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3 Marketing Villains & How to Fix Them
#1 Assumption Alice:
Stop assuming that if you build a product or service, it will magically sell itself.
Without marketing and outreach, how will your ideal clients even know it exists?
So many of my clients make this mistake.
They have amazing products and services and yet they don’t feel comfortable with marketing and sales.
You don’t have a business without marketing and sales.
It’s time to let go of the assumption….just because you have a great idea doesn’t mean it will sell.
Solution: Invest time and potentially money into marketing your business solutions.
Specific Tools or Ideas:
- You can pitch using HARO (Help a Report Out) for free to build more exposure for your company.
- Use Matchmaker.fm to find podcasts that you can interview on or to find guests for your show.
- Build your brand on social media but use tools like Hootsuite to schedule and post across multiple solutions to save you time. If you use social media, be sure to research which solutions are best for your ideal client to market on and remember to be consistent.
- Participate as a speaker, breakout session leader or coach on a Live Summit. The best way to find these is through online research, networking and HARO.
#2 Nicheless Nelson:
You have a great product or service but you are trying to serve EVERYONE.
You haven’t narrowed down to who you want to serve and who you can serve most optimally.
This makes marketing quite challenging.
When you aren’t clear on who you do and don’t want to work with, you will ultimately be marketing to and attract all the wrong clients.
Marketing is here not only to attract the right clients but also to turn away the wrong ones.
You want to include bold statements that are relevant to your business that will keep away potential clients that aren’t a good match.
This will save you loads of time.
Solution: Nail down your niche. Reflect on who your favorite clients are.
Beta test your services at discounted rates to figure this out.
Reflect on who you really want to work with and who your products would help the most.
Specific Tools or Ideas:
- Perform user interviews. Articles like this may help you build your interview questions. Remember to be specific around your products.
- Interview your favorite existing clients. Take detailed notes using their words. Now cross reference what they all have in common.
- Build your avatar. Write out in extreme detail, who your ideal client is. Everything from her/his name, demographics, to the names of her children, where she lives, her deepest fears and biggest aspirations.
#3 Borrowed Bria:
Even if you don’t make the mistakes above, one of the biggest mistakes many people make is marketing on borrowed spaces.
We all do this…..
Facebook, Instagram, LinkedIn, YouTube, etc. Even Google.
These are all platforms that we can’t control.
They can change their algorithms, ad pricing and access on the flip of a dime.
Even our email marketing tools are typically owned by someone else.
This is why it’s important to diversify our marketing strategies.
Don’t put all your eggs in one basket.
Download a copy of your list, your contacts, details about your relationships from your CRM (customer relationship management system) and do this weekly.
And where you can, build your own solution. Point traffic to your own website or community.
Even with this be sure to back up your website. Be prepared.
Specific Tools or Ideas:
- Build your Dream 100 list. This can be your top 100 ideal clients so you can target them directly. But you can also apply this to your top 100 marketing tools. This will help you narrow in on where you want to market and help you diversify so you aren’t dependent on one solution.
- Develop your own community or platform. Build your own solution to point all your traffic to. This could be your website, an online community or any other online solution you own.
- Set a weekly or monthly reminder to download a copy of your contacts, interactions and content on your primary marketing platforms.
These are three of the biggest challenges I see my clients facing time after time. I hope you have found this to be useful.
Share
Please share which of these areas you are struggling with most and which tool or idea you are taking action on today.
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Are you struggling with these steps?
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