Naomi Dunford of Ittybiz just posted a game about making sure your readers understand your business. Since Naomi’s posting for the second time on this topic, and she’s brilliant at helping tiny businesses get less tiny, let’s play her game. What you need to do is copy the following questions into a document, and then <drumroll> answer them. Then, for big bonus points, make sure your website answers them!
What’s your game? What do you do?
Why do you do it? Do you love it, or do you just have one of those creepy knacks?
Who are your customers? What kind of people would need or want what you offer?
What’s your marketing USP? Why should I buy from you instead of the other losers?
What’s next for you? What’s the big plan? Read more
How’s Your Website Experience?
There’s nothing more frustrating than a website that fails, because our visitor’s expectation is 24/7 service. It’s important that you make sure your site is serving your clients well, and that if it does fail, they’re not at a dead end. Here are three ways to ensure your client’s experience on your site is what it should be.
Fix Your Broken Links
First, make sure your site isn’t littered with broken links. If you’re running WordPress, the Plugin Broken Link Checker makes this easy. It will monitor your site for links that no longer work, and point them out to you for repairs. Remember that a link may appear broken if a site is down temporarily, so don’t rush to fix a broken link that just appeared. If it’s still there in a day or two, get on it! Read more
Seasonal Business Disorder?
A friend of mine, a sales professional, is frustrated with the lack of focus in the people he’s been calling for the last few days.
“Everyone’s going through the season change – it’s like menopause for business.”
Everyone seems to be busy, scattered, and a little unfocused. I don’t know if they’re feeling mood swings as well, but it seems like a tough week to get people looking forward… or backward, or in any constructive direction.
Maybe it’s the kids going back to school soon, or the urge to cram activity into the last week of summer. Whatever is causing the distraction, it’s a bit frustrating when you’re trying to connect to get business done.
Perhaps this is a good time to plan ahead for what happens after the Labor Day weekend. Usually it’s a good time to get my clients looking forward. Their kids going back to school reminds them of the importance of learning new things, like applying web marketing to their businesses. Read more
Are You REALLY Marketing Enough?
The first challenge for my clients in our Weekly Marketing Mastermind Group Coaching is to realize what they’re really getting done in terms of their small business marketing. Action matters, not plans. Most people underestimate what they can accomplish in the long term and overestimate what they can do in the short term. Here are two questions to get you started:
- How much time do you spend on marketing in your business, on average, every day?
- How much time do you think your business needs you to spend on marketing every day?
A Tiny Marketing Action Has Big Impact Over Time
Over time, taking a very small marketing action consistently will add up. Creating the habit of taking action on your marketing every day is of huge benefit to growing your business.
Think of water wearing away rock – a drip system of tiny actions can add hugely to your marketing impact over time. Read more
The World’s Greatest Car Salesman
I just read a story about Joe Girard, known as the world’s greatest car salesman. He was the only salesman to be inducted into the Automotive Hall of fame – for selling 13,001 cars in one year!
Joe started his working career at 9, shining shoes during the great depression. He was an abused child, living in a Detroit ghetto, but he rose to become unparalleled at his chosen career, selling automobiles. His sales secret was pretty simple, too. It wasn’t high pressure sales tactics or manipulative closes. He simply never let a customer forget him, and most of his customers were repeat buyers. Many of them started as referrals. His “secret” was consistent marketing. Read more
I’ve been talking to various people today, and I wanted to point out the huge contrast between a couple of them. First, let’s talk about one of the calls I tried to make, from contacts I made at a business mixer this week. I picked up a copy of my card (yes, this person had no card), with a name and number scrawled on the back, and it went to voicemail.
Except it didn’t.
The message was “this customer has not yet initiated their voicemail service. When you speak to this customer, please remind them that they need to configure their voicemail.”
Wow. There’s a marketing impression.
Now, I know stuff happens. There’s probably no marketing sin that I haven’t committed at some time, I’ve just learned better in some cases. It’s easy to overlook details, but having your voicemail set up is a good basic to get out of the way. If you haven’t already grabbed it, the free Small Business Marketing Self-Assessment does remind you to check that you have a clear phone message (or phone reception) set up. Plus over 40 other things to check. Read more
Consistent Marketing a Bite at a Time
Consistent marketing is the magic behind our Outcome-Focused Weekly Marketing Programs. When the actions necessary to promote your small business, build your reputation, and develop a stream of prospective clients are broken down into bite-sized pieces, they don’t look so overwhelming.
For example, most businesses benefit from having a testimonials book for sales presentations. Gathering those testimonials together may seem like an overwhelming challenge, but if you gather just one or two per week, at the end of the year your book contains 50 to 100 testimonials. That’s the power of consistent marketing.
Building Your List is Essential
Building your mailing list is an essential part of marketing, and the number one thing that most entrepreneurs regret failing to do immediately when they launched. Read more