Written by: Laura Lohk, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
Over the 12 months I have worked with and come across many business owners who are getting more and more worried about what’s to come. As much as I disagree with how many media outlets portray the current economic climate and inflation, it’s not hard to see why some businesses are looking to rethink how they run their businesses and tighten their budgets.
During challenging times, a marketing budget is the first one to be slashed. While it’s understandable, it’s not great for long-term business success. New info is shared with your potential clients daily, so it’s easy for them to forget you if you are not visible.
The good news is that there are ways to keep your marketing going without spending a penny.
Sounds too good to be true? Let me explain.
There are 9 essential elements that make marketing work. Do these right on your website and social media posts, and you can significantly improve your sales without having to re-mortgage your home.
1. Target Market
Yes, this is something you have probably heard over and over again, and there is a reason for it. Businesses are not crystal clear about who their target market is. ‘Everyone’ is not a target market. Just women or men are not a target market. You need to narrow it down because your target market is the foundation of your marketing. All the rest of the marketing and your message stems from your target market. You need to know who they are, what they want, and, more importantly, what they don’t want.
2. Differentiator
There are thousands of business owners out there. You need to stand out, or your client won’t find you. So, think about what sets you apart from your competition. Why would your clients come to you instead of your competitors? You don’t want to be the same old, same old. You want to be a red dot amongst grey background. You want to be known for something that none of your competition fails to do. Get clear what YOUR differentiator is, and share it.
3. Headline
These days, people have an attention span of a goldfish. If you don’t grab someone’s attention straight away, you’ve lost them. So, every marketing piece you share, from your website to social media posts, needs to have an attractive headline. Remember, though, that it needs to be attractive to your potential client, not to you. It’s not about you. Sorry, but that’s the way things are. This is another reason why knowing your target market is so important
4. Irresistible offer
The online space is extremely saturated with offers. The days when you can just offer FREE something and get thousands of leads are mostly over. FREE stuff is everywhere, and most of it is not very good. This is why your offer has to be absolutely irresistible to your target market. If it’s not, people won’t buy. Another reason why clarity over your target market is so crucial.
5. Features & Benefits
Most business owners only share the features of their offer. This issue is that people buy for the benefits, not features. They are only interested in ‘what’s in it for me. So, sell the sizzle, not the steak. Clear the benefits for your particular target market and communicate this in all your marketing pieces.
6. Guarantee
Guarantee is a great way to get people to buy from you. So, offer some risk reversal for your clients to improve the likelihood of them buying from you. Make it a brainer for them. There is a reason 30-day money-back guarantee or buy now, pay later, works so well. It reduces the risk for your client. Remember, it’s all about your client.
7. Reason Why
Unfortunately, a lot of rubbish and fake stuff is sold daily. The Internet has made this very simple for everyone. This means that people can be very cynical about your ‘no brainer’ offer. They will often think, ‘What’s the catch?’. To get around this, all you have to do is communicate why you are giving such a ‘no brainer’ offer to your potential clients.
8. Social Proof
Yes, this old chestnut. The reason why social proof is talked about so often is that it works. People’s confidence is raised when they can see that someone, who is like them, has bought and found your offer beneficial to them. Use any social proof you have, even from friends and family, especially if you are just starting out. Have a system in place to collect social proof from all your clients and share it in social media, your website, and any other marketing pieces you use.
9. Call to Action
People like to be led. Don’t wait for them to figure out what you want them to do next. Guide them to take the next step, whether it’s buying from you, signing up to your lead magnet, or watching your new masterclass.
By using all or most of the above elements in your marketing, you will significantly improve your chances of getting more clients, more sales, and growing your business.
Laura Lohk, Executive Contributor Brainz Magazine
Laura Lohk, is a holistic business coach. She is helping online business owners to get clarity in their business, rewire and update their subconscious mindset blocks that have held them back, teach them the strategies and roadmap they need to quantum leap their success. Her mission is to help people to strengthen their self-belief, confidence and power, so everyone can unlock their potential and reach their wildest dreams.
