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Everything is done for a reason. We go to the shops because we need supplies. We call friends because we need to talk. We spend time with family because they are important to us. And we market our business because we want to tell others about what we do and how we can solve their problems. But what is your WHY when it comes to your business and how can you incorporate that into your marketing strategy?
We go to a networking meeting or jump on an online webinar or group chat. When we introduce ourselves, often the first thing we say is what we do, followed by how we do it. And there is nothing wrong with this approach but how better can your message come across if we start with why we do something and what we hope you achieve by doing it?
These may sound like slight differences but your why can make all the difference when it comes to marketing your business. And the way that people perceive or get to know you will be driven by these introductions and what you are known for.
Why did you start your business?
This is the first question you should ask yourself and really dig deep into the reason that you’ve done what you’ve done and sacrificed what you have to get to where you are today. Were you driven by money or wanting to copy the latest trend or industry fad, or did you see and recognise a need and sought to create a solution to help certain people?
Our passion and drive creates our own unique path of marketing. We have something to say, we have a reason why we want to say it and we have people that we want to hear it. When you launched your business there must have been something inside of you that got you excited and made you see it as more than a just thought but something you could do that had purpose and meaning.
Bring your why into your brand mission
Creating a brand goes way beyond choosing a logo, colour theme and hoping that people will notice you. Your brand forms an energy, an alliance with people who believe in what you’re doing, in the product that you have or the things that you achieve. A brand is bigger than just the name, it creates community and unity.
Your passion and your why should be incorporated into your branding message that feeds through everything you do, everything you say and all material that is produced. Marketing with your mission in mind gives it wings to be able to accomplish so much more, as the more you believe in what you’re doing, the more passion you put into what people can see.
Your why in Social media marketing
Social media is your channel of reaching people online and the face of your business to those you come into contact with. Is it clear what your mission is, what your business is about and why you’re doing what you do? Do you spend too much time showcasing your products, telling people what you do, copying others who are more successful than yourself? Or do you get down to meeting your audience where they are and proving that there’s something deeper and true and real in your business? Do you open up to why you love working with certain people, why you enjoy your business, how you can relate to them and why that’s important?
Your social media and any form of marketing, be that on or offline, is a chance for you shout about the good that you have to offer, the value that you can provide and the reason why you think people should listen. Solve a problem. Find answers. Learn from how people react. Give reason to engage with customers. Interact and be sociable… that’s what social media means! Creating relationships, being a support, offering a alternative and being their ‘sigh of relief’ in their research.
If you’re a business owner, we’d like to think that you enjoy working in and on your business. We’d like to think that in starting a company, you had reason for doing so and you’ve still got that desire to want to see it succeed. Discovering your why an make a whole difference in your mindset and the way that you talk and communicate with people. Spend some time writing down your why values… what can you come up with and makes your why different from the next business that comes along? You need to stand out and be difference, be unique in your approach and have your own why, not someone else’s!
And when you’ve got why’s in place, think about how you can put those into your marketing strategy. What goals do you want to reach in 90 days, 180 day, a year? Ensure that you create marketing targets that will help you achieve your business goals. Speak to the audience that are most likely going to want to hear your message and speak directly into their situations.
Directions are instructions given to explain how. Direction is a vision offered to explain why. Simon Sinek
Everyone has a story to tell, it can just sometimes be hard to know how to tell that story. That’s where we can help.
Here at KJP Creative, we want to help you tell your story and showcase your brand through online marketing. We’re here to relieve the pressure of managing too much, or not having the time to do everything that comes with running a business. As social media specialists we want to help you go above and beyond your marketing goals and to know that your marketing is in good hands. If you’d like to find out more about our online marketing packages, get in touch today and let’s talk.
Download your FREE social media checklist to help you get started with the basics. And if you’d like a copy of our printed 2020 Social Media Planner and Business Goal Setter to help plan your marketing effectively, click here.
There was a time when online marketing was seen as an extra and something to do if your business had the resource, however now, more than ever, your online presence is an important and essential part of your business strategy.
