In this episode of my video blog, I discuss how to build and define the critical foundational elements that let you create a successful marketing and sales system for your business. I included a transcript for people who prefer to read or who are operating in quiet environments.
I’d love to know what you think, please leave a comment. I’d be grateful if you’d share it on social media too. Thanks!
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Hi, this is Michael Nelson. Today I’m going to talk about building blocks for small business growth and marketing. Consistent growth is challenging if you don’t have a system that works or if your flow isn’t that good. You find yourself spending more time and probably more money trying to market to capture new customers to fill your business or to grow or to sell your products. That time comes from just a few places. It’s going to come from time that you could otherwise be using to work with clients. It’s going to come from time that could be used developing new products or improving what you have work your free time. None of those is really good option and it’s not why we chose to be business owners – to stress out about sales and marketing.
We want to deliver great value to our customers and build something of value in our business. This is a problem not just if you’re a solopreneur or one-person shop or you’re just a few people or if you’ve grown to the point where you’ve got a nice size small business running. It’s a problem across the board. What’s needed is a clear path to more sales to ease your marketing. A path that delivers you the goals that you’re looking for while you’re delivering to your clients.
Just like any team, whether it’s a sports team or any other team that you have, if all the elements of the team are working together to move you toward your goal you are much more likely to achieve the goal. Conversely, if everyone’s kind of moving in different directions you’re goal becomes very difficult to reach.
You need, first and foremost, to align everyone towards the goals you’re looking for and build the system that’s going to take you. The building blocks I’m talking about today are a great way to build a clear path to your goals and coordinate the efforts of your business towards that goal.
If you get these right you can you increase your growth and coordinate all of your efforts towards that growth. That means you can grow a little bit quicker, a little bit less expensively and more predictably and hopefully you keep from chasing your tail in circles trying things.
These four foundational pieces will help set you on that path. The four foundational elements I’m talking about are all the ones that I use to build all of my marketing. I use them with all my clients and I have incorporated them into my Growth Hacking Hero course. If you get these right to start with, everything else that you do will have a much higher chance of succeeding.
It’s not just with sales and marketing, this will help your overall business. That said, the first one seems incredibly obvious, but a lot of us get it wrong.
Sell stuff people want.
That means your product, your service, whatever it is you’re offering, meets the needs of your particular marketplace. You know the problem it solves whether it’s helping them reach a desired goal or eliminate a pain point. You are able to clearly identify how your product takes care of that problem and are able to find a market that’s big enough and that’s willing to pay the price point that you set. That lets you grow your business.
Solve a problem.
The next one is solve a problem and I alluded to this in the first one. Your offering has to solve a problem or it is just window dressing, which is really hard to sell and hard to sell predictably. It’s also a challenge to sell when the economy moves up and down or when it is in seasonal. You need consistent growth and that means you have to solve problems.
You can find lots of variations inn why people buy things. Maslow’s hierarchy of needs, social triggers, sociological triggers, etc. I prefer to keep things simple. I look at two things people pay. Number one, they want to reach a goal. Number two, they want to eliminate a paint point. These two will mostly encompass everything else that you hear about why people buy things. It’s important for you to understand what your offering solves and articulate them to your customers and prospects. Don’t make them try and figure it out on their own!
Know your market.
We just talked about this in fact. I recently did a video on how to use a free tool within Facebook to figure out all sorts of details about your market – where they hang out, who they are likely to be following on the Internet (both websites and pages), what are they reading, their demographics, etc. The more you know about your market the more you are able to create appropriate messages. You can also identify different advertising vehicles and control costs because you’re not trying to hit everyone when it’s just a small group that is necessary to target.
You have to know who your customers are. If you think about everything I’ve talked about so far, it’s all flowing together. We sell stuff to the people that need to solve a problem. We know who the market is because we know who has the problem we solve.
Don’t add gimmicks.
The last one is don’t sell stuff with added gimmicks. This is a challenge, because when we develop products as business owners, we have a lot of pride in our creation. We’ve put a lot of our heart or soul, passion, though, oftentimes our money, etc. into developing something.
Because of this, we have a tendency to try to develop something that does everything. But, if you go back to number two on our list of solving problems, we really want to focus on the elements of what we’re selling that solves problems. The rest of it ends up being just sort of fluff that we’re proud of and maybe looks neat. When our customers start to use what you’re selling, those extras are typically ignored.
The problem with them is, when customers look at it they begin to wonder if they’ve paid for features they don’t use or want. This can push them to look somewhere else and see if I can find something that only has exactly what they need to solve their problem.
It’s similar to trying to sell a Swiss Army knife when all they need is a scissors. You really just want to include exactly what it takes to solve the problem.
On this video I’ve talked about four elements that you need to have in place in order to build the foundation of your marketing and sales. They also help focus your entire company.
You can do a lot of the work creating and defining the foundational elements inside your company or inside your head if it’s just you. But, the easiest and most effective way to gather this information is ask people. Don’t make the mistake of thinking that you can sit around and define them yourself and be accurate. You want to make sure that they pass the test of usage so you aren’t building on false assumptions.
If you’d like to learn more and get a little bit more in depth, feel free to grab my free condensed version of the content is included in my Growth Hacking Hero course. You’ll receive a three-part video series and handbook and it will help you go through all of this and create a system for yourself.
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