Sales has always been my forte. My earliest memories of the entrepreneurial spirit living in me was hunting for crystals and rocks in my apartment complex and selling them from our apartment window sill. Presentation was everything as a 7 year old! I strung them up on a wire, hung them from the window and presented them in a way that I thought people passing by would stop and take a look. They were rocks! Heck if I could sell rocks, I could sell anything. Many pop up jewelry stores and kool-aid stands later, I still enjoy the art of sales.
One of the greatest challenges sales professionals have is over-selling. I define over-selling as pitching your product or service in a way that sounds “salesy” or high pressure. This is a horrible way to get someone to buy into what your selling. Everyone likes to buy, but no one likes to be sold.
Here are a few suggestions, coming from someone who has personally struggled with selling without sounding salesy:
1. Think of what’s in it for them
I think this is the hardest part for any commissioned sales person. You have a bottom line to meet. You have a quota to make. You have sales goals to reach. All these numbers are typically at the forefront of your mind which will come across in your communication. You’ll need to shift your thinking to keep “what’s in it for them” in the front of your mind. If people get the feeling you’re trying to sell them so you can make a quick buck, you’ll sabotage your deal. We are in the business of helping people find solutions to their problems. If you look at it from that perspective, you won’t worry about making the sale.
2. Focus on relationship building
Trust is the deciding factor if people will do business with you. Building a trusted connection within the first few connections with someone is a skill that needs to be developed. Trying to find something in common or mentioning a mutual friend or interest is a good place to start. Ultimately, people will buy you. Likeability is a huge factor in someone deciding who to buy from. If you focus on building a strong relationship and a connection with that person or group of people, you are more likely to get the sale. Don’t get stuck in the friends zone though! Make sure your close and eventually ask for the business.
3. Don’t read from a script
I’m not against scripts, but the script is there to help guide you in the sales process not to sound robotic. Sales people who use scripts should be focused on trying to memorize them instead of reading from them. Sometimes you’ve been doing this so long, you default back to a script without realizing it with your customers. I’ve been guilty of this way to often. Scripts provide canned responses that remove the human elements to the exchange. Try to understand the natural progression of the sales process and make the discussion sound as much like a conversation as possible.
The problem with most sales people is that they talk too much. I can’t tell you how many times I’ve been called on by sales people who talk forever about how their product is awesome, we need their service or they are “the best” only to find out they didn’t even research our company and they are so far out in left field they don’t even realize it. We are a digital marketing company that works out of a shared co-working space. We don’t have copy machines, nor do we need office supplies in bulk. You will only know what the customer needs by asking relevant questions and listening.
Sales is part of the territory as a business owner and you must always be selling to keep the business cash flow coming in. However, if you force it or sell from a high pressure position, you are going to shoot yourself in the foot and put a plateau on your sales. I’ll leave you with a quote from a great book called “People Buy You” by Jeb Blount:
“The key to connecting and winning others over is, therefore, extremely simple: make them feel important . The real secret to making others feel important is something you have at your disposal right now. It’s listening” ― Jeb Blount,
The story is all too familiar. You decided to quit your 40hr work week so you can “be your own boss” and free up your time. You purchased your cool laptop, your business cards and office space only to find that the customers don’t just fall in your lap. You actually have to work harder at your new startup than you did answering phones at your previous 9-5. No one told you things would be this hard!
Every entrepreneur goes through it. There is a difference between the idea of owning your own business and the reality of it. In the past decade it has actually become trendy to own your own businesses, but most underestimate the work that goes into getting something to launch and the time it takes to be successful. Just like in the 80’s when everyone wanted to become an astronaut because of the movie Space Camp, today everyone wants to become the next Facebook app developer or run the next Amazon. The 50% small business failure rate is partially due to the funds running out and partially due to just plain burn out. We start our businesses with lots of hope, inspiration and determination only to find the fuel draining by the 2nd year.
Here are a few suggestions on how to avoid small business burnout, from one business owner to another:
1. You Need An Outlet Not Business Related
Sometimes your business can become all consuming. In the midsts of being preoccupied with everything your doing to launch your business, or keep it going, you can lose your identity. You and your life are more than your business and making money. Yes, you need that bottom line to increase. Yes, you need to hire new staff that will take your business to the next level. With that in mind, you also need to remember where you came from. You need to be reminded of the story of why you started your business in the first place. Remember your passions outside your business and make sure to find time to relax, rejuvenate and be refreshed. Get into the company of people that are outside your social and business circles. This could give you tremendous perspective.
