Instead of being everywhere all at once, be where your customers are
As a business owner, the idea of doing your own marketing can feel overwhelming. That’s because you have endless platforms at your fingertips, but only a finite amount of energy to utilise them. So, how do you do it?
The short answer is: You don’t.
Keep reading to discover how focusing your marketing efforts can reach prospects, nurture them into customers and, most importantly, keep your sanity intact.
Step One: Know Your Audience 🧠
You should already have a defined target audience in place, meaning you know which characteristics deem someone a potential customer for your business. If you don’t, become clear on this before delving deeper into your marketing.
Knowing your target audience’s demographics allows you to have an educated guess at which channels you should be using.
For example, if you sell affordable, quirky and on-trend phonecases, your audience is likely to be made up of 18-25-year-old females who spend most of their time on Instagram and TikTok. Therefore, using X or LinkedIn would be a waste of your time.
Step Two: Commit to Testing 🧪
Once you’ve decided on a few different channels you believe could work for your business, it’s time to test how well your brand performs on them.
Create a content plan that specifies your goal for the month and what you’re going to share in order to reach it. See below for an example of an achievable goal and a plan to support it.
The Goal:
“I want to have 500 website visits in August who are in the UK and 18-25-year-old females.”
The Plan:
Remain consistent and commit to your content plan for an entire month to give your chosen platforms a chance to perform.
Step Three: Use Data to Confirm Your Strategy 📊
In marketing, there is no room for guesswork. Not when there are numerous analytics tools that can literally tell you what does and doesn’t work for your business.
Use Google Analytics to discover which platforms worked best to reach your goal. So, for the example goal of 500 website visits in August, the metrics to look at would be traffic acquisition and engagement rate. Whichever platforms had the best results are the ones you should focus your efforts on in the future in order to grow your business.
Remember… There might be particular channels you prefer to use on a personal level, but if your potential customers aren’t there too, you’re wasting your time.
If you’re interested in having marketing taken off your plate so that you can focus on what matters most to you, book a free, no-obligation consultation HERE so we can discuss how we can help.
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