If you’re like me you’re always looking for an opportunity to meet new people and prospects and one of the best places to do that is online.
Where else can you prospectively meet a hundred people instantly or attract thousands a month to one place, like your website, to see what you have to offer?
A few weeks ago I was on an SEMrush Twitter Chat where I met Scott and connected with him. Over the course of a few days we emailed back and forth and then we talked on the phone about his online marketing challenges for his offline business.
I asked him if he was doing any of the following to which he replied; “No, because I don’t understand it.”
What did he not understand?
- Integrating his offline marketing with his website and social media?
- Creating landing pages on his website for his current promotions?
- Blogging for business and connecting with his customers and prospects more intimately online?
What he did share that was fascinating to me was how much money he has spent on his logo. In fact, it was nearly $7,000.
To state it succinctly; he didn’t understand how to message his business in a way that allowed him to attract and connect with a highly targeted audience that is ready and willing to buy from him both now and in the future.
While logos are important, they are not that important to most small businesses in my opinion. Logos at that price are for more mature businesses than Scott’s and who know and understand what business they are “really” in.
Last year I was coaching Merle Fisher, a freelance graphic designer located in Lancaster, PA (if you need one like Merle let me know and I’ll refer you), who is more than capable of creating the $50,000 logo. But he also understands that small businesses may only have $250, $500 or $1,000 – $2,500 to spend on one.
Again, I want to stress that logos are important but they are only important after you have learned how to communicate and message your business. Your message ought to inform the logo.
In fact, when you know your business intimately it makes Merle’s job that much easier to create a visually awesome logo!
In the end what you will be known for is what you have to say through your content. Content can be your website, blog, video, podcast, social media pages, blog comments or any other form of online communication.
Words are the foundation of your business and your message is made by those words that you must choose wisely if your online presence is to be a success or a bust.
Donald Trump is a Marketing Magnetic
I don’t have any intention here of getting political nor do I want a political conversation (please, no political commentary in the comments below). However, I do want to talk about Trump’s genius marketing which is the point here. Who gets more free publicity and marketing than Donald Trump?
From his “Make America Great Again” ball cap to the consistent message he is delivering over and over again he is connecting with those who have wanted to hear this message for a very long time but the audience isn’t hearing it from very many others of influence.
Here is what Trump is doing…
He sharing broad ideas or strategies (knowing they are controversial with a purpose) and if you want the details he is saying in recent interviews it’s being released on his website and you’ll get it in the debates.
If you pay attention he is carefully and brilliantly marketing to a very specific audience that has a very specific mindset, worldview and need. He is not talking to everyone, he is only talking to those who will be attracted to his message and will ultimately vote for him in “Republican” primaries.
Everything else is just noise that gets ignored and it’s working for him.
One of the main problems most of us have as small business owners have is that we are consistently inconsistent with our message and who we are messaging to specifically. Then we wonder why our marketing and sales are falling flat and we are not earning sales.
Breaking through the clutter is all about messaging; not technology.
Yet too many small businesses are focusing on technology to be their savior without recognizing the reality that technology cannot do for you what you have not already done for yourself.
Among your audience do you have a message they resonate with and then will catapult your message on your behalf?
Do you have something to say that will catch the attention of your target market and give them a reason to connect, share and buy from you?
Your message is much more important than your logo!!!
In fact, your message is the ultimate driver of your business and marketing both online and offline.
Just look at my message and you will see it all over my website. I’ve become known as the guy who asks “What Business are You “Really” in?”
It was so funny to me that Ryan Biddulph at BloggingfromParadise.com saw it with a few times of reading my blog. He stated such on social media, comments on my site and it references to me on his website.
I learned in web development through over a hundred clients in ten years that the internet is driven not by technology; but by a strong, consistent and unified message.
- Why does someone make money online?
- Why does a video go viral?
- Why does someone get tons of comments?
It’s because their message aligns with those whom they are attracting.