2. You Need To Think Long Term
Speaking of perspective, you’ll need a double dose of long term perspective to stay in the game. Just because you had a few light days, weeks or even months doesn’t mean you need to close the doors. There have been many times where I felt like it was over for my business because I had something bad happen in the short run. You always have to keep the long run in mind. In order to last, you have to pace yourself and remember that the end is better than the beginning. If you really want to leave a legacy, you’ll have to be patient and stay focused on long range goals. Patience is a virtue that you will need to cultivate if you are planning on staying in business for the long term. I always use the carrots and asparagus analogy. When you plant carrots, you can usually harvest them within a few weeks, but asparagus requires about two years after planted to see any kind of results. We all appreciate carrots with dinner, but when you pull out the asparagus its special! You need both, but anything of value is going to take time.
3. You Need To Deal With Energy Issues
Burn out is called “burn out” for a reason. In business where you are constantly meeting new people, having multiple meetings per day and out selling your product or service till late in the evening, it can be easy to forget to rest. Yes, sleep is a sign of success, but the one thing money cannot buy is health. Your health needs to become a priority. Health includes both getting good nights sleep, exercising and proper diet. Watch what you are eating, especially out on the road. I know it’s tempting to crush those 6 red bull cans in one sitting, but if you do, you are sure to crash and burn. Money flows where the energy goes. If you have no energy to attack the morning or move over the 3 o’clock afternoon hump, your money is going to stop flowing. You also need to consider where you are putting your mental energy. If you are watching CNN, negative news or binge watching on Netflix all the time, you’re probably not making the most of your mental energy. You’ll want to stay on the upside. Optimism will help with your momentum.
Don’t forget to celebrate your wins! Not only will you appreciate this, but those around you will appreciate it. These are great times for you to recognize valuable players on your team, cast more vision and just have fun! The more fun you can have doing what you love, the more people will want to work with you and the less you will want to throw in the towel and quit. Celebration keeps the energy up and the momentum going with your business. It can also be a great cause for news to travel and create marketing buzz around it to help get the word out! Celebrate with employee dinners, awards or something simple as doing a mid day dance party. Throw on some music, pump it loud and show of your best dance moves for a good 30 mins. Don’t just celebrate company achievements, celebrate anniversaries, birthdays and new milestones. Find a reason to celebrate!
5. Watch Your Financials
Business is a numbers game and you need to stay on top of your financials. Much of the stress that business owners experience is due to mounting financial problems that they are either ignoring or don’t want to face. When I first started my business I didn’t know what a profit and loss statement was or a balance sheet. If you don’t want to handle these items, hire an accounting service or outsource the work to someone to provide you with monthly statements for you to see an overview on how the business is doing. How can you know what you need to charge, how many units you need to sell or if you need to find a lesser expensive vendor if you haven’t been watching your financials. I recommend businesses evaluate things financially every quarter. If you stay on top of your financials, you’ll feel better and get sleep at night. You may even find out your business is doing better than you thought!
Being a small business owner is definitely a challenging role. It has it’s benefits and is highly rewarding, but is not for the faint at heart. There are many emotional ups and downs with running your own business. One moment you can be riding high on that new account you landed or the high sales month you experienced. The next moment you can experience a low of a partner backing out of a deal or an unhappy customer that you can’t do anything to please. Regardless, the journey is worth it small biz owner! Welcome to an elite club. Your the one that makes the world go around. You create jobs, you control your destiny, you create your paycheck. For that, you should be proud!
Every business needs a plan. Even if it’s a one pager. Without a plan, the truth is, we plan to fail. Unfortunately, many businesses think their product will sell itself and while they may have a good product, it’s important that they have a strategy to sell and market their product or service to the public. Without a comprehensive marketing plan, the business will eventually plateau. We have put together some of the best marketing minds we know to weigh in on what they think are the most vital pieces to include in your marketing plan.
