BUYERS CHOOSE WHO THEY WANT TO DO BUSINESS WITH
Guess what, small business owner, you are no longer in charge of the decision making process!
You are charged with presenting your story, to make it compelling and make sure that it reaches a decision maker. It requires an education process through online content. It also must be delivered at the time that the person needs your product or service.
This sounds like a near impossible undertaking. Let’s address the issue of timing. I use elevator music as an analogy (though not as available as it used to be but some of you may remember). If you are speaking to someone in an elevator, you are focused on the conversation and most likely do not hear the music in the background; however, when it gets quiet, the music comes into focus. In my opinion, your message has to be there in the background so when your target market needs it, you come to mind as the best provider of the needed service or product.
Having an ongoing presence with current customers and a target market is much easier today than it was in the past. The internet has changed communications, and smart phones have placed decision making information in the palm of the consumer.
With literally millions of people sending messages on social media, creating online videos, writing blogs, etc. it becomes imperative to remember two key components:
- Consistency of presence: your message has to present almost on a 24 hour basis. Most people use the internet to start their search for a product/service. While SEO is important, it is not always possible to achieve a first page exposure when hundreds of others are providing the same services and products. That means that you have to know the habits of your customers and target market to reach them not only through the internet but also with other marketing tools.
- Content: the second key component is the content of all your marketing. It not only has to be compelling but it has to be relevant and have value. There is always something interesting that offers opportunities for creative and valuable content if you keep an open mind.
Review your current marketing program and make sure that it embraces these two components.
Be consistent with your message and make your content count. BIZQUACK
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