Even before the global lock down, businesses large and small were recognising the need for communicating online. The move between traditional and digital advertising is forever increasing and with the amount of people accessing the internet on a daily basis growing as well, it’s a sure sign that this is where your business should be showing up.
However what areas of digital and online marketing should you focus on in order to gain the best results and see the best possible outcomes of your efforts? You don’t need to be completely tech savvy but there are some things that will helps you along the way.
First off, what is online marketing?
Online marketing is a subset of the bigger picture of digital marketing and refers to any type of marketing that takes place online. This could relate to social media, blogs, email newsletters, websites etc. It’s main purpose or focus is to attract customers and to help build an online presence.
Why use online marketing?
Your customers and prospects are looking for you online! The people you are trying to reach are spending much of their time online, they’re already searching for your services / products or what you have to offer – and here’s your chance to be there for them.
The benefits of marketing online?
As a small business or start up company, the main focus is going to be getting the first set of customers through the door. In the past, people would send leaflets through letterboxes or leave business cards in shop windows but now there is a much easier and more effective way to achieve results. The benefits of using online marketing include:
- Being able to interact and engage with your audience in real-time, 24 hours a day, being there at their time of need and providing a flow of communication when they want to hear from you.
- The ability to reach a wider audience, a global market-place, targeting specific groups or demographics where necessary.
- The ability to get to know and understand your audience, understanding their pain points and what they are looking for the most and building a relationship and trust between you.
- A cheaper and more cost-effective way of advertising.
Your competition is online
If your competition is online and you’re not, you’ll be missing out on opportunities that could have come your way. Learn from your competitors and see what they are doing – and what is working – and formulate your own version of this into your strategy. How are your competitors communicating with your audience, what platforms and content are they using?
Give your customers a choice on who they go to, if you’re not online, they don’t know you’re there!
Improve your credibility
We know that customers buy through someone they trust, and that bond and credibility is just as important when thinking about businesses online. So, using online marketing to build up that trust and to show your knowledge and expertise is the perfect place to get your message across. You can use network groups to provide indepth advise and expertise.
You can write articles and blogs to provide solutions to your audience which can be shared across your channels. You can begin to build an engaged audience through your email list and provide regular meaningful and insightful information.
The more visible you can make yourself and be available for people when they need you, the better.
Drive more traffic to your website or services
One of the main hurdles small businesses find is the ability to find quality leads and getting people to discover them in order to make sales. That’s the beauty of online marketing and using it correctly to drive traffic to your website, where people can find you and learn more about what you have to offer. Through the different types of content you produce, you have the ability to drive traffic to your site, whether that be through a Facebook post, an email newsletter or a guest blog post, when you write or create a piece of work, it’s the ideal chance to highlight your business .
One point to remember is not to oversell your services as people will get bored or annoyed with being directed to the same point from every piece of content you produce. However, that doesn’t mean you can’t produce content – just mix up what you create and one of the best things you can do is provide inspirational content for your audience.
Measure analytics real-time
Another great reason to use online marketing is that you can measure and visit your analytics at any time, ready to be see what’s working and what not be. It is so much easier to be able to make adaptations and amendments at the click of a button in order to see better results. You don’t need to wait for results to roll in or for a third party to produce analytics for you – they are ready there for you. Make the use of every piece of information you can and analyse the data in order to build your business, engaging with every person that comes into contact with your business.
Marketing trends to implement
- Influencer marketing
- Content marketing
- Social media marketing
- Video marketing
- Email marketing
If you’d like to know more about any of these, we’re happy to talk through each option – just give us a bell and let’s talk.
In the meantime, why not download our FREE social media checklist – don’t forget the basics, it’s our gift to you.
It’s no surprise that many businesses are facing hard times during the Coronavirus pandemic which the world is currently going through, and this is made worse by not being able to physically see people face to face and to promote a business in the normal way. However, we want you to know that there is a light to all of this when it comes to keeping your business alive, and ensuring that your brand is still in the forefront of people’s mind when they are looking for your services or products.
The key to this light is communication. Each business that is facing hardship at this time needs to dig deeper into their communication channels and to find a way to still be there for their audience and to provide as much value as they can.