“Every business marketing plan needs to include a comprehensive approach. In the beginning, the focus should not just be on one particular channel, but on a broad strategy to gain the most exposure for your product or service. A business should also not only be thinking about creating a great product or service, but also about developing a long term brand experience that will keep its products or services top of mind for its target audience.” – Rusty Wimberly, Creative Direction and Owner, Severity Design
“SWOTT Analysis (Strength, Weakness, Opportunity, Threat and Trends) is a powerful technique for understanding your Strengths and Weaknesses, and for looking at the Opportunities and Threats you face. Used in a business context, it helps you carve a sustainable niche in your market. What makes SWOTT particularly powerful is that, with a little thought, it can help you uncover opportunities that you are well placed to take advantage of. And by understanding the weaknesses of your business, you can manage and eliminate threats that would otherwise catch you unaware.” – Kim Gilmore, President, Gilmore Marketing Concepts, Inc.
“The most important key components of the marketing plan are to define the audience, key messages and the right vehicles. I also believe that every marketing plan must incorporate the 5 types of marketing as we define them: foundational, executional, time-bound, innovative and cause marketing.” – Jackie Camacho, CEO, JJR Marketing, Inc.
“A pro is going to dish out the foundational, tried-and-true elements of a marketing plan, such as knowing your audience and properly funding your ideas, but what is often left out, and what I think is equally a vital element to a marketing plan is planning for the unknown. How can one plan for something unknown? Simple: when budgeting time and cash for the marketing plan, set aside a cache for opportunities, ideas, and moments that will present themselves during the plan. Budget for surprises!” – Dan Crask, Creative Director and CEO of Brand Shepherd
“All marketing plans should be based on the companies ability to have operational integrity with what is used in marketing. When you make a claim in your marketing, it is imperative that your operations can support your assertions. To fall short operationally is the same as having a marketing plan that does not work.” – Brian Smith, Senior Managing Partner, IA Business Advisors
“Because your marketing plan needs to incorporate every aspect of outreach to your audience and ways to increase brand visibility, you must include a section specific to managing your social media platforms. Social media is it’s own unique aspect of your marketing plan because your audience has very different expectations of you in that space. They want constant value from you and they want relationships that are far more intimate than the experience they have when viewing your billboard or visiting your website. As a small business owner, you can’t successfully manage your social media without a strategy in place to provide valuable and engaging content that builds relationships, increases visibility and further builds your brand.” – Bobbi Baehne, President, Think Big Go Local
“Inbound, web-based marketing typically provides the greatest roi for a small business with a modest budget. (Inbound= the customer comes to you.) Some practical tips:
Small business can get started by increasing their search-ability:
a) Place a video on the home page.
b) Add landing pages that include a video on them.
c) SEO & SEM: Key Words, and Google Ad Words are a good place to begin increasing search rankings.”
The next step is to make it easy for those who found the business to become customers.
a) Add call to action button(s) on the first page customers see, for example ‘Call Now’ ‘Shop’ ‘Chat’ ‘Make a Reservation’ ‘Speak to a Representative’ ‘Place an Order’
b) Fully develop social media platforms utilizing click-through features so customers can easily get to the website where they will see the call to action button(s) on the first page.
c) Most searches are done on a mobile device, so make sure the website is easy to read and navigate on a variety of mobile devices.
Heidi Brelsford, Marketing Strategist, Advanced Data Analyst
There isn’t just one way to create a marketing plan and these strategies only scratch the surface. Each business needs to study their target market and understand who they are servicing and deliver. Only then will they be able to put together the power packed punch that will make an impact in their market place and see the results they are looking for.
Sometimes when you’re starting your business, you have to go through an educational bootcamp. You get all of these terms and jargon thrown at you that you have no clue about. What is the difference between SEO, SEM, and SMM? We can relate!
The technological landscape of marketing is constantly changing so we always have to stay up on the latest trends. One of those trends is something called SEO. (Search Engine Optimization) Search Engine Optimization is the over arching term of optimizing a web page so that it can increase the chances of getting found on searching engines like Google, Yahoo and Bing.
For example, when someone is interested in finding a local pizza shop, in the past they may have pulled out the local telephone book and looked up “pizza shop” in a local city. Now, with the birth of the internet, people will use the web to search these terms to find what they need and answers to questions they have. People may search for “pizza shop” on Google and Google will provide them with a listing of local business websites and information that will give them the results they are looking for. This is the user perspective of SEO.
From a business standpoint, SEO is the practice of making sure that your business website or landing page is optimized in the best possible way to be ranked and found in order to drive traffic to your website. More traffic, in turn, provides more prospective customers that will contact you about your product or service.
