As we’re wrapping up the first quarter of 2022 (Q1) I think it’s important that we get back to basics. What is it we should be doing, or we should know? What kind of information should you have BEFORE you ever even start marketing?
Many people jump right into marketing without all of the information or they don’t market at all. It’s usually one or the other. Either, business owners jump in headfirst and start doing all the things, without a strategy or follow-up system in place. Or, they don’t do anything at all – they hide out in the Entrepreneur Protection Program.
If you’re on either of those spectrums, I want you to pull back for a second and take in some of these basic ideas that you want to have in place before you jump into marketing.
Here are 7 things to keep top of mind when you’re about to start marketing your business:
1. Know and understand your customers.
Make sure you can connect with your customers on a basic, foundational level. Your product, service, or solution is not for everyone. You don’t love working with everyone. Get honest with yourself and with your audience.
Here’s the thing, when you try to market to everyone, no one will actually hear you.
Get really clear on who your ideal client is and then get to know everything about them. Learn all their problems and how you can move them through those problems to a solution.
2. Niche down on what you’re selling.
Sometimes we get into the mindset that we want to do all the things. We have so many ideas that we want to sell them all. However, confused audiences never buy. Be really clear about what you sell and who it is for. This is the most basic step in your marketing.
Once you have these first two foundational pieces in place, you can create and craft a successful and profitable marketing strategy. And there’s more…
3. You want your audience to be able to relate to your brand.
Your brand, your message, your business – they have to be relatable to your target audience. If you’re targeting moms who make $50,000K – $100,000K a year, you don’t want to be selling them Louboutins. That’s not relatable for that audience. Keep your brand in mind when you’re targeting.
If you are selling a really high-end product service or solution, you also want to be targeting people who can afford those high-end products. And, your brand has to be consistent with that high-end feel. Your customer experience has to be smooth.
Ask yourself, what is your messaging to these people, and does it speak to them? You want to meet them where they are right now and take them where they want to go.
4. Know your worth in the market.
Understand that there are market averages when it comes to a business. Know where your positioning is within that. Are you at the low end? The middle? Or the high end?
You’ll get to a point where you need to ask yourself, “Is the value that I add worth more than I’m charging?” I would say, 99% of the time – yes it is. Imposter syndrome is usually behind the problem if you are charging less than market value.
You are never going to win customers on price. You might get them in the short term, but they won’t stick around because of the price.
It’s all about the value you provide. If your marketing message is all about being the cheapest, ask yourself – is the cheapest usually the best? When people buy, they are looking for the best.
5. Marketing should be an investment.
Most people just see marketing as an expense, but it really is an investment in your business. On average, you should be investing 30% of your revenue into marketing and sales. Reinvest into your business so that you can continue to grow and scale.
Marketing informs your audience of who you are, what you do, who you serve, and it warms them up for a sale. Marketing is how you get your customers into your sales cycle.
Marketing should be an independent piece of your business. Make sure it’s not the last thing on your list. If you’re not marketing, how will anyone know you are there? If they don’t know you’re there, they can’t buy from you.
6. Be transparent.
When you are marketing your business, make sure that you are transparent, authentic, and you love what you do.
Come to your marketing from a place of authenticity and transparency. It will make your marketing so much easier. It will feel less overwhelming and more fun. Always be yourself when it comes to your marketing!
7. Capitalize on what is working
As I’ve said before and I’ll say it again, it’s all about the data! The data will tell you exactly what is and isn’t working in your marketing. By using your data, you are able to capitalize on exactly what is working in your marketing!
You can focus your time, attention, and money on what is working. Then, stop wasting on what isn’t.
If you’re ready to grow your business, increase your revenue, and scale your impact, contact me today! If you want to learn more about what you need to know before marketing your business, listen to the latest episode of the Marketing Matchmaker Podcast! And, if you want to grow and scale your business to 6-7 figures, take the Profitable Scaling Quiz today to make a difference in your tomorrow!