You’ve decided to get help marketing your business or company. This is a smart decision. Many business owners think they have to do everything themselves.
Bootstrapping everything may be necessary in the early stages of a business. But it can’t last.
One of two things will happen.
- Your business will grow, and your time becomes more valuable.
- Your business will begin to drop because of the demands on your time.
Every business’s needs differ. It can be difficult to know what you need in marketing. This article will outline three basic questions you can ask yourself.
These questions will help you find out where your marketing needs are.
Basic marketing funnel concepts
A funnel, like the one at the top of this page, has the opening at the widest point. This is where you can capture the attention of as many people as possible.
As these prospects enter your funnel, several will drop off along the way.
- They decide your offer is not for them.
- Price is an issue.
- They decide on a different solution to their problem.
- They decide the problem is not a big deal after all.
Don’t worry about those who drop off. The marketing funnel filters weak prospects out. You only want to deal with the best customers. The ones who really want their problem solved and who can pay for it.
These customers are filtered to the end of the funnel where they turn from prospects into buyers.
Are your customers finding you?
Are your prospects finding you? If not, what can you do?
For awareness, this is a top-of-the-funnel need, or TOFU for short.
Are you having trouble attracting prospects? If so, you’ll need to look at your strategies for getting attention.
Are people able to find you easily? If not, you’ll need to invest time and effort to raise your company’s profile. If prospects can’t find you, they can’t buy from you.
Strategies to help raise your awareness can include:
- direct mail to a targeted list
- pay-per-click campaigns for online advertising
- social media posts
- content marketing with well-written blog articles
Content marketing is giving your prospects free, well-researched information. They then see your company is an expert in solving the problem they have.
Well-written blog articles also help your company get found on Google.
Your prospects are already online looking for ways to solve their problem. Since they’re looking, they will look at your blog articles as a valuable resource.
Once they sign up for your e-newsletter, or fill out a contact form, they turn from cold leads into warm leads.
The key to all marketing is the customer persona. Learn to understand your customer on a deep level. Then you’ll be able to have your marketing messages laser-focused. Your prospects, “Hey, this company really understands me and what I’m going through.”
Do your prospects buy once they find you?
Are your customers are finding your company but are not buying? You’re having a middle-of-the-funnel, or MOFU, problem.
There are several things you can look at, starting with your website. Whether it’s rewriting the copy on the site, or redesign the site itself, options are there.
Your website needs a design appealing to the eye and easy to navigate. When someone visits your website for the first time, they may feel disoriented. They are in a brand-new place. Everything is unfamiliar. They must figure out where to go.
Are your website pages clearly labeled, without a lot company jargon?
Here’s an example. Many sign builder websites include baffling graphic and sign-making “in talk.” They may reference things like channel letters, full-faced graphics, or box truck installations.
To the owner of a coffee shop looking for a new sign, these may be confusing or incomprehensible choices.
Also, what about your website’s functionality? A site with broken links (a site visitor clicks on a link, but it goes nowhere) can frustrate potential buyers. They may just hit the “back” button and leave your website.
Finally, consider the words themselves.
- Is your website’s copy captivating?
- Persuasive?
- Written for readers with a small attention span?
Remember, small attention spans are standard for everyone on the planet.
Are your customers satisfied after they buy?
Let’s take a quick look at the bottom of the funnel or BOFU.
- What happens after your customers buy your product or use your service?
If you have satisfied customers, are you following up with them? You can get comments and reviews you can use in your ongoing marketing efforts? Client feedback is one of the most powerful things you can use in marketing.
- What about referral programs?
Using those happy clients as a source for continued revenue should be a no-brainer.
- What if they’re not happy?
Are there aspects of your business that lay people find confusing or frustrating?
If so, consider revising your instructions, FAQ pages, and even customer support. You’ll need to address these concerns. If you don’t, there are online options for customers with an ax to grind to make themselves heard.
Consider monitoring your company’s online reviews. Take a more active role in your company’s social media presence. Why?
Many customers won’t bother to call the company directly to address a problem. Instead, they will spread the word about their experience all over social media.
If you track your company’s social media presence, you can address any problems quickly. You can help control your company’s online narrative.
Let me help
If all this sounds like a truckload of extra work, I can help. I offer solutions for all your marketing needs, regardless of where in the funnel your needs are.
To contact me to set up a free, no-obligation consultation, click HERE.