In March, the Swerve Community was treated to Carol Reeve’s high value presentation- Marketing on a Shoestring Budget. The information was informative and beneficial for any business that has a minimal marketing budget. Carol shared many helpful tips, but we’ve chosen three takeaways to share and help improve your marketing efforts today!
No Foundation – No ROI
When a contractor is building a house, he or she doesn’t start with the roof. The same thing goes for marketing a business. Before considering investing in any online or pay per click advertising, a business must have a good marketing foundation. That foundation must include the business’s core message. Is that message consistent across all media channels; web, print, and social media? Anchoring the core messaging avoids confusion amongst your customers and helps you make progress toward your goals.
People Buy “Why”, Not “What” you do
Carol shared an insightful theory from Simon Sinek. . .
“People don’t buy What you do. They buy Why you do it.”
Most organizations lead with “What” they do in their initial message, followed by “How” the product or service is made or the process behind the value proposition. After that lengthy intro, they may provide “Why” they are in the business in the first place. It’s the “Why” you do what you do, that has the capacity to hook your customer. If your “Why” is compelling, and you are solving your customer’s problem, then you have their attention! Telling your “Why” sets you up to gain their interest and trust, and the “How” and “What” conveys the product and its value.
We all have things we’re passionate about, and research shows we prefer to buy from and work for companies that stand for something that appeals to us.. Marketing With a Purpose is the main focus of the 2017 Cone Communications CSR Study, and it’s worth a read.
Create a Positioning Statement
Effective marketing – first and foremost – requires the effective identification and consistent communication of your WHY, HOW, and WHAT
Positioning is the core of a business’s marketing strategy. A positioning statement communicates the following
- WHY your business exists and the problem you are solving
- HOW you accomplish this
- WHAT services you provide in support of this
- WHO you serve
- What DIFFERENTIATES your business from others
- The personality of your business
This positioning statement will help you hone in on your target audience. This plays a huge role on keyword research for SEO purposes. We hope these 3 marketing tips were of value to you. If you’re a Swerve member, you will find the full recording of the event and the slide deck on the Swerve Community Facebook Group.