All of your marketing has the goal of expressing your business’ benefit over the competition, leading to generating real customers or clients. Your goal is to hit home with your message to your target market. Marketing tactics showcase your competitive edge and make you the go-to person in your circle of influence.
Here are 7 fundamentals that you can take action on right away. Sometimes it is the basics that often get away from us and benefit from revisiting.
1. Be sure to have a strong bio. Readers of your qualifications should get a strong sense of who you are, including the specific experience, value and skills that you bring. This needs to appear in the “About Me” on your website and on your LinkedIn profile. If writing isn’t your strong suit, hire a writer to craft a strong written picture of who you are.
2. Get a professional headshot. Make sure you hire someone who specializes in professional headshots. If your photo is 10 years old, get it updated! We all know that we don’t get a second chance to make a first impression. A professional headshot allows you to show yourself in the best possible light, especially when you are likely to be meeting people for the first time online. This professional headshot is vital! While selfies are the rage, do not use a selfie as your professional introduction and image.
3. Create a Marketing Plan. The time you spend developing a business and marketing plan is a critical investment in your business. This plan, which doesn’t need to be complicated, will help you set and track goals and is invaluable in planning out strategies and priorities. If you feel stuck, it may serve you to hire a business coach who can spend a few hours with you. It is a proven fact that a written plan increases the likelihood of success. For reference, here is a great article showing the dramatic effect of written goals.
4. Identify Your Uniqueness. List the unique characteristics and qualities that set you apart from your competitors. What do these characteristics and features mean to your customers and your community? What are the values and strengths that make you different? Use this information in your marketing materials!
5. Update Your Website! Have you ever noticed that some websites are never changed, and the material you see there is rarely updated? When website visitors see nothing new or relevant, they could conclude that your value is limited. Refresh your content for your readers. Be sure that your website is properly maintained and that all the links are in good working order.
6. Prepare a good 30-second introduction. Your initial conversations with potential clients need to be brief but powerful statements that communicate your knowledge of your market. If you need assistance with your introduction, get some help. It’s that important.
7. Get off the couch! Visibility is important and doesn’t come easy. It takes showing up and being a force in your community. Showing up at various events promotes building relationships which is the foundation of business building. Look for groups, festivals or meetings to grow your contact list and connections.
“Conversation with customers will increase sales, even if the product or service is never mentioned.” – George Farris, founder of Farris Marketing