The majority of businesses today have a website, social media pages and some even have a blog. Many jump online expecting and hoping for big results fast only to find out that no one is interested in reading, consuming or sharing their content; let alone contacting them about doing business or buying from them.
For many business owners and entrepreneurs there has been a growing frustration that the internet is not all that it has been promised to be. Yet, it still remains true that any business can achieve marketing and sales through the internet with a little thought and some creativity.
When a business invests in an online marketing tool like a website, blog, search engine optimization or social media they understand that they no longer ought to just have a web presence for the sake of having a web presence. It’s just internet 101 today that there is more to it than that and we all accept and understand that.
But is it we really should be doing if we are want to take advantage of the all the internet has to offer us?
I see small business at a crossroads.
In a recent article titled “Successful Blogging Tips for Service Based Businesses” I shared one example of a conflict between the how the public wants to interact with a business online through a blog and how a business doesn’t want to do it:
81% of U.S. consumers trust blogs and 70% learn more about a company through their blog than through an advertisement and small businesses generate 126% more leads than those businesses who don’t have a blog.
Yet, only 13% of entrepreneurs and small businesses are blogging.
A lot of business owners and entrepreneurs are asking themselves and those they seek advice from:
- What should I be doing online?
- Why should I be doing it?
- How will it help me?
- What will my return on investment be and will the profits be substantial?
The focus of the questions is in the wrong place. Yes, I get it. You’re a business and you’re in it to make money.
But I believe the real issues that business owners and entrepreneurs struggle with is in their mindset.
Mass marketing has taught us that if we just throw money at advertising then the masses will come and make us rich.
Hasn’t that been the promise of the internet for over a decade now? Yet, I don’t see many business owners getting rich from the internet today because it’s not the pioneer it once was even though it’s still a very young and evolving tool.
For too long businesses focused on the technology as the solution to their marketing problems instead of looking deeply into their business. The focus is in the wrong place. The technology is just a tool. It cannot answer the fundamental reasons of why someone is in business or why a prospect would be inspired to buy.
The problem is that businesses tend to see the internet through a mass marketing mindset and until we see what that means and what the difference is not much is going to change in your results.
Here is how many are still using the internet hoping for results in an fast paced environment that has shifted on them:
- Websites exist to prove a business is legitimate or is nothing more than a flashy brochure that talks about the business and its products or services.
- Keyword research that is embedded in a website and social media platform to drive traffic to a website.
- Authoritative links to prove to a search engine that a website is legitimate and authoritative.
- Social media pages that are full of text and pictures that communicate benefits and features and “buy me” posts.
What happens when you don’t get results? Do you blame the technology for the problem?
Please understand, the perceived marketing problem is almost never the real problem.
All the tools and “how to” websites in the world are not going to help you learn the technology better to get the results you’re looking for because the problem is not the tool or the platform.
The real problem is the lack of clarity the business owner has around his or her business:
- What business are you “really” in?
- What are your tangible values?
- What problems do you solve?
- Who do you “specifically” solve them for?
- How are your products or services a part of “a” solution?
I my new book, I will share the secrets to marketing success.
If a business learns:
- What business they are “really” in: How do you communicate your business clearly, persuasively and in a way that resonates with any individual who is a prospect or customer from their point of view?
- What problems are you passionate about?: It’s more than just a business…
- What problems do you “really” solve?
- What tangible values do you provide? What can people expect if they buy from you?
- Who do you “specifically” solve problems for?
“The Shift” reveals how 300 years of mass marketing has affected our mindset and habits; and how we ought to view marketing and asks business owners to focus on the needs of others over self.
In the book I will take us on a journey with Chuck Ware, the owner and founder of The Academy Warehouse. You will see how Chuck learned to transform his marketing into a persuasive, relevant, compelling and inspirational message that resonates with his audience.
Chuck learned how to stop talking about his business both offline and online and learned how to focus on the needs and problems of those who need his service.
“The Shift” is for those business owners and entrepreneurs who know that something is deeply wrong with their marketing but they are doing everything they are told to do to be successful, except for one thing… learning your business so well that you know what business you’re “really” in and learning to speak the language of those who are ready to buy from you.
If you have a comment or want to share with me, I invite you to do so below in the comments section. I would love to chat and engage with you there!