There are many aspects of a website that are creatively and technically cultivated in order to get the best results for search engines to understand what your website or page is about. Here are a just a few ranking factors:
- Content quality
- Content length
- Backlinks (The more links you have from multiple high-authority domains, the better your chances are to rank well for top keywords.)
- Mobile or responsive design
- Page speed
- Schema code (Schema markup code helps search engines get a better understanding of specific texts such as addresses, phone numbers, recipes, reviews and more.)
Each one of these topics can be a blog article in of themselves. Never the less, according to Backlinko.com, Google uses over 200 ranking factors to decide how to rank and display a website page.
Should I DIY SEO?
The world of SEO is complex, but it’s easy enough to understand the basics. There are plenty of free SEO videos and informational websites that will give you the run down and information you need to get the ball rolling. However, if you don’t have the time commitment to learn and execute, you might considering hiring a professional to handle things for you. This can save you valuable time and money so you can focus on the more important aspects of your business. Often times SEO experts will offer things like keyword research evaluations, hourly rates or monthly packages to get your website where it needs to be.
Severity Design will put together a free SEO audit to find out how your website is doing utilizing the top 5 keywords your wanting to rank for. In the process, we might even find better keywords that are less competitive and will start driving traffic to your site in no time!
If you’ve been in the market for a website design or digital marketing services you’ve sure to have run across a company called American Eagle. If you’re not familiar, American Eagle is a professional web development company located in Des Plaines, Illinois. They are a family owned and privately held company, however they are a huge monster of an agency in the web design and development space. American Eagle does lots of advertising on radio, television and in various places on the internet. On their website they mention that they have over 300+ employees and have been in business since 1995.
Since Severity Design and American Eagle are both in the same industry, I get asked all the time about the difference between what Severity Design offers versus what a company like American Eagle might be able to do for a small business. While both companies provide beautiful, web design services and marketing solutions, here are a few things that set what Severity Design does apart:
Service: Severity Design is customer service focused, bigger companies like American Eagle tend to let things fall through the cracks.
Don’t take our word for it, there is a whole website dedicated to poor reviews of American Eagle’s service here. Our article isn’t meant to bash the company by any means. There are plenty of positive reviews to choose from as well. I’ve even had good friends that have worked for American Eagle and they enjoy it as a place to work and feel good about the services they provide. That being said, Severity Design is a small business so we understand the challenges and needs small businesses have directly. It’s hard to claim you support small businesses, but run yourself like a corporation.
Price: Severity Design provides affordable web design and marketing services, larger companies like American Eagle could potentially be more expensive.
Because Severity Design is a small design studio, we pass on the savings to our clients. We don’t have 300+ employees to pay, nor do we have 80,000 square feet to maintain. We keep things streamlined and simple in order to offer the most cost effective web design solutions to our clients. Not every business needs a fully custom e-commerce solution. We had a client come to us that was a new consulting business. They needed a simple 4 page website to advertise their services online. There were no extraneous features on the scope. They came to us and showed us the American Eagle proposal. It was a 10k website padded with lots of things the client didn’t need nor wanted. Thankfully we were able to get them signed up for our basic starter package with a website that suited their needs without breaking their budget.
Local Focus: Severity Design is locally based and focuses on personal interaction, national companies like American Eagle typically don’t do face to face interaction.
One of the things that we love doing is meeting our clients face to face. We like to do business with a hand shake so you can feel comfortable working with us. Could we utilize Skype, webinars and video conferencing tools to expand our reach? Sure, but we would loose the value of a face to face interaction. When you are choosing to spend a few thousand dollars on marketing for your business, you want to know you’re in good hands and not just another number speaking to a random person. With Severity Design you’ll get a dedicated account manager you can work with directly on your account. They will not just speak to you by phone, but you can meet with them face to face to address your needs. Larger companies like American Eagle have a huge customer service and sales department. They can only go so far to give you attention.
Severity Design is a small digital marketing studio with enough partnerships to be able to take on projects large or small. We can handle e-commerce, membership websites, dynamic mobile sites and standard basic web pages. Essentially, we can do anything that American Eagle does for their customers for a fraction of the cost. While you are doing your research, make sure you shop around for the best option that fits your needs and also your budget.
If you, or your business has more questions about how social media marketing might fit within your business marketing strategy, please reach out to us! We love helping small businesses grow their exposure and their bottom lines.
