There are a few pieces of wisdom I’ve collected over the years that are inherently important for successfully marketing your business.
1. Identify Your Audience
Too often, businesses attempt to cast a wide net in an attempt to gain new clients. This may seem like a good strategy, but sooner or later, it will become clear that clients within your niche are the most profitable and most pleasurable to work with. If you run a landscaping company and have one client you’re providing pool care for, you’re probably better off referring them to a pool professional. Ventures outside your niche will require more resources and become less and less profitable.
2. Create Relevant Content
We are past the point of asking if you need a website. Now it’s about keeping your content up-to-date. This doesn’t just go for your site, but your brand and your marketing as well. Your brand should be refined somewhere around every 10 years or so. Your marketing materials should be updated at least every 5 years, even if your services haven’t changed. Your website should be refreshed every 3-5 years, and your web content should change monthly. But don’t just create content for the sake of creating content—it should pertain to your clientele. An automotive shop shouldn’t be giving out lawn care advice, just like a lawyer shouldn’t waste time giving out recipes.
3. Develop Optimized Communication
Always make it easy for both potential and current clients to know what you’re up to and how to be in touch. Never stop building your contact list. E-newsletters are a great tool for businesses to build growth, but you have to do maintenance on your database.
4. Engage Socially
Social media is here to stay. If it’s not a priority, it should be. But it’s important to remember that marketing with social media channels is about making connections—it’s a dialogue. You have to be an active participant or you will quickly become irrelevant.
5. Be Visual
Remember that saying “a picture is worth a thousand words”? Still true. Visual content gets noticed. Your target audience is engaging in video at skyrocketing percentages. No matter the marketing medium, focus on keeping your advertising clean, visual, and up-to-date.