Are you a new start up business? Are you ready to move beyond social media to accelerate your business? To often its easier to rely on social media to our marketing efforts. And while social media does play an important part in any marketing strategy, it should be just one part of a broader strategy to grow a business.
Capturing the attention of potential clients requires a well-thought-out marketing campaign. But it doesn’t need to be difficult or take much time to do. By structuring your approach with a clear timeline and actionable steps, you can effectively promote your services and attract new clientele.
Start first by identifying your goals and audience. Begin by defining what you want to achieve with your campaign. Whether it's increasing bookings, generating new client enquiries, increasing engagement or promoting a new service, this is an important step to complete. It literally will tell you if you have succeeded in your campaign. Adding in specific indicators will give you even more clarity of success. This might be you wish to increase your bookings by 20% in the month of February as a result of a Valentines Day marketing campaign.
Knowing your target audience is key to defining your goals. If your campaign is about couple massage treatment, you need to clearly define why couples would come for a session at your practice so you can tailor your message effectively. Understand your audience - consider their demographics, where you can find them, what their likes are, and what would motivate them to come to see you. Why would a couple come for a massage?
Once you have your goal written and know who you are talking to it is time to craft a compelling message. What sets you apart from others? What makes you uniquely you and why should the client choose your business over the competition. Write down your message and then rewrite it several different ways so you have plenty of options to create different content. Creating engaging content must resonates with your audience, emphasize the benefits of your services and how you can specifically address what they need. Here are two examples of marketing messages you could use for a couple massage campaign:
These messages speak directly to the result of having a massage with your partner – “strengthening the relationship by relaxing together”.
Once you have your messages, it’s time to choose placement of your message. Select marketing channels on how best to reach your audience. You might do a direct email campaign, use social media, in-house promotion, attend local events, use Google Paid Ads or partner with another business. Go where your audience hangs. This is why defining your audience is critical right from the start. If you are unsure where to locate your client, speak to an experienced marketing person, use google or look at your where your current clients indicated they learned about your services (this information can be gold, and if you aren’t asking your new clients the question “where they heard about your services” then its time to be doing it).
You know your goal, you have defined your audience and you have your messages ready to launch across your marketing channels. It is now time to launch. But how do you know the best time to kick off your campaign? As a general rule of thumb, planning will take 2 – 4 weeks before your campaign is ready to launch. The campaign itself may run for 4 weeks but you can choose your own timeframe. Below is my suggestion on steps with timeframes for implementation. You may wish to use this as a blueprint to launch your marketing campaign for a specific event, such as Valentines Day:
In many cases, a campaign needs to be placed in front of a client, existing or new, several times before they take action. Keep this in mind with all campaigns but mostly when dealing with new clients. In marketing we refer to touchpoints and it refers to the interactions your potential clients have with your offering. It takes a minimum of 20 touchpoints before a new client to your organisation will take action. For existing clients, it might be that marketing campaigns are missed or not seen in the first or even second instance. Therefore multiple touchpoint opportunities need to be made for your clients.
The final action for anyone running a marketing campaign for their business is to assess your results against the goals you set at the beginning. Always remember to measure beyond your goals because you may have achieved something unexpected. Use all your insights to refine future campaigns for better outcomes.
If you want to learn more about starting a new marketing campaign for your business please do not hesitate to reach out.
Recently I was sent a request to remove a negative comment someone made about a business on a group page where I am a volunteer administrator. On investigation I found that the comment really was uncalled for and quite possibly incorrectly made. For all intent and purpose the business had a right to request the comment be removed. However, I invited the business to leave the comment and here is why:
If there is one thing, we have all learned from the recent global crisis is that our way of living has forever been changed. And to survive we must adapt. For many businesses this has meant moving online. But is moving your business online always a good idea?
Having an online presence is always a good idea but how you conduct your business may determine the TYPE of online presence you wish to have. This article is going discuss three reasons why, if you haven’t already, you need to embrace the digital age and then will demonstrate why you should not conduct business online.
There is no argument that having a digital footprint for your business is needed. Often websites and social media will be the easiest method for discovery in this technologically based world. And if you are not yet online, here are three good reasons to introduce your business to the online world:
PRO-REASON 1 - Going online will improve your business image. Perception is everything. And it may be possible that not having an online presence is signalling to your ideal clients that you may not be serious about being in business.
By not having an online presence your potentially are losing business to competitors who do one. According to Safari Digital, an Australian SEO digital specialist’s organisation, 97% of users search for businesses online. And not only are they searching for businesses, consumers are using online to compare business products and services.
PRO-REASON 2 – Improve communication with potential and current clients by letting them source information at their discretion. Websites and social media create touchpoints for driving decision making. Clients are able to connect without feeling pressured to sit and listen to your pitch. They can connect about problems with purchases, seek information or answers to questions and even book appointments in their time.
PRO-REASON 3 – You may get reduced operation costs for increased market reach. Online business can be cost efficient. Technology may not replace the face-to-face service but a well-placed video, information webinar or email letter (welcome letter, sales letter, product information brochure) can replace a sales person. And with streamlining ability an online presence can save time with automated invoicing and payments. In some cases, start-up costs can be affordable allowing you to move passed a local market, maximizing your client reach.
