and butter of marketing for your business…
What even is marketing?
Let’s strip it all the way back. Marketing isn’t simply advertising in the local rag or having a Facebook page. Marketing is everything you do to promote your products or services (and encourage customers to part with their $$$). From your branding to your business practices, everything is included. No wonder businesses have an entire department dedicated to the art of marketing! The fundamentals of marketing that works will be fairly similar, regardless of the size of your organisation: website, social media presence, strong, coherent branding.
Why a website matters
Harnessing the power of a good website (with a solid SEO strategy), you have the ability to add authority and legitimacy to your business, as well as reach new customers on a global scale. With a clearly written website that perfectly demonstrates what your business offers, who it offers it to, and why your product or service is better than your competitors’, you’re set for success. Marketing that works absolutely needs a website… How is yours looking these days?
Many business owners believe that a Facebook page is all they need to attract and maintain a relationship with customers. While social media accounts offer certain benefits, and should absolutely be a consideration in your marketing plan, they also have limitations that need to be kept in mind.
What about social media?
Let me be clear. My argument is certainly not that your business should avoid having a social media presence. Simply that it shouldn’t rely solely on social media for digital visibility.
Social media can be time consuming, especially when you’re first starting out, and often requires a professional touch to experience high levels of audience engagement. Having said that, it’s a wonderful place to demonstrate your brand personality and truly connect with your intended audience. In doing so, you build up your ‘know, like and trust factor’, where customers are increasingly likely to buy.
I have a logo, is that enough branding?
Your logo is only a small portion of what makes up your overall branding. Branding incorporates everything that would make your business recognisable. Yes, your logo and colouring, music, your company ethos, even the way you engage with your customers along the customer journey. Branding takes up a huge part of your marketing considerations and should absolutely be top priority to include in your annual marketing plan. Make sure you check in with this plan as the year progresses. If you’re in search of marketing strategies that work, look here first!
Amanda Findlay is a certified bookkeeper with a brain for business strategy. Get in touch today to discuss how Complete Bookkeeping Concepts can help you improve your business practices.