June 8th, 2021 – Weekly Marketing Tips to Elevate Your Marketing Skills
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Diversity is the Key to Successful Businesses
In every capacity, diversity is can be the biggest initiative that takes your business to the next level. When you’re first getting started and/or have a tight budget, it’s true that narrowing your focus can help you grow faster. Once you start growing though, you’ll want to start looking into diversity throughout your business. In your business structure, diversifying your revenue streams can help you weather storms as markets shift, ease cash flow issues, and scale faster. In the same capacity, diversifying your marketing can also help you reach more people in different ways.
So what does diversifying your marketing really mean? There are lots of ways to put this into practice, and you don’t have to implement loads of new things at once. Here are three that you can focus on.
1) Don’t rely on just one or two channels for business
We’ve all seen businesses that just have an Instagram or just a Facebook..and while this has been effective to get them to where they are, if they’re wanting to expand beyond that, they’ll want to start branching out. You don’t get all of your information in one place, and your customers don’t either. You might read blog posts or articles around the web, discover people and brands on social media platforms, see an ad while you’re watching TV, Google or search for services/products you’re looking for, discover a new brand in a physical store, and take recommendations from your peers and friends. There are lots of places you can be interacting with your customers. In fact, so many that it can get overwhelming to try and be present in them all unless you have a large marketing department.
You don’t need to tackle them all, but diversity in your marketing channels can help unlock different audiences and give you the opportunity to speak to each audience, differently. Your marketing strategy will help you identify these audiences and where they are hanging out and getting information from. Once you know these two elements, you work to get as intimate of communication as possible. For example, if an audience for a product just so happens to be busy, professional moms, try to see if there are groups on Linkedin or Facebook or Reddit threads full of these people. Then find one or two other channels to get in front of others that aren’t utilizing these for their information – like in-person events, blogs, or search ads.
2) Expand those channels into a full customer journey
Once you’ve made contact in front of new people on new platforms, continually engaging those is a whole other story. Most people need several touchpoints with a new brand before they fully consider their offerings. How do you engage with these people in multiple ways that BUILD upon that relationship, instead of just saying the same thing over and over again? Think of it like dating, with each new encounter you learn a little bit more and get a little more personal. Timing really does matter here – as you wouldn’t tell someone on a first date the same things you would feel comfortable disclosing on date #5.
3) Cross-sell to your current customers
We have seen before that some businesses really segment down their audiences to give them content that is only relevant to that person or their previous purchase history. While this can be a good thing and it helps to not overwhelm them with information, at the same time, you may be missing key opportunities to educate them on your other products, services, or offerings. It’s amazing that even in companies that do talk to everyone about everything they do, customers STILL don’t realize that the company offers services outside of the scope of the customer’s previous purchase. Most company’s services are related to each other, even if they are different or for different industries. You never know how your customer’s needs cross over, or who they personally know that could utilize your other products and services. Don’t be afraid to cross-sell!
Ask an Expert
A follow-up question to last week’s submitted question about growing your IG following.
This is all dependent on many factors. First and foremost, it depends on your page and your following. Experiment and see what does best. Test: 1) Best time of day to post 2) Days of the week you’re posting 3) The different types of content that is performing better and 4) What factor is more important for your definition of “successful engagement?” (IE, fewer likes but more website link visits, more story shares but fewer likes or comments, etc.)
There are so many different opinions on how often you should be posting; some say 5 days, 3 days, or 7 days per week and some even go to the extreme of 3 times per day! There is no ‘one size fits all’, miracle number. What we’ve seen be more successful than anything is being consistent in the means that you’re able to do. Don’t post low-quality content for the sake of posting, but also not every post has to be a ground-breaking, monumental piece of content. If you choose to post 3 times a week because that’s all your schedule allows you to, then show up and commit to those 3 times.
Do yourself a favor too and batch your content. Sit down for a few hours once or twice a month and write all of your posts out and schedule them to auto-post ahead of time. This way, even if you get busy, you still have content that is being posted – but this also allows you the freedom to incorporate extra, on-the-fly posts too.
This week’s recommended tool is World Time Buddy!
If you do work internationally, scheduling meetings and webinars across multiple time zones can be complicated! World Time Buddy is a website that allows you to enter multiple time zones to find a time that works for everyone. This website is a MUST in your bookmark tabs if you target different geographic regions across time zones.
MONTHLY CAREER DEVELOPMENT TRAINING
Don’t miss out on Janeale’s monthly leadership development workshop to elevate your marketing skills and career by shifting to big-picture thinking!
June 24th 10:00a MDT
Anything is worth doing if you’re willing to work hard and if you’re willing to put in the effort, you can be great! We all know that hard work helps you reach your goals and success is strongly based off of goal setting!
While we are firmly rooted in hard work, we also teach business owners how to “work smarter, not harder.”
You don’t have to know everything and do everything in order to be successful.
✔️ Know your strengths and weaknesses:
Great leaders know what they do best and know where their weaknesses lie. They know who to put where in order to ensure that their company is one that achieves real success. What are you great at? What could you use some help with?
✔️Get creative: You hear this all too often, but I want to encourage you to think about creativity as it relates to the growth of your business. Can you find the opportunity in a new relationship or circumstance? What are some new ways you could create profit?
When you get help and exercise your creativity to cultivate profit you get another step closer to your goals = greatness. How will you be great this week?
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