Profitable marketing revolves around a few fundamental pillars. If you get them right, you're golden.
Money…
…Ultimately, that’s what business is all about.
And it’s no secret that good marketing undoubtedly increases revenue.
Being able to generate clients for your business via marketing is a skill, and similar to every other skill on the planet, it revolves around a few fundamental pillars.
Any profitable marketing, when boiled down to its core, stands on only three pillars.
With no exception, these three pillars are the same across every service, product and business. Getting them right will drastically improve all aspects of your marketing.
Within the next couple of minutes, we’re going to ensure your marketing has a solid foundation, turbocharging your business, and most importantly, putting you on a path to increase your sales.
Firstly - What is your message? What are you offering?
Your message needs to be clear, powerful, and compelling.
It can even be intriguing or fascinating. No matter what, it needs to cut through all the other marketing messages that people are drowning in.
So, how do you come up with a message that cuts through the clutter?
Whatever you do, do not go with “we’re cheap”. It’s a horrible path to go down as a business owner for so many reasons, so please, don’t do that to yourself… Trust me.
A rock solid first step is to start thinking about who you are actually talking to, who is your target audience? Who is your ideal customer? And what would get them excited?
And that takes us onto the second pillar…
It’s borderline impossible to come up with a message that grabs everyone’s attention, it just doesn’t happen.
You need to gear your marketing towards the people who have the highest chance of converting into paying clients.
Very commonly, small business owners will try to mimic global companies who burn crazy money blasting marketing campaigns out to everyone on the surface of the planet, when the majority of people have absolutely no interest in what they have to say.
Instead of trying to solve racism with a can of Pepsi, aim to put your message in front of those who have an above average chance of converting.
Every service, product, and business should have a target audience. Who are yours?
The final pillar is usually the easiest, however depending on the nature of your business it could prove to be the most difficult.
Once you’ve got a decent idea of the message you are trying to convey, and who you are trying to convey it to, you need to figure out how you're going to convey it… How are you going to reach your audience?
This used to be extremely difficult for businesses (and for some, it still is).
For example, back in the stone ages of ~30 years ago, you used to buy a list of addresses from a broker, then do a direct mail campaign… It was a whole thing.
Nowadays, social media has made it much easier. For those exceptions in which social media isn’t suitable for your business, you’ll need to come up with more creative strategies.
Now that you have an awareness of the three foundational pillars of all profitable marketing, answer these questions:
Your answers don’t need to be perfect from the get go, you can test out different messages, target markets, and mediums, but even a rough idea will set you apart from those firing in the wind (which in the land of small businesses, is most people).
Don’t worry, in upcoming articles we’re going to take a deep dive into how to come up with rock solid messages, how to target and test audiences, as well as various strategies to get your message to the right people.
For now, try and ensure any marketing you do is built on these three pillars… And if you are not doing any marketing yet, what are you doing?!? Take your message and present it to your target market via your chosen medium… Best of luck!
P.S. Want to know what message, market, and medium I would use to grow your business?
Get in touch with my agency today. If we’re a good fit I will personally take a look at your business and your marketing, come up with a strategy of what I’d do differently and discuss it with you in depth on a call.
No cost, no obligation.
If you want to work together I’ll tell you exactly how that works, if you don’t want to work together that’s fine too. No hard selling, no pressure, no annoying sales tactics.
Sounds good? Then fill out this form: https://www.arykmarketing.com/free-marketing-analysis
