3rd Step to Growing Sales for Jim: Addressing Immediate Needs
Jim, our Dayton manufacturing client, came to us without a marketing plan. Furthermore, he had never really committed resources to building awareness. His website was obsolete and his brand was tired. He’d focused more energy on things he enjoyed: perfecting his products and improving process. As a result, marketing aways fell by the wayside.
That’s typical for small business owners, but Jim knew he needed help improving his visibility. Following our initial marketing assessments with him, we set to work on the third of our 8 Steps to Growing Sales: addressing immediate needs.
We like to search for the low-hanging fruit and find opportunities that will create immediate impact. Oftentimes, 20% of our effort can lead to 80% of results! Our Chief Marketing Strategist, Steve Baldwin, acknowledges, “When a business focuses first on its most achievable or highest impact goals, it begins to generate momentum. It also garners support from key stakeholders and helps to tackle the more complicated tasks ahead.”
Jim’s website presented the next, best opportunity
In Jim’s case, the most immediate, highest-impact channel to address was his website. It hadn’t been updated in well over a decade and lacked relevant, customer-focused content. In fact, some of the information was so out-of-date, the company looked as if it might be out of business. Pages were difficult to navigate and contained numerous broken links. Critical information was lacking or hidden on subpages. And the site wasn’t discoverable in search engines.
So, after we’d rebranded his sales brochures, displays, signage and business cards, we focused on his website. We:
- Designed for mobile with a responsive layout that adjusts for phones and tablets
- Developed new content, focused on improving search engine ranking
- Highlighted product features that were superior to competitive offerings
- Made it easier for clients to quickly find pertinent information
- Directed professional photography of his entire product line
- Fixed broken links, improved crosslinking, and integrated strategic keywords
- Relaunched a basic site with a solid base from which to grow
Launching a new marketing strategy doesn’t have to be expensive.
It doesn’t have to be overwhelming, either. You’ve acknowledged you can’t do it all and have assessed your brand with a trusted marketing partner. The next step is to address your business’s immediate needs.
• Which of your targets would be profitable and easy to reach?
Oftentimes, the customers that are the fastest and easiest to reach are the ones can be the most profitable. They can provide your business with an immediate shot in the arm.
• How have you found those customers in the past?
Use your initial marketing spend to reproduce successes you’ve had before.
If you know, for example, that marketing emails have been cheap to produce, but haven’t delivered many leads, pull back. But if exhibiting at an annual trade show has always delivered qualified leads despite the added cost, you might consider doubling down on your trade show investment.
• Redo your existing content or reshape it?
A lot of small businesses understand that content marketing can boost their lead generation efforts. But many of them — especially those that try to produce their own — aren’t always adept at producing effective content. As a result, efforts can be lackluster at best.
Sometimes, marketing assessments reveal that it would be faster and cheaper to dump older content and start fresh. Working from a strategic plan can help guide fresh content that is rich, relevant and valuable.
But that’s not always the case. Occasionally, we notice that a client’s older blogs, infographics, or videos are substantively effective, but ineffectively positioned. In those cases, it could faster to reshape and optimize existing content. Look at your content through your client’s eyes and try to evaluate which way your content falls.
• What hasn’t worked? What could you add?
Once you’ve polished up what has worked, you can begin to evaluate what hasn’t worked. Maybe develop a new content marketing strategy. Add channels and diversify your social media marketing. Buy lead lists. You can even spend on traditional tactics like print ads, broadcast ads and direct mail, especially if those are channels your customers frequent. But be sure to master the basics and finish that low hanging fruit before moving on. Once 80% of achievable results are rolling in, you can begin fine tuning and filling in those marketing gaps.
Remember Step 1 of our 8 Steps to Growing Sales? “Acknowledge you can’t do it all.”
That’s as applicable here, mid-process, as it was at the beginning of your marketing journey. Too many small business owners try to take on too much at once. As a result, the effectiveness of your effort tends to suffer. Focusing first on just the immediate business needs should keep you from feeling overwhelmed. You’ll make sustainable progress and achieve an excellent return on early investments.
Stay tuned for more of Jim’s Journey
Or, schedule some time for a free, two-hour consultation at: https://B63LineDrivesMarketingMovesPeople.as.me/.