Everyone is looking for solutions, everyone is searching for answers and needs to feel that they can find what they are looking for somewhere out there, probably online. And that’s where your business can thrive. That’s where you can be the best of what you are capable of and showcase a range of solutions to reach your audience. All you need to do is understand your audience, stand in their shoes and get to grips with what they are feeling, their pain points and what they are seeking – and provide solutions for them.
It’s not a chance to ‘get rich quick’ or to make other’s out of pocket, it is a chance to provide value and stability in a time of uncertainty.
How can you communicate efficiently and effectively in times of panic?
Utilise your social media channels
As more and more people are communicating through their social media channels, connecting with friends and family, searching for online solutions and generally spending more time online, here is your opportunity to reach them right where they are.
Where is your audience hanging out? Is it Facebook / Instagram / LinkedIn? People settle into a place that’s comfortable and calming for them. Personal social media is down to the individual to find a platform that works for them and therefore it may not be where you are used to being, but if you want to speak directly to your audience, it’s where you need to be.
We say this so many times, but the more value you give, the better a) you will feel, and b) the more your audience will trust, respect and like you. It’s about building relationships and getting to know your audience. People buy from trusted sources; from people they can see and understand. People engage with people they like to hear from, where they can relate and resonate with.
Emotion plays a big part in social media, being able to reach someone’s emotions will go a long way in gaining engagement and interaction on the content that you share. Thinking about how your audience will react to your content, can you make them laugh, smile, feel inspired or motivated? Social media is about getting social and communicating at a level your audience appreciates and reacts to – every audience is different but how can you best touch their emotions and what types of content can you create that will fit the box?
Create a Facebook or LinkedIn Group
Do you have a specific group of people that you could provide even more value to in a more personal or interactive way – that’s not necessarily given to your wider audience? This is where a private group can come in. Facebook and LinkedIn groups are the perfect safe place for people to ask more direct questions, to gain clarity and insight and to have a deeper relationship with a brand or business. This is where your personality and skills can shine through. Many people are part of social networking groups, so why not set up one for your business where you can provide the same level of substance as others?
Setting up a Facebook group is easy, and once you’re set up and ready to go, it’s time to invite some people to join! You can use your social channels to ask your audience to come and check out what’s new, you can personally invite friends (if it is relevant) to join and from there it’s about creating content that will speak directly into their lives, whether that be personal or business related, depending on what your business is about. Ensure that what you produce is relevant to your brand and what they signed up for, there’s no point in creating content for the sake of it, put thought and effort into everything, and show that you care about what they are going through and who they are.
Here at KJP Creative, we have a Facebook group aimed at helping women business owners build their brand online. It’s a group for encouragement, inspiration and motivation along with advice and tips on how to use online marketing to grow a business. For us, it’s on topic and in line with our brand and core values, it’s helping a specific group of people and providing value where they need it the most. Try to think about how you too can offer something that’s of worth for your audience, what would they want to see or hear and how can you reach them in a much deeper and direct way?
You’ve probably heard it said “the money is in the list!”, well, we’re not focusing on the money aspect in this post, but there is much to be said for keeping the communication going through email, especially with many people using email rather than face to face meetings during the pandemic.
Email marketing, when performed correctly, can be an extra arm to your business, giving you yet another stream to be able to provide content and value to your audience. Not everyone will read your emails, but it’s a good place to start if you want to provide more than just the standard social media posts. An email can give you opportunity to utilise a number of different avenues, including asking people what they want to hear from you, what would help them and providing a private place for special offers, tips and advice.
Email marketing is a way to keep your customers informed – what a great place to add a personal video or image about what’s going on or happening behind the scenes!
It’s also a place where you can push your online sales and guide people through your sales funnel. With face to face interaction not happening and shops and services on hold, this is your chance to showcase your services to the people that are already interested in your brand. A ready-made audience.
