Have you tried marketing your small business and thought to yourself what am I really doing? Is this way of marketing the most effective way to do it? Is there a way to automate my marketing strategies and get repeat business without having to do this continuous legwork?
Well, there is a way. As with anything, it’s not as easy as it first appears. However, if you are able to grasp the concept and execute, you can easily have repeat business and extreme growth.
To get started, let’s look at the way you currently are marketing and why it is ineffective.
The Old Marketing Strategies DeBunked
Top of Mind
This is just mass marketing. Think, billboards, TV commercials, radio, mailers, etc. In this scenario, you are spending large amounts of money to grow your customer base.
Sure, businesses do have success with it. But, is it the most effective strategy for repeat customers and low acquisition cost? Probably not. Think about how many people throw mailers away, pass that billboard, or switch radio stations once the commercials hit.
Just in Time
This is marketing to those that are actively looking to purchase. So while top of mind was consistently throwing your name out there, this type is throwing your name out at just the right time.
Examples of just in time marketing would be Google Ads or Facebook Advertising. Again, it could work for you, but is it the most effective? No. You are shelling out tons of money for every single transaction that eats into your profits.
Friend of Mine
Simply put, this is referral based marketing and can be quite effective when this is coming naturally. The problem with this strategy, however, is most business owners are looking at it wrong. They ask for referrals and use referral programs. Sure, again, maybe they work, but perhaps there is a better way than continuously asking.
The common denominator
Ultimately, all of these strategies require actions and money in order to receive an output. It’s a formula of X money in, equals Y money out. You spend money to get your next job!
What if that changed? What if you spent money and it consistently sent you business?
The New Way to Look at Customer Acquisition
It’s mass marketing, friend of mine, and just in time marketing put together with a different flavor.
The new way to look a customer acquisition and marketing is through content and being a resource. You need to dig deep and find your customer needs, moreover, you need to understand their struggles and then actively make solutions to solve those struggles.
If you are a home inspector or plumber, I don’t mean you are the solution to their problem. In other words, the home inspection or plumbing repair is not the solution to their problems.
Let’s look into this a bit further.
Be a Wealth of Information
You will need to be a wealth of information. For instance, if you are a local plumbing company, having a website as your central hub for all your information would be perfect!
Imagine if your clients ever had a question, you could point them to the website. Not only does this make your job easier, but you could also formulate the website to collect job leads!
Being a wealth of information online, is the perfect example of this type of marketing. Furthermore, the content online is forever online so it will be like a billboard on the highway, there for viewers when they want to view it.
Going to the extreme
You could take being a wealth of information to the next level as well by doing YouTube videos or offering solutions to their problems on your website.
A great example of going to the extreme is what Waypoint Inspection did. Waypoint created a resource center on their website specifically for homeowners and Realtors to find solutions to their problems! Have an electrical question? Resource center. Need permitting information? Resource center. Need a contractor we know and trust? Resource center. Are you showing a home and need to talk to an inspector NOW? Resource center!
On top of Waypoint’s resource center, they also make YouTube videos with Realtors to shout out their brand, and give more information to other Realtors or homeowners.
The Greatest Thing About It
The greatest thing about being a wealth of information? It’s there forever online and consistently gains leads. It’s an easy access point to talk to your potential customers in a non-threatening manner too.
Nobody wants to hear your sales call. Nobody wants to see your bill board ad. And nobody wants your latest email update about your company. Nobody cares.
But customers do care about free information they need!
How to Do It
Alright, so if you are wanting to take part in the wave of marketing, here’s how to do it.
Identify customer or referral needs
Many people think they know their customer or referral needs. But sadly, they do not. So be sure not to skip this step!
Identifying customer needs can be done several ways.
You could: straight up ask them. Call, email, go door knocking, ask them what you can do to help them. What information they are looking for or what would help them succeed using your expertise?
Map their needs from start to finish
Next, map their needs from start to finish. From where the customer could start using your expertise from when they finish. Ensure you are touching the customer or helping them all the way through.
Automate your marketing of your marketing
Then we are going to develop our marketing strategy and automate it. The most common and easiest way to do this is through online sources and systems such as Active Campaign.
So if you are a plumber (I love picking on plumbers for some reason), you could blog about everything relating to plumbing. You could create videos on how to fix common plumbing issues. Heck, you could also create a resource on your website that helps identify common plumbing issues like if water is not draining.
The point is to get your information out there, and automate it.
Live by it & Stay Relevant
Now you need to live by it and stay relevant. Do not stop informing and helping others. As you continue to help and inform potential customers, you will see they are much easier to talk to. Also, as you talk with them and help them, you automatically become their go-to, as well as, become the expert.
Creating fresh content based on current events is definitely needed to keep up with the times and gain more traction.
Lastly, we need to track your efforts. Track your video viewership, track your website visitors, track your email list/open rate.
The key to this marketing strategy is to not stop and regular growth takes time. So as an advertisement on Google works immediately, this type of marketing is delayed as consumers get accustomed to using your resources.
Do not be concerned if it takes at least 6 months to see some traction on your efforts. Of course, it all depends on how effectively and how much you are working towards being a wealth of information.
If you would like to learn more on the subject of business marketing and smart marketing, you can read Youtility by Jay Baer.
Have a question comment below.