If your marketing could only accomplish one thing, what would it be?
Retailers would say getting buyers into the store, because that’s where they can best convert interest into favorable outcomes. If conversion happens on your website, you want your marketing to take buyers there.
Then what happens? That’s what buyers want to know.
Marketing used to open doors. Now it must communicate what happens after they are opened. Tweet this
What makes content marketing so much more powerful than traditional marketing is that it can convince people your business is the one for them.
The Internet is Your Shark Tank
The sales team used to make the first impression with new buyers. These days your content marketing and social media accomplish this, or should.
How clearly does your your online marketing communicate what your business can do for its customers?
This is not a time to be shy. A bold vision that creates big expectations is what most buyers want, as opposed to vague commentary that attempts to speak to everyone, and therefore, speaks to nobody.
The smartest marketing of all communicates the business has done its homework. It speaks to buyers in language that resonates with their worldview. It also sets expectations for what happens after they open the door.
In other words, it confidently takes a stand.
I don’t watch much television, but when I go to the gym I often catch a few minutes of the Shark Tank business reality show. Usually it is painful to watch how the “sharks” take a bite out of the wishful entrepreneurs.
They remind me of Bon Jovi’s Living On a Prayer. It’s a great song, but living on a prayer is not such a good way to launch or sustain an entrepreneurial venture. One has to be prepared, and that has to be reflected in your sales and marketing, whichever comes first.
In my former landscape business, our first physical meeting was that vital first impression. So, we not only scripted it, we rehearsed it, practiced it live, debriefed, and started all over again a little better prepared for the next one.
If you are wondering, yes, we failed a lot until we got it right.
Just as the business experts on The Shark Tank are skeptical, so are your buyers. This naturally brings a lot of anxiety to selling and marketing, especially because we all usually have just one shot at winning the confidence of a particular buyer.
So, be ready to make strong moves. Study your website and social media channels. Is your business showing up with preparedness and a fresh vision that gives your buyer confidence?
Here’s one Shark Tank entrepreneur that was ready from the very first moment. He was ready for no, and for yes. In fact, he took yes to the next level by making Mark Cuban his co-star.
For you and me, that’s our customer.
Create marketing that captures your vision for taking your customers higher than they thought possible. It starts with a vision.
Find the Solution to One Chronic Problem
Just one final thought on this topic.
Business success is often as simple as solving one little problem that a lot of people share. You probably already know what that is in your industry. It’s usually related to trust, and it prevents buyers from engaging with companies like yours.
There is no shortage of money out there for solutions that work. Find the path to it by communicating a big vision with your marketing.
About the Author: Jeff Korhan, MBA, is the author of Built-In Social: Essential Social Marketing Practices for Every Small Business and host of This Old New Business podcast.
He helps mainstream businesses adapt their traditional growth practices to a digital world. Connect with Jeff on LinkedIn, Twitter, Facebook, and Google+
