Monday 11th May 2020
Success in business depends on providing a
product or service with a value that meets what your customer’s expectations
are. Unfortunately, many small business
entrepreneurs fail within a short period of time because they don’t effectively
communicate to their prospective and present customers the benefits of their
product or service they are providing.
This is particularly true of many home-based
businesses, who have been misled into believing the myth that “if you design,
manufacture and build it, customers will come to you” a lot of start-up internet
business entrepreneurs believe this; absolute nonsense.
What you’re doing is to get the acceptance of
what you are selling, then it will depend on how well you are able to represent
your business in the minds of your prospective and present customers. If you are sure that your offer is of good
quality and good value, then your next step will be to get that information
across to your marketplace. Generating business by exposing and promoting
yourself, by “Internet-Networking”,
you must consistently network, market your service and your product. Advertising and promotions alone will not
work in isolation.
When Marketing and advertising fails
If you have spent time and resources putting
together a Business-Plan, which
includes a Marketing Plan
within it. You would have spent considerable time working out your original advertising
and marketing strategy; or should have. A problem you now face is, how
effective has that strategy been? or has it been a waste of time and
money? What should be concerning you at
this point is; have I been sticking to it religiously?
A lot of business owners start to think that
because it does not seem to be working now, it’s wrong, so I must stop and save
money. At this point, I must change what
I’m doing. I must try and advertise on this social media platform, in this
paper, in that paper and try to develop a new marketing strategy, hopeful of
bringing in more business. Wrong. Unfortunately,
their new campaign becomes ineffective.
Why? Generally, it’s because of knee-jerk reaction, an irrelevant
message is being sent out, because they are probably using the wrong
advertising medium, or not hitting at their niche market. I am certainly not an
advertising guru and would not attempt to be one.
What my suggestion would be:
To achieve your advertising and marketing
goals, you need to, go back to square one, go back to when your strategy was
working, in other words go back to your original Business-plan and Marketing Plan. You need to develop that
winning formula again that was effective, it was a good message, it placed you
in the correct market position.
The message you originally sent out was, “believable
and relevant” it was the one that you
started with, having full conviction in portraying your “vision and
dreams”. Remember when you had the
correct strategy and your (USP) “Unique
Selling Point” was positioned
correctly, you were driving sales pro-actively. So, when the right message is
being sent to the marketplace, it will again become more effective. I feel that
you need your website to be “the axle,
the centre, the hub”; with all you Social Media sites linking
to that HUB. Now when you post your blog, articles, photos of your finished
work online, what you’re doing is driving traffic to your website. It is the
same, when you write a blog on your website
it automatically links that blog to all you Social Media sites.