There are lots of questions surrounding whether or not social media can really impact a businesses bottom line. I meet business owners every day that are skeptical about whether or not it’s worthwhile to invest marketing dollars in social media as part of their marketing strategy. Social media seems to change at a super fast pace so businesses have a hard time keeping up with the changes. Once they feel they have a handle on their strategy to reach prospective customers, the game changes. Ultimately it can be tempting to just give up on social all together. Don’t do it! I want to provide a few insights into why I believe social media can really impact a business in a positive, measurable way.
Marketing is about buying attention
Attention is on social media right now. According to comScore’s 2017 Cross Platform Future in Focus report, the average American adult (18+) spends 2 hours, 51 minutes on their smartphone every day. People are spending more and more time on social media than on any other medium out there. They aren’t necessarily looking to buy, but they are looking to be entertained. If you can provide valuable, entertaining content to your target marketing (people that are looking for solutions or products you offer), then you will become a market leader that people will eventually buy from. Social media is the most affordable place to buy advertising space at the current moment. This is compared to print ads, television ads and other traditional forms of advertising that people are playing less attention to these days.
Social Media helps build your brand image
Beyond making sales, social media can help you create greater customer experiences by engaging with your customer base, answering frequently asked questions and also responding to customer complaints or service problems. In the last few years, brands have begun marketing real time. 72% of customers who interact with brands on the social pages expect a response within the hour, and real-time engagement is the best way to leave an impression on them. Customer experience has to do with creating a strong brand. Consistency is key when using social media to build a following. Having branded content across all platforms such as Facebook, Pintrest, Twitter or Instagram will create a better experience for your customers and will also give you a larger market impact across multiple platforms.
Social Media is considered the modern day word of mouth referral
The average Facebook user has 176 friends within their network. That means you have the potential of not only sharing your content with your followers, but they will also share and comment on your posts, in turn, giving love and exposure to their friends too! Facebook has a “recommendation” feature that triggers when someone asks for a local recommendation for a restaurant, product or service. If your business is active and present on social media, they can actually give a recommendation and forward their friends to your business page. Not being active and present on social is simply missing out on all the trusted referrals people can give their friends on social media.
There is no logic in promising immediate results from a social media strategy. It takes time for people to get familiar with your brand. Not to mention, people engage on social media to be social, not to be sold. The modern day sales approach is much more customer focused due to the amount of information and options available to the average prospective customer these days. It’s a much better option to communicate with your customers, give them information they need and help them along in the buying decision. This allows for cultivating a excellent customer base that will be loyal and tell others about your product and service, therefore increasing your bottom line.
If you, or your business has more questions about how social media marketing might fit within your business marketing strategy, please reach out to us! We love helping small businesses grow their exposure and their bottom lines.
Google has us all by the balls. For the small business owner, especially local brick and mortar retail, trying to get your business information visible and appearing on Google search is now seeming to be more and more challenging. Many have caught on to the fact that the interwebs aren’t going anywhere and the internet is changing the way we do business and how people shop. To ignore your digital space as a business is a death sentence to your bottom line. You’re on Facebook, you have an Instathingy, you know you need to be on Google. So what do you do? You might be able to bake cakes, but your no techie or SEO guru. Never fear! We are here to provide a few must have tips to DIY your SEO for 2017. This is not a comprehensive guide, but a simple overview. Advanced SEO geeks should click your back button now. If you’re a newbie, stick around…
- Google is rewarding mobile first.
Google is now treating mobile search as all search. Therefore, if your website is not mobile friendly or lacks the load time or features necessary to load and be used properly on a smart phone, your rankings on Google will be buried. Look at the measure of mobile search over the past year versus desktop search:
Action point: Make sure your website is mobile friendly. If your site is already mobile friendly, but not mobile optimized, make sure to do an audit to see if your site loads on all forms of smart phones and tablets. Contact your current webmaster or hire a web designer to redesign your site to add the features necessary.
- Voice search and audio is going to be the next frontier.
