Why Your Marketing Isn't Working.
Updated: Feb 11
Burda Marketing: The Podcast! Now on Spotify and all major platforms.
What Could Be the Problem?
Do you feel like you’re doing everything you should be doing to market your small-medium business but yet aren’t getting the results you hoped you would?
You have a website, you post on social media, maybe you are on sites like Yelp! but is all of it actually working for YOU? Or maybe you don't know where to start so you haven't yet started doing anything yet. Well, either way, let's take a look at what you need to consider!
Give these questions some thought:
Do you have a website but it’s not getting traffic or bringing in new clients?
Are you on social media but you're not getting followers or generating leads?
Do you have a business listing site but it’s not bringing in new business?
Are you running ads but just feel like it's a waste of money?
If you said yes to any of those questions, then this blog (or podcast) is for you.
Do You Want the Hard Truth?
Well, the hard truth is, marketing will not work unless you work. (Or hire someone to do the work for you).
Marketing is not a set-it-and-forget-it solution, unfortunately. Even the most beautiful, informative website in the world will not generate traffic unless the proper work is being done to do so.
Your website, social media, sales funnels, emails, ads, they are all parts of a well-oiled marketing machine. They all need monitored, they all need maintenance, they need engagement and involvement. They each have a purpose and one of these elements cannot function to its full potential without the other.
If you want your marketing to work for you, then you have to work for it. There is a lot that we don’t typically see that goes into successfully marketing a business. The behind the scenes “not so sexy” stuff.
Don't Miss My 3 Actionable Tips You can Start Today
Now, I don't want to leave you overwhelmed or unmotivated so lets walk through this step-by-step to understating how it all works together but then I will leave you with 3 tips that you can put into action right away.
If you're considering outsourcing to a marketing professional, then this can give you a little insight into what they should be doing for you! Or book a free consultation to work with me!
So, how do we get it all to work? Well, let’s look at this a bit closer.
How to Get Your Marketing to Work for You:
Branding: Know Your Value and Who You Serve
Sounds pretty simple, right? Well, sometimes it’s not so simple. Ask yourself what is the value you bring to your clients? You should be able to answer this with a very simple statement. Who you are targeting? And, what problems are you solving for your ideal client?
Once you know what you offer and who you are targeting then you can begin with your you can optimize your website so 1.) your ideal audience can find it and 2.) so that when they visit your site it speaks to them. Same with social media.
I’ve come across many small business social media accounts and all I can tell you is that they are a business. I have no idea what they do, or what they offer, or who they serve, but I can at least tell they are a business. Don’t be those accounts. Be sure to clearly define who you are and who you serve.
Your content should provide value to those you serve. Your social media content should drive people back to your website. Give an offer to sign up for an email newsletter, a free guide to download, something that entices them to click and give you their information.
Business Listing Sites:
Social Proof! One of the biggest advantages of business listings sites like Google My Business or Yelp! is that it gives you the opportunity to collect and display reviews. People buy based on the opinions of others.
The other perk is that being on these listing sites greatly helps your SEO. SEO, or search engine optimization, is how Google and other search sites rank your website. With Google My Business, for example, you will now rank not only in search results but in local map searches as well.
Google Ads/Facebook Ads/And beyond:
These ads can be complex so that’s another blog. But once the ads are set up properly, these ads can directly target and retarget your ideal client. Again, these ads should entice clicks and lead to a landing page that will encourage those visitors to "book a call," "sign up," or fill out a contact form. Ads should be monitored to see what’s working and what’s not, so you can readjust and get more leads and the most bang for your buck.
Once you have emails for those leads you'll want to continue to drip on them with more value and information to hopefully convert them info paying customers.
You can also use email marketing to nurture relationships with existing clients. Don't forget about your existing customers. Repeat business from existing customer is much easier to get that it is to get new clients.
Be patient and repeat:
This is all part of the marketing cycle and you can see how it all works together. You do have to be patient as well; Marketing takes time to get established and it takes time for your target audience to get familiar with you and your brand.
So, just having a website isn’t going to do much for you on it’s own. It’s still a good idea to have one because you can send people there for more information. And even those who hear about you by word of mouth are likely to search for your website and social media to learn more about you before making that purchase decision.
If you genuinely want to generate leads with online marketing, it all has to work together.
Well, as promised, here are a few tips you can put into action today:
Here are a few items that don't require a ton of time or marketing knowledge.
Start Engaging on Social Media
And I mean really engage! I see many businesses leaving opportunities on the table by ignoring comments (those are potential customers!), not posting regularly (you want to stay of mind), and not letting people know they are on social media to begin with. See my blog Is Social Media Hurting Your Business for tips.
Set Up Google My Business
Start an Email Campaign to Existing Clients/Customers
There is a much higher rate of getting repeat business from existing clients/customers that there is from trying to get new business. Start an email campaign today to reach out to those who have already done business with you in the past.