When was the last time you sat down and took a thorough look at your marketing plan? Do you even have a marketing plan, or are you just flying by the seat of your pants, doing whatever you see others doing, or what you think you should be doing?
Successfully marketing a business requires clear and concise strategic planning.
If you are struggling to attract your ideal clients (you do know who they are, right?), your marketing efforts have not been working, and you’re not making sales, there are a few things that could be happening:
You are the hit it and quit it type
Now before your mind goes somewhere else, let me explain what I mean. If you post information about your business, products, and services in Facebook groups, Google+ communities, etc. (without interacting with the group) you are the hit it and quit it type. People will most likely NOT buy from you because a.) they don’t know you, and b.) you have not formed a relationship with them. The sales process is an emotional one. People buy from those that they know, like, and trust. Yes, your products and services are important, BUT you will make more sales if you form a genuine relationship with your clients and make them feel as if you are the ONLY person with the solution to whatever problem they are having. So, stay away from BUY ME, BUY ME, BUY ME, that is the surest way to repel people away from your business.
You’re really active on social media one week, then there’s crickets the next week OR you started blogging, then you seemed to fall off the face of the planet. Now, you have come to the realization that blogging and social media are NOT the way for you to get clients. WRONG!!! You have to be consistent if you want to see results. If you do not stick with something long enough, you will never be able to determine whether or not it is working.
You’re not tracking your efforts
How can you determine if something is working or not if you are not tracking your efforts? Do you know where the bulk of your website’s traffic is coming from? Have you installed Google Analytics or another tracking service to check? How did your last few clients find you? You should be keeping some sort of spreadsheet, or come up with a system to track this information so you’ll know what’s working, what’s not working, and where to focus your time, efforts, and marketing/advertising dollars.
Your message is not clear
What do you offer? What products/services do you provide? Are you clearly articulating that in your marketing message? Make sure that potential clients can easily understand what it is that you do or sell without having to guess or take extra steps to find out. If you offer multiple products/services that do not relate to one another in any way, make sure you separate the two.
You haven’t defined/are not speaking to your target audience
A common mistake that entrepreneurs make is thinking that EVERYONE is their client. While it may be true that any and everyone can use your product or service, when it comes to marketing, you have to speak directly to those clients that you envision yourself working with. How do they speak? Where do they hang out? How much money do they make? The answers to these types of questions will help you determine how to go about reaching them. When putting together your marketing message, act as if you are talking directly to your ideal client, who is sitting right in front of you. How would you speak his/her language? If you have not already clearly defined who your ideal client is, I highly suggest that you take a moment to do that before you continue in your marketing efforts. Knowing this information will save you a lot of time and effort chasing after the wrong clients, and help you begin to attract the right ones!
You’re focusing on YOU, not THEM
Your marketing message should focus on what you can do for your clients. What results will they achieve after working with you? Why should they work with you instead of the competition? Let the answer to these questions be the focal point. Focus on what you can give.Your prices are too low
Your prices are too low
Pricing plays a big part in whether someone decides to use your services, but maybe not in the way that you think. Oftentimes, entrepreneurs will underprice their products/services because they think that is the way to “entice” clients. But, it actually works to the contrary. It is all about PERCEIVED value. You have to make sure that your client understands the value of what you do. That should be reflected in the quality of your marketing materials and what they will receive in working with you. You should know your strengths and be well versed in the benefits of working with you so that you can call attention to it when selling your services. It’s one thing to want money…everyone wants more…but it is something entirely different to be worth more. Show your clients that you are WORTH more.
If you have been struggling with attracting your ideal clients, could use some help creating a strategic marketing plan, and simply aren’t making the type of money you would like to be making in your business, we should chat! Email me at firstname.lastname@example.org to schedule a 20min complimentary discovery call to see how I can help you reach your business’ marketing and financial goals.
To Your Prosperity and Success,
Business Success Coach | Marketing Strategist | Motivational Speaker
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