Google now wants to break into the home market. You’ve probably seen the advertisements for Google home, voice activated speaker. This totally makes sense since, speaking something is naturally more easier than having to type or write something. Search is moving more towards voice. This only serves to provide Google’s users with even better search results and besides, you don’t have to be attached to a desktop or device to receive an answer.Action point: Mark up your content using rich snippets and structured data. Using structured data allows Google to display your results where users can directly interact with your content right from the search results. Here is an example:
- Basic fundamentals of SEO are a must
If you’re still wondering what a title tag is or your website still doesn’t feature any kind of blog you need to get ahead of the game or get left behind. A blog featuring relevant, valuable content to your target customers is a search magnet for prospective customers on Google. Not everyone is a writer, so you may have to hire a copywriter to develop some deep, keyword rich content to post on your website. This content also serves as social juice to share on social media platforms. Don’t stuff keywords though! Make the content real, relevant and providing real solutions for people that are looking for the products or services you provide. Some of Severity Design blog posts are the main traffic generator for our website. Take those visitors, offer them something of value and capture their information so you can begin developing a relationship with them. Action point: Start blogging! Set aside some time to do the research to find out what your customers are searching for, what questions they have and provide the answers on your blog. Bang out 10-12 articles that you can post on your website. Get a few employees involved, or heck even your kids! They have tons of time!
Hopefully this will get you started enough to realize that one of these 3 things are lacking on your website. SEO is not completely dead, but the game has surely changed and continues to do so since Google is in control of the online marketplace. We need to stay up on trends, Google updates and make changes necessary. If your product or service is something that highly depends on website traffic, you might want to consider hiring an SEO company like Severity Design to give you an SEO audit to see where there might be room for improvement.
Severity Design would like to congratulate two special local businesses that have won our Facebook business page makeover challenge. (a $97 value) Those two businesses are Hospitalitea, a local tea shop located in the State St. Market in Elgin, Illinois and Luxe Urbanista Planning and Events, located in West Dundee, Illinois. These two wonderful small businesses will receive:
• A Facebook cover redesign
• Resized images as needed
• A fully branded Facebook profile creation
• Posting sourced content for up to 4 times per day for a week!
• 1 Free consultation
Many businesses neglect the power of social media marketing for their businesses, which is exactly why YOUR business should be there to take advantage while the others sleep. Though people aren’t looking to buy on social media, they are looking to connect, build relationships and be entertained. People buy from people they like, so why not be there when they are ready to do business with you?
Many businesses have an email list they aren’t tapping into. This is unfortunate because typically this list is made up of previous customers or people who are specifically interested in the product or service you provide. Those of us in marketing are familiar with the phrase “The gold is in the list!”. Failing to market and engage this current list of customers on a regular basis is ultimately neglecting your audience. No one likes to walk into a bar or restaurant, sit down, wait to place an order only to wait forever to get table service. This is the equivalent of ghosting on your list. Email is a great way to provide regular, engaging content to your customers that will keep you top of mind when they ultimately get ready to buy. Here are a few key insights into how to begin with managing and utilizing email to keep your prospects engaged:
- The Cost Of Email Marketing Is Relatively Low
There are several free email management services out there that you can use. Within a few minutes, you can set up your account, upload your email list and schedule your first email blast to your list. We recommend a service like Mailchimp that offers a free service up to 2,000 subscribers. The downside of managing your email is that you’ll have to invest a considerable amount of time creating and managing the list.
- Your Email Must Be Enticing, Engaging and Interesting
In order for your customers to open your email and actually engage with what you’re doing your content must be enticing, engaging and interesting. Need help discovering what to write about? Take a look at trending topics on Facebook and Google. Does anything happening in the world relate to your industry? Write an opinion or perspective on what’s happening. Secondly, don’t just write about it, make it interesting. Use the techniques of humor and sarcasm to write your article or newsletter. Post interesting or funny pictures that your users would think is funny or interesting. Give them a reason to spend the minute’s worth reading.
- Subject Line, Subject Line
Choosing the right subject line will actually get your email opened. Personalized subject lines are 22.2% more likely to be opened. [Source:Adestra] In our personal tests, when you place someone’s first name in the subject line, its more likely to be opened. There is no sense putting time and energy into your emails when they will just be sent to spam or not even be opened. Avoid spammy subject lines like “free”, “!!!!” or emojis. Also, attachments like pictures or documents that are not embedded into the email will most likely just get flagged buy spam.
- Give, Give, Jab
This is probably the most common mistake business owners make when it comes to marketing their business. They just blast their features and benefits without really engaging their customers. Posting, blasting your list with “buy now” is a sure way to get ignored, possibly even unsubscribed. We advise you to give, give and then ask. You want to promote content that is actually helpful and useful to your customers before you ask them to do something. When you apply the golden rule of giving, it will be given back to you. Give promotions, discounts and then ask your customers to do something. Don’t just nag your customers to buy.