However, going solely digital may not solve all your business problems. And here are three good reasons to maintain a face-to-face presence:
CON-REASON 1 - It takes Commitment and Know-How to maintain an effective online presence. Going digital while attractive for business, can mean additional time, commitment and knowledge needing to be invested. It is imperative to know how to optimize you online presence so that you are not just marketing to “crickets”. If you are going to be using digital to ‘sell’ make sure you have a strong understanding of how and where to find your clients online. It also takes time, discipline and commitment to be able to invest in keeping digitally up to date.
CON-REASON 2 – If everything about your business is about a real-life experience, selling online may not have the same impact. Businesses that rely on a kinaesthetic or sensory experience will never be fully replaced with an online only presence. And you cannot replace in-person community interaction and spirit with an online space. While video calls have a place in doing business, it will never replace the personal interactions of face-to-face business.
CON-REASON 3 – The Cost Efficiency May Not Be as Efficient as You Think. You may not need a bricks and mortar location but there will still be costs for running your business online. Depending on the scale of your business, you might still need to factor in costs of employees, storage options for products, permits for running a business, chain of supply expenses, equipment and maintenance including those for your online hardware and software. And all of this is happening in the background where a potential buyer cannot see and therefore may not appreciate the true costs that dictate the price of your offerings.
If you have not got some form of online presence, it is important that you get cracking. Your online presence can enhance your business, helping you to grow and can support you to survive in challenging times. However, if you are going to be relying solely on selling online or wish to grow your bricks and mortar business exponentially, you must have a strong understanding of your business plan, your clients, the digital world and be able to handle your marketing strategy with strong commitment and know-how.
Visioning your business is just one aspect of making it happen. Balance lies in meeting the feminine with the masculine. The Universe sees this and it responds when there is balance. But what is the masculine in business and how can you keep the flow of the feminine? And how do you move past the vision and turn it into content that sells?
This time of the year is for breaking out the vision boards to set our intention and map out goals. And there can be no doubt that a vision board is a powerful way to see our future and affirm what you wish to achieve. Paint, draw, cut out images or words from magazines.
This is part of the creative feminine way. Vision board are fun and they invite you to dream. Dream big and put that vision on paper in whatever creative way you are called, for your personal life and your business.
However attractive images, positive affirmations and dreaming does not constituent achievement. Achieving takes action. Masculine energy is responsible for action.
Taking action moves you beyond the vision. This means working out your marketing plan. Assuming you already know your business, your story and have a grasp of who is your ideal client, growing your business from your vision board will be an easy progression.
Your vision board should have your intention for the year ahead infused into it. It will also lay out your goals. From here it is important to make your goals measurable. If you have a vision to grow the number of clients you have on your database, it is recommended that you establish how many you wish to be connected with over that 12-month period. You may even like to break it down into smaller blocks of how many you will sign up each month or even each week. Work out what you can commit too. Remember the SMART* rule and keep it realistic.
The next step in bringing your vision off the board and into an actionable plan would be to establish how you will reach that outcome. Sticking with the goal of growing the number of clients in your business, this would mean working out how you will find your clients and what steps you will use to engage those clients. These are the true actionable goals of a vision board.
These actions may be based on an already existing marketing strategy or they may include new initiatives to communicate with your clients. Keep in mind strategies will change depending on the current environment your business is sitting. Relevance is the key here. Communication strategies that worked a few years ago may not be relevant today. And even in some industries particular methods of communication will have more impact than in another. Perhaps a bit of research may be needed.
While I type this, I am reminded that a lot can be achieved just by displaying your vision board. Visualisation is a powerful method of manifestation. You are what you think. However, I have come to learn to be a co-creator with the Universe. Not only does action let the Universe know I trust in myself but it reminds me I take responsibility for my own life. Dreaming and moving towards our vision through action also sends a clear message to the Universe. And dreaming and action is the balance of the masculine and feminine aspects of our business working together.
Balance leads to manifestation. So, my message to you is dream it, create it, plan it and take action. Meet Yin with Yang. This is your year.
*The acronym SMART in goal setting stands for Specific, Measurable, Achievable, Realistic (some also call this relevance) and Time Bound.
Learn how to engage with your ideal client using social media without being concerned about algorithms while building your credibility and audience.
Social Media is a pertinent part of any business marketing strategy. Relying on it as your sole method of communicating with your audience is a risk many businesses take. Not only are you at the mercy of changing algorithms, you are leaving control for online access in the hands of the social media conglomerates.
Mitigating the risks means creating a diverse marketing plan that uses multi-channels strategies. However the impact social media does have on reaching potential clients cannot be underestimated. The added bonuses of social media are that it can give you a platform for building credibility, adding value and directing your clients to other channels where you can capture their attention using other means.
And this is the importance of multi-channel marketing strategies. You can use one channel to feed your clients to where you really need them to be so as to grow your business.
