Marketing is one of those things that I find people either love it or hate it but I think it's more complex than that.
As small business owners we are forced to put on many hats, some we're familiar with, some we need to learn and some we don't even know we need them.
So let's talk marketing. It's defined as the action or business of promoting and selling products or services, including market research and advertising. For many people, this concept is completely foreign or there is a fear of it therefore they choose to ignore it. I used to have the same relationship with marketing and it paralyzed me because I didn't go to school for these things, I took a marketing course at university and it honestly was the most boring thing but it was because I didn't have the background or knowledge at that time to understand it. I now have a new perspective on marketing and a simple way for most small businesses to handle it. Marketing is about creating relationships with your audience and clients. You do this by sharing your story, educating people using your expertise and showcasing your services and products. Yes, your ultimate goal is to make a sale because that is how you stay in business but when we talk about it in these terms as opposed to a large company that has an entire department dedicated to marketing and advertising, market research, social media, etc... it becomes a lot more manageable.
Let's talk about marketing strategy for the solopreneur or small business owner. Your goal is to get people to know, like and trust you. This can be accomplished through networking, referrals, advocates, and both digital and traditional marketing. So let's talk about your marketing channels for a minute. The first one is your website (surprised?). Your website is your store or office. The place where people will learn the most about you and how your product can help them. Your website should be populated not only with great text but with captivating images that showcase your product or service. Many people tend to use mostly stock images on their website and the mistake with this is that it's no longer personal. You are telling the people who visit your website that you are just like everyone else but if you create your images (with the help of a brand photographer) you can create a much more compelling and authentic experience. When you showcase your space, staff, products, things that are personal to you and your business, and of course your face, people trust you faster and are much more ready to hire you.
Today we have so many easy ways to share our story on social media, blogs, newsletters, video channels, podcasts, etc... and the stats are showing that visual content gets more engagement and businesses sell more than without it. According to Forbes, 4.9 billion people use social media worldwide and posts that include images attract more attention than those that don't.
With those stats, it's important to consider the types of images you plan to use, especially when creating ads. If you use stock images or non-professional images as opposed to professional custom-created brand images for your business you are sending an unconscious message to your audience. When it comes to stock images if the image is popular people may see it on more than 1 business or person, this can lead to confusion and you could be quickly forgotten. If you use non-professional images that can affect your credibility and people may judge you accordingly. Using custom professional brand images is important because they send the message that you are a professional, they allow you to stand out from your competition and they attract the customer you are looking for quicker because they are in line with your branding and custom created to your message and values.
I hope this blog has given you a bit of insight into marketing and branding for your business and helps you to craft and share your unique story.
Got a question? Post it in the comments or send me a message.
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