Transcript of Business growth video about doing the right kind of marketing
Hi there and welcome to this next business growth short, a short video to help you in your small business, and help you to get a better business, more profitable and more sustainable, something that gives you the kind of lifestyle you that you want and all the rewards you want that’s why you started a small business!
What am I going to talk about today? I’m going to talk today about how you choose the right marketing things to do and the right suppliers to provide you with those services because I’m sure like me you meet tens of people at networking meetings and they tell you whatever they do are going to be the silver bullet that will solve all of your woes.
So how do you know that they are the right kind of people and what they are offering is the right thing to do? Well what I do is I rewind, I rewind to the strategic questions and have answered the strategic questions that relate to my business.
The first one of those is what does a good customer look like? So, I have to understand who I have to get access too. The second is what is the right kind of message I need to convey to those people so they can buy from me. That will be what makes you different, what is your competitive advantage your differentiating factors.
People buy because why you are different and the benefit of what that difference is. If you want to know more about that, you can look at my video on the YouTube channel on differentiating, but I won’t go into that now.
So the two key strategic questions are who do I want to speak to and what do I want to be saying to them, what’s the key message. So, when you talk to someone about marketing about what they can do for you for your business and how they can help you, you can talk to them and you can say three things.
The first thing you can say is that you’re looking to generate 50 leads next month, 2 leads next month, 5 leads next month, whatever it is. Whatever that number is that you’re looking to generate, then you can begin to tell them what a good customer looks like to you and why you’re different and better.
The challenge for them then is, to come to you and tell you why investing in whatever they do will generate that many leads to talk to that many customers by using that sort of message. Because you make a judgement on a tactic or a marketing activity is the right thing to do by making a decision on whether that’s the right channel or the right tactic to see if that message will go to the right people.
If when you put this challenge to them and they don’t really understand what you are asking them, they are not the right people to deal with. If they come back with a woolly answer that doesn’t really give you any comfort on what they are talking about, they are not the right kind of people.
There are plenty of more people that do what they do that will understand these strategic marketing questions. So I often get asked should I do X or should I do Y, my point is that it is different for everyone there is no one size fits all. The best way is to challenge those people to show they have a solution for you and how they can help you in your business.
I hope that’s been useful for you and put some perspective on marketing for you and ill see you next time.