Welcome

Where to Start

Marketing can seem overwhelming and expensive and with so many small business not knowing quite how or where to start marketing in this digital world, I wanted to provide a starting point to provide small business and organization with the tools to start themselves. I thought I would just lay out a few things to get you in the correct mindset, give you a few directions on how to start, mitigate wrong steps, and direct you where you can learn more.

Also, at minimal or no cost to you, other than your time.

Everything takes time but digital marketing has so many benefits beyond promotion. Digital marketing is about the consumer. It’s about building relationships. Have the mindset that you are building authentic relationship, informing the consumer about something, becoming a reliable and authentic source for what is relevant between the two parties, and creating a community.

Too many companies ‘post to sell’. Even some large ones. Consumers are looking for relationships and an authentic connective experience. If you are selling something that they can just buy off Amazon while sitting at home in their pj’s, why would they choose you? Because you have built a relationship and they trust you. People need connections and they thrive for them. You be that connection.

Build a Solid Base

All marketing has to start with a solid base. Start with basic marketing research by discovering who your customers are, where they are, how they buy, how they connect, what they look for, how they respond, etc. Focus your marketing from the customers perspective!

Who are you customers?

Use your data/tools to:

  • create demographic groupings
  • learn their shopping habits
  • learn where they are/shop (ie. which socials/mediums they use)
  • learn how they shop (directly from website, from socials to website, or from online directly to in-store)

Build personas from data to better relate and understand each demo.

  • Do they prefer to get their information from video, blogs, photos, etc.?
  • Do they shop around or do they buy when they see?
  • What do they value?

Know your customer!

Know Your ‘Why

Customers are looking for a need to be filled. Whether its a product, a service, or something else you offer. Different customers base buying decisions on different things. Be it price, convenience, brand, social benefit like supporting local or maybe knowledge of the company, store, or item. No matter basis for the decision, it’s about the customers wants and needs.

Too many companies focus on just throwing stuff ‘out there’ and not connecting with the customer on their wants and needs.

Your ‘why’ should be focused on that perspective.

If a customer is looking for a product, why should they buy from you?

  • Are you more convenient? 
  • Are you more expensive?
  • Does your customer feel connected to you?
  • Does your customer have an experience with you?

As we all know, Amazon is the largest retailer and other companies use Amazon as a sales vehicle. They are easy and convenient BUT they also have controversy. Which does your main customer value more? Ease and convenience or social responsibility? Are you highlighting the convenience of having a brick and mortar store for any issues from an online order? Easy and quick customer service?

That’s where relationship building comes in and that’s what marketing should focus on.

Just Start

Start with your main customer. Learn to market well for one or a few main demo’s before trying to appeal to a wider audience. If asked “who’s your customer?” and you answer “everyone and anyone”, your mindset is too wide. Many companies make this mistake and fail to connect well to their main customer.

  • Focus on the channel that your main customer is on. Is it Facebook, Instagram, TicTok, LinkedIn, etc
  • Learn the most about that channel as possible. Each platform’s algorithm works differently. There will be trial and error. It will take time to build authentic/valuable audience.
  • Always make sure that our graphic matches your copy. 
  • To start, use the 5/3/2 rule until you learn what your customers are engaging with and wanting to see. Then to can adjust to what suits you and your customers specifically. This is also when you can get really creative with collaborations, sponsors, partners, etc. 5/3/2 Rule is easy and simple to beginners.

For every 10 posts:

  • 5 are curated content (relevant to you and your customer from another source)
  • 3 are relevant content form you
  • 2 are touch, entertain, and fun.

Don’t forget, in this digital world with such quick and direct connections to your customers, if you have a question, ASK THEM. They will appreciate feeling like they have a say and will feel involved with your business. Not getting much response from your cake and cupcake posts? ASK what they would like to see more of.

BE AUTHENTIC!

When you’re ready to get more in-depth, you can access some free training. If it would be easier for you, contact me and let me know what you’re looking for to advance your marketing presence.