- Test Your Email
Make sure your email is viewable on cell phones and tablets. Mailchimp and other services provide an easy way for you to send out a test email to see how it looks and is viewed by your customers. Many services offer out of the box mobile friendly templates that can easily be used. I can’t tell you the amount of times I’ve sent out an email without testing, only to see spelling errors and broken links in my email.
If you have an email list and are not using it, I would highly suggest you consider either cleaning up your list yourself or hiring someone to help you manage and execute your email campaigns. Even sending out a once per month email newsletter is a valuable tool to retain and engage your current clients and customers. People who have experienced your service or bought from you in the past will be most likely to buy from you again. If you’re not utilizing the “gold” in this list, then what are you waiting for?
There is no question about it. Facebook, with its 1.4 billion users, offers businesses a huge marketing opportunity to reach people where they currently are, online. Will Facebook fade out like Myspace? I’m not sure, but what we do know is that for every 3 hours spent on our mobile devices, Facebook tells us that 1 out of every 5 mins is spent on the social media platform. Why spend hundreds of dollars with a EDDM provider to blanket a neighborhood, when you can spend the same if not less, to reach more people with more relevant, targeted outcomes?
Facebook’s ad platform has become pretty robust as months go by. As a revenue provider for Facebook, this is sure to be an area of consistent updates, support and investment for the company. As someone who wants to advertise to Facebook users, it is going to take a bit of a learning curve to figure out the right tools, metrics and techniques to effectively use the Facebook ads platform. Here are a few tips a beginner user needs to know before you spend too much time and money marketing the wrong way:
1. Have clear goals
Before you spend money marketing anything, you must have some clear objectives in place to know how effective your campaign is working for you. With Facebook, you can have a few different types of goals to measure how effective your campaign is working. These include, page likes, sign ups for your newsletter, downloads, clicks to website and more. For more advanced users, Facebook allows your configure your e-commerce shopping cart to allow users to even shop online. These are all clear, actionable objectives that you must have in mind before you begin your campaign.
example: My goals is to obtain 100 new Facebook likes per month.
2. Your using the wrong ad format
Facebook has 5 different ad formats for you to choose from. Each different ad format will gain different results for your ad. Often time, new users only will choose one ad format type because they don’t necessarily know how, or they may just have a “go to” format and never have stopped to really analyze if the type of ad they are running needs to be tweeked or not. Study the ads closely and choose the one that is appropriate to meet your ad objectives with the audience you’re targeting.
3. Keep’em separated
There is a difference between an ‘ad group’ and ‘ad set’. On the ‘ad group’ level, you can set your daily or lifetime budget, schedule, bid type, bid info, and targeting data. What you want is multiple ‘ad sets’ within your ‘ad group’. For example, let’s say you sell travel vacations. Your ‘ad group’ might be labeled “inclusive travel vacations”. Within your ‘ad group’, you might have several ‘ad sets’. One could be “Mexico vacations”, one could be “French vacations” and another could be “Hawaii vacations”. Facebook will give more reach to only one of the ad sets in your group. Therefore, make sure you have enough of them in your ad group and diversify as needed.
4. Your target is to broad
I get it, you think your product or service is for everyone! (insert pet peeve here). When I ask people about who their target audience is, 99% of the time people say: everyone! Wrong. If you are a beer company, 13 year old Charlie is probably not within your target market. None the less, you’ll continue to waste money showing your ad to people who likely aren’t interested or are not relevant buyers. When you make your target too broad, you run the risk of wasting ad spend on irrelevant viewers.
5. Get to the point
You’re ad isn’t there to sell the product or service, its there to sell the click through. You only have a few seconds to really draw in the user with short ad copy and a visually appealing image that will catch their attention. What do you want them to do from there? Don’t go into benefits and features here. Grab their attention and sell them on clicking through for more details. Don’t lie, don’t use click bait and switch tactics, use honest, thoughtful copy and imagery.
Facebook ads can be a powerful tool to reach hundreds if not thousands of relevant users. It can also help new businesses and brands create awareness and build a following. The key is learning how to do it right, avoiding the pitfalls mentioned in this article and measuring outcomes.