Every business needs to get good at marketing in order to survive and grow. How does a business owner get good at marketing?
Well, there is no easy answer. You have to study marketing, then apply what you learn.
Here are some ideas that will help a local business get started.
Do a little studying on marketing. Read some Gary Halbert or Claude Hopkins books. These are simple yet very effective reading materials. These are the greatest copywriters of all time. What you want to learn from these masters is how to speak to your ideal client.
While you don’t need to become a master copywriter, it will help you to understand the basics of effective marketing.
Join local networking groups such as BNI. These local networking groups will put you in contact with local business owners and sales people. When networking is done correctly, you basically train other professionals to become your sales people.
Networking can be an effective form of marketing but it doesn’t happen overnight. It takes time to build up trust with these people and to educate them on your goods and services. But when networking is done correctly it is very effective and new leads and revenue will start pouring into your business.
- Social Media Marketing
Social media marketing is a beast that every local business owners wrestle with. It can be effective. You can also waste a lot of time and money with social media. So what’s the best way to use social media for a local business?
Engagement. Social media is best when a business actually interacts with their customers. The best companies at engagement provide value through their social media first. Master marketer and entrepreneur Gary Vaynerchuk calls it “Jab, Jab, Jab, Right Hook.” This means that you provide value, provide value, provide value, then sell.
This process warms a customer up to you because they find your information useful, they begin to trust your business, and when you ask for their purchase there is a very low barrier for them to buy.
- Search Engine Optimization
Do you have a website for your business? Of course, you do. Can you find it when you do a Google search for your goods or services? Do you show up at the top of the search results? If your business website doesn’t show up at the top of the search results for the search terms that are important to your business, then you are missing out on a huge amount of customers.
You will need to purchase SEO services for your website to get to the top of the search results. This is an effective form of marketing. You basically place your digital store on the busiest street on the internet for your niche of goods and services. If you have SEO done correctly and you show at the top of Google, customers can and will find your business 24 hours a day, 7 days a week.
- Do What Works
This is the most important piece of the marketing puzzle. Do what works best for your business. You will inevitably get good at one or two of these forms of marketing. Stick with that! If you get a lot of business knocking door to door, keep at it. If you get a lot of customers from direct response advertising, keep at it. If you have gotten great results from SEO, do more of it.
Every business has different needs. Every business will develop their own expertise. The point is you need to find what marketing expertise you have and develop that. Once you have exhausted all possible avenues with what you are good at, then you might want to consider another marketing stream.
Find out what works best for your business and do more of that. If you notice another business owner that is having success with a different form of marketing that might work for you, go and start a conversation. Learn from people that are already good at what you want to try.
Marketing your local business is a difficult skill to learn. You have to focus on marketing and figure out what works for you because it will be the most valuable thing you can do to maintain the health of your business and to grow your revenues.
Never stop marketing. Never stop learning. Keep at it and don’t give up. You’ll be glad you did.