Marketing Success Process
We have created a tried and tested method for getting marketing working for your business. Over our 18 years of working with over 400 small businesses, we know first hand that you don’t need to become a marketing expert to get your marketing working, but it helps if you follow the advice of the marketing experts. So we’ve distilled our years of experience into this marketing process that any small business can follow to get marketing working for your business.
Start by identifying your ideal customer, who do you want to attract to your business. Don’t just think about who can ‘afford’ your product or who has purchased from you in the past, try and look further ahead to your ‘ideal’ customer. Think about what they like, what motivates and interests them. The more time you spend identifying the customers you want to work with the easier it will be to find where they hang out and consequently to market to them.
It is also useful to identify who you don’t want to work with and how you can signal this to them to help filter them out early in the process. This will save you a lot of time, effort and money by only marketing to the people you want to work with.
One of the most effective ways to stand out from the competition is with your business story. It’s unique to you and it’s the most powerful marketing tool you have. It’s likely that you do or sell the same thing as someone else, but no one else has your story. Your story is how you gained your experience, came up with your idea or the fuel behind your passion.
By creating a story that tells your ideal customer why you do what you do, how you can help and what their success will look like, you will speak to your ideal customer as no one else has before.
“Good marketing can’t save a shit product”
Often businesses struggle to sell what they do or make, because quite simply, they’re selling the wrong thing. Customer’s don’t care about ‘what’ you do or the features, they want to know what’s in it for them, what outcome does it help them achieve. You need to create an offer that makes your ideal customer say “wow, that’s just what I’ve been looking for”.
If people don’t buy what you offer it’s because there is confusion around what it is and how it helps them. So make sure it’s easy to understand and simple to buy.
Creating great engaging content often feels like something only big brands can do. In reality, you have all the same things they do, a clear idea of who the content is for, a great story and an offer that your ideal client wants to buy.
So to make great content for your business all you need to do is add a bit of creativity and get it in front of your ideal customer. You can do this very cheaply by posting on social media, sending emails and creating useful content with real value.
Using a simple marketing funnel you can turn strangers into customers, by showing them the right content in the right order. This is not a “click funnel” or some other crazy marketing hype, it’s just a way of letting your customers flow through your marketing content in a way that makes sense to them. When you help your ideal customer learn more about what you do and how you help it will naturally nurture them towards being ready to buy.
Once you have your funnel ready, filled with your content you then add in some potential customers and let it go to work. You can then see what’s working well and what needs some improvement. You will always be updating and improving your content and adjusting your funnel so this process is a repeating loop.
Using the marketing success process to grow your business
If you want some help implementing the marketing success process in your business then we’ve created a free 25-page small business marketing guide to help you make your marketing more manageable and have more impact. It explains how to combine the marketing funnel and empathy led content to attract more of your ideal customers.