Updated: 6 hours ago
If you don't think you need marketing. Think again. Even if word-of-mouth marketing is working for you right now, the traction will slow down at some point.
Even Nike knows that the traction of word-of-mouth marketing doesn't last forever. This fact is especially true if you are looking to grow a business year over year. Nike has been around since 1964 and still actively markets its brand.
So, creating 360-degree marketing is the way to go. It will help you position your business as an industry leader. But, it starts with a winning mindset— a definite commitment to success and your business goals.
Once you get your mind right, create a brand strategy. It is the best way to create a strong brand. Creating a brand goes far beyond your brand identity (e.g., logos). It is more important to be clear about your brand promise, story, personality, voice, and audience.
Creating a Brand Strategy
When creating your brand strategy, ask yourself:
What are your brand values?
What is your company's purpose, and how does it benefit potential clients?
How do you provide your clients with value?
What problems are you solving? (Think about the concerns of your clients.)
What personality will your company have if it were a person?
Now, the answers to these questions will not make you a millionaire tomorrow. But they will help you to communicate with your audience more authentically.
After you create your brand strategy, you can create brand expressions (e.g., a website).
Creating a Website
A website is one of the best platforms to use to promote your business. Ever try determining what a company cares about from their Instagram posts? You can try, but I'm pretty sure you'll get frustrated.
There's no better platform for prospects to go to than your website. Unlike social media, a site can "connect the dots" for your prospective clients.
A website is convenient, and people love convenience, which will cut down on your sales cycle.
Your website should also address prospect fears and frustrations before providing your solution. No one trusts a business more than one they believe understands their issues.
And from your website, you should grow your email list.
Grow Your Email List
Your email list is like a coin bag. You never know when you're going to find a rare coin worth thousands of dollars. The chances of discovering more rare coins will increase with the number of coins in your bag.
A great way to grow your email list is to offer something valuable in exchange for an email address and first name. I say just the name and email address to lower the possible barrier to conversion. Long forms can present a conversion barrier.
Just think about the experience you would like. What would make your life easier if you were in your clients' shoes?
Also, think about how you can make the information you are sharing with others easy to consume. For example, you can lower the reading level of content. The easier your content is for a prospect to read, the more likely they are to use it. And you want people to use your content.
If a person doesn't use the information you're offering, you haven't provided value. Yet, providing value is one of the best ways to acquire a new client.