How can I make my marketing work?
I know you are asking the question of yourself every day. As what works changes day in and day out and the energy shifts, the tactics that get results will change. It becomes a full time job to keep up but the problem with that is that you already have one of those.
I’d like to take you a little further back to consider the essential elements of marketing that don’t change with the wind and will always work for you, no matter what changes in the world around you.
Modern marketing has become exponentially complicated – the must have systems and tech that keep the wheels turning have become the core of systems of selling machines. Automation is destroying the soul of communication and expression.
Intent and energy has to be embedded more and more powerfully as the connection dissipates with over systematised, disembodied and disconnected processes.
And yet we are told relentlessly that there is only one way to approach your marketing.
How can this possibly be true? It makes no sense.
Ideal clients – we all need them, we all want them, we all try to define them.
Often though, it takes us nowhere near as far as we need to travel to attract them.
The Ideal Client Avatar (ICA) has a long history of evolution but as a paradigm for your business, it probably isn’t doing much for you.
Because the focus is wrong.
Have you ever tried to walk in someone else’s footprints?
Were their feet the exact same size and shape as yours? Was their stride the exact same length? Was it easy? Was it comfortable?
We have spent our lifetimes creating our own way of moving, doing and being. It is unique to us.
Watch two dancers dancing the same dance. The self expression that comes from each dancer’s interpretation and movement changes the feel of the dance subtly but powerfully.
Walking in someone else’s steps is not comfortable.
It’s the same with business. Each and every single one of us creates, responds and expresses uniquely. It is our very uniqueness that is the strength and power of our business.
And yet an entire industry is trying to entice you with the promise of an easy solution that works for everyone.
I don’t know about you but when I am told to follow the rules, my first reaction is to question and challenge.
We are fed a steady diet of “you need to do it this way” or “the only guaranteed route to success is to ....” My response is “Why?”
There are some extraordinarily successful people out there – some in the public eye, some not. And most of them never followed the rules, they made them.
Are you selling your soul for your business?
I hope so
I love marketing. It’s fun, creative and intriguing. It has immense power to touch lives. But I totally understand why it gets a bad rap. Tactics, persuasion, the act of selling makes us feel immensely uncomfortable.
Why is there such inherent discomfort in persuading people to buy?
This is, of course, not a black and white issue. The range of greys is pretty impressive. But there are some common core reasons that we need to understand in order to move beyond them and it is all about perspective.
How to Find Your Ideal Customers Online
As more and more of the world gets online, the challenge to find the hiding spots of your ideal customers increases. But there are a wealth of tools to help you.
Before you can start, you need to be beyond clear about who you are looking for.
You need 3 distinct segments of information on who you are looking for.
- Demographics. This is a starting point not an end point. Age, life circumstances, income, location are all important in helping you narrow your focus but on their own they are not enough.
- The issues your target market need to solve. Without this insight, you will not know if there is even a market for your product or service.
- How your target market thinks, sees the world, interacts with the world and what their aspirations are. This information will inform the approach you take and the language you use connect with your ideal customer.
(v) To travel in a purposeful manner towards a vague destination
We have access to limitless amounts of information and somehow this has spawned a belief that we have to have it all figured out. That if we don’t, we are less than we should be.
Well that’s hogwash.
This is a journey of discovery, of learning and of excitement. Journeys are a lot more interesting and rewarding if they aren’t planned down to microscopic detail. We can either look at our itinerary or look where we are, appreciate where we are and grow from the experience.
But a journey without a destination – that is a different matter.
We all have business tasks that we try to avoid.
Do you ever get that slightly crushing sensation when you have to turn your attention to tech tasks?
Or do you run for the hills at the mere mention of copywriting?
In our day to day work, most of us reside predominantly in one side or other of our brains. We are either focused on linear, sequential, logical tasks or we are working on creative, intuitive, multidimensional activities. And shifting from one to the other is incredibly disruptive and challenging. Unfortunately, shift we must because our businesses need attention from both sides of our brains.
What on Earth is SEO?
You know it stands for Search Engine Optimisation and you know it affects your search rankings. But what exactly does that really mean? And what are you supposed to be doing?
SEO is understandably confusing for many entrepreneurs and business owners. Google SEO and you will be overwhelmed with technobabble and ads for SEO services – which probably leaves you thinking that you ought to be employing an agency to do this for you.
STOP RIGHT THERE!
We all get busy doing the things we love that sometimes we forget about or avoid the things that don't set us on fire. For many entrepreneurs, that means some of the really techy things.
One thing I come across time and again is entrepreneurs and small businesses who don't have full control over their digital assets.
It's not an exciting topic and it gets put on the backburner all too easily. But if you lose control, the heartache and financial stress that results is devastating.