So you own a business and you want to do more marketing for your small business. You already know that marketing your business can draw in new customers, but what is the difference between marketing and advertising? Is marketing the same as public relations? Do you really need a Facebook business page for your small local business? These types of questions are common and we hear them often. Understanding the reason “why” behind your marketing can literally help your business flourish.
In this article, we break down the most common marketing myths, and show you a more strategic way to build brand awareness.
Myth 1: I already have a website; I don’t need another one
• Is your website less than 3 years old?
• Do you have key words on your home page?
• Do you update your web posts weekly?
• Do you know where your site ranks in Google?
If you answered “no” or “I don’t know” to any of these questions, you could be in need of a new website. Many companies think that their website is fine. However in the digital world, your website is more than just a calling card. In fact, you can generate new business from your website if it is created right. Web optimization, SEO links and Google Analytics can play an important role in your business growth.
Myth 2: I can use the same copy everywhere
Maybe you hired a copywriter or you have a mission statement that you crafted for your business. A common misconception is thinking that it is okay to use the same copy everywhere.
Think about your audience and where they will receive the message. For example, if you are writing copy for a direct-mail piece that will be targeted to prior customers, your messages will be very different from those that will appear in a mailing of new prospects. One group is already aware of who you are and your products and services, while the other has no understanding or experience to draw from.
Using the same copy on your website and on blog posts will also lower your Google rankings. It is important to customize your copy for the appropriate outlet. Hiring a marketing team to help can help maximize your business reach.
Myth 3: Customers care about what I have to say
Don’t forget that your potential customers are busy. Remember, your value is not in what you do. There are a million other people doing what you do, but you can add value in what you do for others and how you do it. It is a good idea to not talk about your products’ features. Instead, talk about what they do for your customers.
In the book Start With the Why, Simon Sinek shares that people don’t buy what you do; they buy your reason for doing it. Naturally, if you want to truly and effectively reach your customers, it is wise to start explaining why you do what you do. Your passion will naturally come through and effortlessly sell your services.
Check out this great TedTalk video from Simon Sinek on the why of your brand. Watch Here
Myth 4: It is cheaper to hire my “neighbor/son/intern” to design my business card rather than a professional designer
We all know how important it is to save money, but going to your neighbor or a design student who is not a professional could actually end up costing you more in the long run.
Students are in school and most are still learning what makes a great design. Although they may be cheaper, there are certain design rules that they have yet to learn.
For example, if you are small business owner who owns a dental practice and your student designer gives you a design with red fonts, you could be in trouble. Although the red may look pretty, you may not realize that potential patients associate red with blood. When you start handing out your business card and wonder why people aren’t knocking on your door, it could be linked back to your design.
These small details make a large difference and in the design world, it pays to higher a professional to help create a beautiful design that meets and exceeds industry standards.
Myth 5: Having more social media followers is better than less
With the expansion of the Internet, social media sites have exploded. As a small business owner, using social media sites, like Twitter, Facebook and Pinterest can help grow your business. But with the social media craze happening so fast, it has also increased superficial popularity on some small business sites.
Many companies are jumping on the band wagon by pushing for more social media followers. If you have a social media site and your fans are engaged, it doesn’t matter how many followers you have. Some small businesses push for hundreds of followers, and they lose the connection and authenticity with their “core” audience.
We suggest you pay attention to the followers who are engaged. The ones who currently leave comments, as these are the relationships you want to nurture and grow because they will be your best brand advocates.
Engage and communicate back with them. Reward them with a free give-away or discount on your service. You could run a contest to increase brand recognition. The relationships you cultivate now are the most powerful ones. These fans and followers will become brand advocates for your company.
Remember that social media is not just about creating content so people can access and find your business on line. Social media is a social platform, which means that fans and followers want to engage and connect. You can do this by posting and sharing tips, jokes content worth sharing. Content that strikes a human truth will go viral fast which can instantly spread the news about your company.
Consumer behavior has changed. It used to be that your sales force was on the front lines. But now that role is being filled by the Internet; customers are online, Googling for answers and resources and asking for recommendations on Facebook, LinkedIn and Twitter.
If you would like to see how your business scan benefit from marketing online call us today #800-380-6841.