"The truth is — most people who start something don't finish it.
Most people who have the intention of starting a business aren’t willing to make it work.
Not, actually, because it’s so hard. But because they get intimidated.
And they over complicate things. And they stop too soon." ~ Sonia Simone
Here is A Guide to Getting your Business on track THE RIGHT WAY NOW in 7 Steps. *Article Reblogged from Coppyblogger*
1. Who do you help and how do you help them?
GET as specific as possible.
You can spend a lot of time and thought on crafting the perfect marketing message. And that’s time well spent.
But at the heart of every strong marketing message are two factors:
- Who do you serve?
- In what way, specifically, do you serve them better than any of their other options?
2. Blog content creates “attraction”
The most important function of your blog is to attract and grow the audience of people who are paying attention to you. A blog is your starting point to increase your influence and authority, and to let the world know you know your topic.
3. Solid email marketing deepens the relationship
Blog content is great to attract and grow your audience, but it’s not usually the best platform to make a marketing offer. (The “pitch” that offers an exchange of goods or services for money.)
The environment of a blog tends to be somewhat messy — it’s a rich environment with lots of opportunity for browsing, noodling from page to page, and diving deep into your content.
All good things — unless you want someone to focus on your sales message.
Year after year (in fact, decade after decade) email has shown itself to be the most cost-effective sales channel. Why? Because it’s both very cheap and very effective.
If email isn’t a part of your marketing mix, you’re missing out on the best way to convert your audience into actual customers.
4. Offers are the lifeblood of every business …
An offer is, very simply, what you have to offer your audience in exchange for money.
(There are other types of offers, too, like the offer of valuable free information by email. But let’s talk about the money type right now.)
If you pair the right offer with the simple marketing message above, about 80% of your marketing work is done. The rest is refinement and optimization.
And if you have the wrong offer? (Defined as: something your audience doesn’t particularly want to buy.) All the most sophisticated marketing in the world can’t help you.
First things first: Your offer must be something that people actually want to spend money on.
Once you have that covered, you can play with different ways to structure your offer to make it even more appealing.
5. … and the right place to make offers is on a landing page
As we said above, email is a wonderful marketing channel.
But it’s got one shortcoming — many users have a tough time really paying attention to a long email. But often, you need to offer more information in order to give your customer all the information she needs to make a smart purchase.
Enter: the landing page. This is a streamlined, focused presentation of what you have to offer. What you have, what it will do for your customer, and what he should do next.
Creating landing pages can seem a little intimidating, but they’re an invaluable tool in your marketing toolkit.
6. Social media keeps the cycle flowing
So now you have a marketing message, an attraction strategy (your blog), a prospect nurture strategy (your email list), and a conversion strategy (email message pointing your customer to a landing page).
What’s next? Take all that and grow it. And your social media platforms are an excellent tool for that.
Too many try to start here by opening a Facebook or Twitter account and rambling on. Social media becomes strategic when it’s used to spark conversation and engage interest that funnels back to your primary content (your blog) and encourages opt-ins for your email list.
You don't need some course in social media marketing. You already know how to use social media. Be friendly, be a good egg, be useful, and share interesting things.
People go wrong with social media marketing when they expect it to carry too much of the marketing load. Social media is just a good place to hang out with your audience, learn more about them, and be interesting. Save the offers and “marketing” for email list and landing pages, and you’ll find social media marketing much less mysterious.
7. And professional networking keeps your business growing
When you've maxed out your professional growth on your own, what’s the next step?
Find some like-minded business owners and start networking! Networking is a great place to find professional partnerships (writers, designers, blogs you can guest post on, etc.) as well as a terrific way to tease out the answers to tricky business problems.
You've got to face facts: As someone running a business (small or large), you're not normal.
- Normal people work “day jobs” and assume that’s all they’re ever going to do.
- Normal people let other people define what they do all day long.
- Normal people are afraid to start businesses, because they’re afraid of the discomfort that comes from solving unfamiliar problems.
Now I love normal people. Some of my best friends are normal people. But as a business owner, I know that trying to rely on normal people for business advice is a deadly dangerous mistake.
So get out and find some other people crazy enough to start and run businesses. Use them as your sounding board for business challenges. Use them to try out your refinements to your marketing message.
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Here's to Our Finest Life,
Coach Tara ~ The Helpful Entrepreneur
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