You’re feeling stressed about your business and immediately assume that you need to increase marketing in a broad sense to hit as many people as possible. But I ask, “What’s the point?” You may not have the budget to do a broad brand awareness campaign, and you’re probably feeling extremely anxious about getting clients NOW.
Marketing your business in the moments of desperation is the same as interviewing for a job when you’re frustrated and looking for a way out. They can smell your aggression and it masks your true capabilities.
It’s important to talk about how consumers typically behave so that you can target the type of marketing that is best for your business needs. But first, there are three specifics we need to review.
Your Offerings: Do you know what services you offer, at what different price points, and how your services can bring solutions to your clients?
Target Audience: Have you spent time defining who your ideal clients are? What do they need and want? How do your services offer them the best solutions?
Business Goals: Do you know how much business you can take on while still being able to offer the same level of quality of service? The last thing you want to do is to spend time and money on marketing for more business and then discover that your internal operations cannot handle the increase efficiently. The result is poor service that will break your brand and halt any referral business.
What’s the point?
If you’re ready to take your business to the next level, I suggest you approach your growth curves with strategic tactics to make it manageable and profitable. That way, when it’s time to set marketing budgets and strategies, you are empowered to set benchmarks with the knowledge of whom you are trying to educate about your services, how your services can offer solutions to make their lives better, easier, and more productive. All while understanding how your ideal targets behave so that you can build the most effective headlines and tools necessary to add them to your sales funnel.
Leaders and Managers
I’ve brainstormed with a few different business consultants who want to help businesses grow smart. Each one constantly referred to the number one issue with businesses was their confusion on how to handle growth curve obstacles and how hard it is for owners to get out of their own vicious cycles.
All business starts somewhere (small dot), and before they know it they are the epicenter of how their entire business operates. This leads to quick burn-out and the frustration of how to get to the next level. Sound familiar? Here’s what one consultant had to say:
“Are you a leader or a manager? Spending the majority of your time reacting to employee issues, production breakdowns, supplier disruptions are all reactionary. This is what a manager does. The leadership skills you possess give you the drive and strength to embark upon starting your business and taking that risk. For you to achieve real success it’s about hiring the right people to assist you in day-to-day business issues while you assume your rightful place as leader. Every minute you spend dealing with and reacting to operational issues takes away from bringing your vision and talents to full potential. Engage your employees and empower them. Give them responsibility with the authority to make decisions. They will have a sense of ownership and pride in their work. Lead them, don’t manage them. Set the example of making sound decisions and share your vision.
We have all laughed at the dog chasing its tail, but how often do you feel like that dog? Do you find yourself dealing with the same small issues over and over again? Break the cycle. All too often we are managing our business not leading it down the path we desire. Empower your employees. Leaders set the goal and create a sense of belonging to something bigger. Managers manage. Which are you? A leader never chases their tail. They are always looking forward, beyond the horizon.”
When your business is operating smoothly and is ready to take on more, that’s when it’s the ideal time to do strategic and intentional marketing. That’s when it’s time to talk to Jenny Poff, I’m here to help you grow.