So lets look at some key ways that you can utilise Social Media to funnel your clients where you can grow your business:
At the end of the day the take away messages are not to rely solely on social media, use multiple platforms, keep all content relevant and don’t be afraid to put yourself out there in new, fresh ways that portrait your businesses message. And probably most importantly give a call to action for your ideal client to reach out to you. Tell them how to contact you or where to find more information either on your business or on the topic you are using to reach them.
If you want to learn more about Mindful Marketing or to have a free social media check up reach out via my website or call 0438 264 354.
M: 0438 264 354
Many of your clients prefer to consume content rather than interact with it. Just because you are not seeing likes, comments or getting immediate results from your call to action does not mean they are not seeing your posts.
It can take 6 - 9 months to move a client from the point of discovery to converting them to a valued client. And this can depend on several factors.
The effectiveness of your content at reaching your target market lies firstly in your consistency followed by the relevance of your message for them, your business and current market trends.
Less than 10% of your audience will view your message. If you are using social media it is important to be consistently posting. Utilise other media and schedule regular posts that clients can expect at the same time each week. There are some schools of thought that suggest sending the same message in email format at least three times in that one week. This is not a bad method of reaching your audience particularly when you have multiple targets with different consumption habits.
Look at the statistics on when and how your audience consume media. Even though the average Australian consumes about 1.5 hours per day on social media, it is still important to know what time of the day they are likely to be active on it. The Social Media Census demonstrated that early and late evening is a prime time for social media consumption. Although it is noted that many users will access social media multiple times throughout the day.
Understand the platforms your audience is most likely to use. With 89% of Australians using Facebook in 2020 it seems that Facebook is a must go to for anyone wishing to reach their audience. The majority of Facebook users are female at 94% with the top age groups being 35 - 44 years.
Knowing why your client consumes social media can also be highly beneficial for creating appropriate content. Connection is the number reasons Australia’s will go to social media. Entertainment, research and viewing brands also contribute to social media usage.
According to the Social Media Census, content, values and engagement are the primary reasons Australian’s follow brands. While they are more likely to disengage from a brand is due to loss of interest in the brand or the brand is too spammy. It is interesting to note that a close third reason for unfollowing a brand is too political or incongruence between messaging and values of the brand.
Overall I think the survey demonstrates that it is important to have consistency across your messaging and regular placement of that message without being over the top. Your client will undoubtable see your message even if they are not interacting with it.
If you want to discuss your ideal client and work out a marketing strategy for your individual circumstances please do not hesitate to reach out. I love looking at the latest trends in marketing and can help you build a relationship with your client.
L%A Social and PureProfile, Social Media Census 2020 published online
https://landasocial.com/wp-content/uploads/2020/10/SocialMediaCensus.pdf viewed 16/07/2021
Touch Points are an important concept used in marketing. But do you know what a touch point is and why it is important for your marketing strategy?
We use various media or channels to reach your clients, it is at this place that our customers interact with your brand, product, service and business. A touch point affects the way our client feels about your offering. Touch Points must therefore be relevant, meaningful and consistent to reach the client.
The interaction needs to create a bond between your brand and your client. Identifying the problem and being able to provide a solution through story is the best form of reach for your touch point. Touch points can and should be used across all media in such a way that they tell the same story about your business.
Your client will more than likely encounter your business in many different ways. This is one reason why having a thorough marketing strategy is imperative to achieving consistency in your messaging. Knowing where your clients will connect with your brand is the first step to mapping out how you will ‘tell’ your story.
It takes multiple interactions with your brand, product, service or business before many clients will move from prospective client to a convert (sale) and either accept your offering (buy) or become an advocate for your offering. First impressions count but in terms of touch points, every interaction counts for moving that client from voyeur to committed user.
Optimizing touch points means knowing who your clients are, where to find them and then learning how to utilise that channel or media effectively. Touch Points may be digital such as through a website, social media platforms, online testimonials or emails. Or it could be through in-person events such as conferences, workshops, meet-up groups, promotional flyers and even a well-placed word-of-mouth referral.
When considering your marketing strategy make time to consider your touch points and round off your strategy by addressing how you will optimize how your client will have a positive interaction at each touch point.
Well today has been an interesting day for Social Media. Facebook has been restricting access to Australian News, following in Google’s footsteps from last month.
Unfortunately we have seen this has inadvertently affected some emergency services, some Government based organisations, and weather. And there is even some small businesses reportedly affected. I am still plowing through reports and trying to determine the ripple affect of this ban but so far it should not have too much impact on Not-for-Profits Organisations or small businesses too much. Facebook has announced it will promptly fix any pages that have been inadvertently affected.
But I find this a timely reminder for all of us to revisit our Marketing Strategies.
I believe the reliance on one method of communicating with clients, staff, volunteers and consumers of services is a recipe for disaster. If you are not utilizing other methods of reaching your people please feel free to contact me on some ideas to update your communication strategies. Here is some ideas:
As more unfolds with the social media changes I will keep you updated, in the meantime I suggest its business as usual with perhaps scheduling some time to look at how you are effectively reaching your people.