If you’ve not yet set up a mailing list, it’s not a hard thing to accomplish (we can help if you need it!). But jump over to Mailchimp or one of the other free email marketing platforms and set start an account today. Just as a Facebook group, you can promote your email list to your current audience, you can create posts to let people know how and where they can join and then once you have people signed up, ensure that you send out regular content to them. It doesn’t how regular you send your emails, as long as you stick to the schedule you set yourself. If you say you’re emailing weekly, do it! If weekly is too much, go for a monthly newsletter – and stick to it. Once people get used to seeing your content, they will look forward to receiving your emails and knowing what’s going on.
At the end of the day, your online marketing is the face of your company at this time. In a world where people are turning to online communication and solutions, your business needs to be where the people are. Use your social media and online marketing channels to reach your audience in the best and most effective way possible. Be there for them when they need you, even if they don’t know they need you and be a shining light in a confused and momentous time.
If you’d like a guiding hand in your social media or marketing strategy, feel free to give us a bell and let’s talk.
In the meantime, to ensure you’re not missing the basics with your social media marketing, why not check out our ‘Social Media Checklist – Don’t Forget the Basics’ – it’s FREE to download and our gift to you…
Are you struggling to get the attention that your website so deserves? Do you find it hard to drive traffic to your website or to work out why your audience is not visiting your site?
Introducing SEO (search engine optimisation). SEO is an extremely powerful tool that can help boost your site immensely when done correctly. As a small business owner, you may think that creating an SEO friendly website would cost a lot of money but actually there are tips you can do yourself if you’re not in a position to pay a professional that will enhance the productivity of your site, boost sales and of course, increase your brand awareness.
Check out our quick 5 SEO top tips to increase website traffic, ideal for small business owners …
Always start with the keyword research – there’s never any harm in doing it and you’re more likely to do good than harm by digging a little deeper. Try not to assume what your customers want, guessing doesn’t get you anywhere!…you need to understand them and get into their way of thinking. Google Keyword Planner is a great little tool to help you get started.
When you get into the swing of keywords you’ll use them in titles, throughout your pages and throughout your blog content.
Understand Your Competition
By understanding the competition you know what what’s going on around you, and you can use the same tactics and tricks that other people use to attract customers. You can stay up to date with trends and industry news, which you can then use on your own website, meaning that when people are searching the net for specific info or trends, your site will be ready and waiting.
See what is working for other brands and create relative content that reflects what people are buying into. If it ‘s working for someone else, there’s nothing stopping it working for you if you put in the effort too.
Optimise Your Website
Everyone nowadays is on a mobile device and your website should be accommodating this at all times. Did you know that Google can penalise you for not having a mobile-friendly site? That’s right, in order to rank well with Google it measures organic content, mobile experience and page speed. Therefore it’s worth doing a regular run through of your site to ensure that it’s completely mobile friendly and it doesn’t have any glitches or broken pages. Google Analytics is pretty good at picking up specifics that need fixing so if you’re able to get started with analytics, we recommend you do so.
Post Regular Content
Keep your site up to date with regular updates coming through. If you have the time to blog then this is a great way to create regular, relevant content, suitable for your audience. However, not everyone has the time to start a blog, or the skills to write good content, so why not start off with publishing your own ideas or take some snaps, it doesn’t have to be text format for content refreshment. For example, you could post images that tell the story of recent projects. You could upload transcripts of happenings, or quick videos of behind the scenes. They key is not what you post but keeping it consistent.
Grow Your Social Media Network
As you explore other areas of networking your presence becomes wider and people start to recognise you. Expose your business to a variety of avenues online through social media groups, communities discussions and much more. The more you get your name out there the bigger the exposure for your business, raising your brand awareness. You don’t need to be hard selling all the time, but provide value, expertise and advice. Become an expert in your industry, get talking with people and from here you can introduce them to what you have to offer – and in turn directing them to your website.
Word of mouth is a powerful form of marketing and this is prevalent in social media making it easier for people to recommend your services or direct people to your website.
Add social media links to your website too, not only does it give more authority to Google and show more organic content, it allows any visitors that stumble on your website to find out more about you via your social channels.
Many people want to get to know more about you before they buy so by building up relationships they learn to trust you and your brand.
