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Your marketing is killing your business

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If you do your own marketing, or have a marketing team of less than 3 people, there is a good chance that your marketing could be holding your business back.

Our marketing is the public face we show to the world and ensuring we are sharing the right information can often make the difference between success and failure.

Early stage businesses tend to make similar mistakes and the following errors can sink inexperienced marketers.

How many of these mistakes are you making?

Wrong Customer

Trying to speak to as many people as possible seems like the right thing to do when we are starting a business.

The more people we speak to, the better right?

Not quite.

By trying to speak to too many people we can end up speaking to nobody at all.

In the same way trying to get the attention of everyone in a crowded room is difficult compared to calling to one person by name.

Clearly targeting our message to a specific customer profile can make our message much more effective.

Step one in that process is creating an ”Ideal Customer” Profile, to ensure that you are aiming at the people most likely to pay attention.

Wrong Message

The type of message we share is vitally important.

It is tempting to think that the more information we can deliver about us, our business and how great we are is going to magically convince our customers to choose us over our competition.

The more we emphasise how great we are, the better right?

Not quite.

Our potential customers are all looking for the same things online.  The answers to their problems, new ways of doing things that save time money and effort and ways of making their lives, better easier or sexier.

Our potential customers are looking to read about themselves…so unless we are writing about them, they will never pay attention to our message.

Step two in the marketing process is understanding how our products and services add value to THEM…not just why we think they are great.

Wrong Channel

Where we circulate our message makes a huge difference to who sees it.

If we accept the advice of the internet then we are encouraged to be on “As many marketing channels as possible” or to jump on the bandwagon for the latest “Hot Social Channel”

Because the more the better…or if its popular, it must be good…right?

Not quite.

If we follow that advice then we could waste a lot of time spreading ourselves too thin, or learning new channels that our “Ideal Customers” simply, will never use.

Step Three in the marketing process is making sure that you are sharing your message in the right places for the people who are most likely to buy from you.

If you don’t know, take a little time and ask your best customers where they look for information…your new customers aren’t likely to be too different.

If this sounds a lot to be thinking about, you might consider getting some help.

If your business is in the Cheshire and Warrington area you might be eligible to take part in some fully funded workshops that will help your business grow quicker than you ever thought possible.

Places are very limited.

To see if you qualify click this LINK

About the author

Following a 15 year career in professional dance, film and unprofessional comedy, Neil retired from performing in 2001 and has since spent more than a decade bringing sensational innovation to businesses helping them to grow by turning their ideas into money

Based in Liverpool, Neil specialises in ideation, digital marketing and social media within businesses, assisting them to profit from their intellectual property, brand value and in house know how.  He has worked with hundreds of clients of all sizes including British Telecom, and guest lectures at most universities across the North of England.

Neil was CEO of Storey Creative Industries Centre in Lancaster and has helped a range businesses flourish both in the UK and internationally. He has won a national award for film making, is a published author and public speaker about branding, social media and how to build successful businesses from the inside out.

October 9th, 2017

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