How Do You Attract Your Buying Audience?
This is where learning your uniqueness comes into play. Do you know what makes you unique and will draw a crowd online (or offline for that matter)?
It’s your message!!!!
Yet, most of us don’t do it. In fact, we don’t even think about it. We just assume our audience already understands us and is ready to pull out their credit cards and just start buying.
But we live in an online universe where there are millions upon millions of websites and the internet is just getting going. Think about it, nearly half of all small businesses in the United States still do not have a website.
That means there is a lot of room for more competition.
If you think it’s hard now to reach your audience, just wait! You haven’t seen anything yet.
In fact, I recently heard Seth Godin say that he believes we are in the golden age of target marketing; meaning it’s going to get progressively harder and harder.
So let’s get to it.
How Do You Attract a Buying Audience Online?
Before I share that I want to stress that it is not advisable to do this on your own. You cannot see outside of the scope of your own limitations, worldview or lack of training or experience.
Some of my clients have learned and understand this. Clients like mega blogger Adrienne Smith who came to me after she read my eBook. She was stuck in a blogging world where she was attracting an audience who loved what she said but she wasn’t messaging in a way that was inspiring people to buy from her.
While she easily gets over a hundred comments and has an amazing social validation her business wasn’t financially growing the way her blog was.
That’s why she reached out to me and went through my “Foundations of Internet Marketing” 1-on-1 training (which is extremely affordable may I add).
Here is the program in a nutshell…
Adrienne answered the following questions in detail and with help:
- What are you passionate about?
- What are the tangible values your customers experience and how did they feel about it?
- What “specific” problems does each tangible value solve?
- Who are you “specifically” solving each problem for?
- How are your products or services a solution to each problem
By grouping common issues together we could then take and create a statement that illuminates what business she is “really” in.
- The perception that Adrienne had of her business and blog
- Who she was attracting
- How she creates specific content for one person, with one problem or need, with one solution
- The type of call-to-actions that will inspire people to do something with what she teaches them for free on her blog
- Her bottom line results
Adrienne has shared with me how she has seen an improvement in her sales since our work together and in fact she has referred several people to me. I’m confident she will be leaving a comment below so you can see for yourself what she will have to say.
How Clear is Your Message?
Adrienne’s experience with me would have never happened if my message was not clear. The consistent drumming home that your strategies are not important if you don’t know your business is the center cog of unveiling the web for success.
The results for most businesses marketing online is that their sales are stagnate or non-existent.
The majority of businesses don’t understand that the internet is not a fast track road to success. That doesn’t mean that you can’t grow quickly through it but what it does mean is you will have to lay your foundation through your message before the right audience will show up.
This is not the Field of Dreams… just because you build it does not mean they will come.
But, if you build your message right and then create the strategies that are dictated by your message you will put your business in a strong position for success!
Here is a quick idea of how this works:
Message leads to strategy → strategy to goals → specific and measureable goals lead to execution
Is Your Message Clear?
Are you like Scott? Have you spent a lot money in all the wrong places and you’re not getting the results you know you should be getting?
Are you attracting an audience who is able, willing and ready to buy from you?
Do you even know who that audience is or how they want to be communicated with?
Do you want to learn how to increase your sales online but you’re not sure where to start?
If that’s you then I want to offer you a free consultation today.
If you would like to get one hour free with me then click here and schedule a time of your convenience on my calendar.
I guarantee you that in our time together I will give you at least one thing that you can take and use immediately to help your business. There is no commitment or obligation.
I hope to hear from you ASAP!
Don’t spend another dime on things that don’t change your message. If you spend money on a website, content generation, video, social media, search engine optimization or more you might be throwing it down the drain.
Schedule a free consultation with me today and let’s learn how you can make money instead of throwing it away on things that won’t work.
If you have a questions, thoughts or want to make a contribution to this article, please share below in the comments and let’s have a conversation about finding the right web designer for your business.