Wherever you are in your business journey, ensuring your website is as SEO friendly as possible will have positive effects on your online presence. Optimise and do as much as you can to give your ideal customer the experience they’re looking for.
If you’d like to talk to someone about creating credible SEO friendly copy on your website or just an expert opinion, get in touch, we’d love to help.
Social media video marketing can benefit your business – did you know that? It’s an essential part of any online marketing plan in today’s society.
There is no doubt that video plays a huge part in social media marketing at the moment. This is part of a long-term content marketing strategy and is what is driving the online world today.
More and more people are utilising video marketing and incorporating it into their online marketing strategies, with great success. Video is being used to connect with a target audiences whilst building relationships and increasing engagement. It’s much easier to achieve this through video than it has been through traditional ways of marketing.
People are hungry for video, which makes it the perfect medium to speak to an audience who are already looking for content.
Video marketing is available everywhere, social media platforms are embracing video more than ever before and it can be discovered wherever you look. Facebook, Instagram, LinkedIn and of course YouTube. Video is in demand and a business needs to get on board if they want their online marketing to catch the wave.
Social media needs to be incorporated into a wider marketing strategy to grow a business. What goals are businesses looking for in their marketing? What does a business hope to get out of their social media efforts? Most goals or targets can be met through video in these 3 ways:
Posts and articles that encourage engagement and that achieve this, are more likely to be seen and shared by other people who have similar interests. These posts spread and become viral because people are engaging.
Video allows a follower to feel part of what is happening, to see more than just an image and become part of the story. A video can be interactive and help brands connect with a different variety of audiences.
A video will make a follower sit up and notice a brand. Small businesses now have an opportunity to compete with larger organisations by getting their name, face, brand out there and noticed by more and more people. Brand awareness grows a business. When people know who a business is, they will start to engage and relate to it. If someone likes what they see, they are more likely to share and recommend.
Brand awareness can be hard to measure when it comes to marketing goals but the grow of a business will help determine this fact. Social listening can be a great tool when it comes to recognising results from brand awareness to see the impact it is making.
Increase website traffic
An ultimate goal with many social media plans is to increase web traffic. To divert a potential customer away from social media and onto their website. What better way of jumping on board with video marketing and showcasing what’s behind a business and why a follower should purchase from them. Video can be the bridge between social and website for any brand. People may not be looking for specific products or services in their search engines, however by capturing attention on social media allows the watcher to be influenced by what a brand has to say and why they may need a certain product. Sales tactics can be clever and extremely effective when performed correctly, video content is no different and can be added to the mix.
How can a business use video marketing effectively?
Make the first 10 seconds count
If the beginning of a video is not engaging or eye-catching, a follower will switch off. There is plenty of video content out there, skipping one video makes no difference to people. However, if a video grasps a follower in those first split seconds, there is more chance of them finishing the video. Presentation counts. Sound counts. Visual counts. How can you catch the eye of the watcher?
Choose the right type of video
According to research, there are 4 types of video:
- Product Demos
You don’t need to focus on just one of these but for each purpose of using video marketing, determine which type of video would be best to achieve your goals.
Choose the right time to broadcast video
If you’ve gone to trouble of creating a video, you want to do your best to make your audience see it! Therefore, make sure you have already worked out what times of day your audience engage more. Each industry is different and you’ll need to spend some time looking at the analytics behind your social media platforms, but for each channel, there will be an ideal time of day to post. You want to be publishing at the peak time of day when your audience are online and being interactive.
Once a follower has started to make contact or engage with a business, it’s vital to retain that communication and follow it through. That first observation of the video is the start of a whole new customer journey – it needs to be given priority. By providing great customer service, a potential customer will be more inclined to come back for more.
The overall goal of your video marketing can come down to 4 main points:
- Catch the attention of your target audience
- Connect with them using valuable content
- Pitch them a relevant offer by the end
- Convert them into a lead or sale
Are you ready to drive your business forward and to see successful results? Be creative and get videoing!
Need help establishing a social media strategy for your business? Get in touch, we can help.