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My marketing sucks! Nothing works!
You know what? I'm going to fire everyone;
I'm gonna start all over tomorrow! In this video,
we're going to talk more about why your marketing doesn't suck,
but how you have to get more focused. Keep watching.
Hey, it's Bryan Caplan,
your host of Bigger, Better Biz where we equip you with the
tools and know how to grow a bigger, better,
small business. Now today we're going to talk about why
your marketing doesn't suck and ultimately why you just need a little
bit more focus. I'm going to tell you exactly what you
need to focus on, but before I do,
let me tell you a story.
We had a client that provided cement floors.
Now, okay,
not a sexy product. It's cement floors,
right? Terrazzo floors,
those types of things. Specifically,
these are things that builders might need.
Developers might need. They had an intern come in and it was a
summer intern that was a daughter of the friend of the family type of thing.
We see this all the time. The intern didn't really understand the
business, but knew that social media was it.
It was the thing. They had to do it.
And so this kind of shows the disparity between bringing on someone that doesn't
understand your industry and not knowing your marketing or your audience and let
me show you how these two work. So the intern comes in and says,
Hey, we have to do facebook,
we've got to do snapchat, we've got to do instagram,
we've got to do pinterest, we have to do twitter because that's
where everybody's at.
Okay, so that's the intern and then you've got
the business owner that really has not taken the time to understand or hasn't
had the time to understand the greater marketing spectrum,
if you will, the ecosystem,
how things work, how they can connect.
So the business owner says, Hey,
let's do it. Sure.
You know, we've got a summer,
you're an intern. We're paying you 15 bucks an hour.
If it doesn't work, it doesn't work.
This is where we came in as a marketing consultant.
We were working with them on their websites and other things and said,
you know, we'd really caution you not to do social
media or to focus on specific channels because otherwise you're biting off a
lot. Now,
we didn't want to be disparaging to the intern because you know,
the intern's trying to learn and it's also a family member,
so there's that conflict of interest there and you don't want to start
creating waves, ruffling feathers,
but at the same time we kind of knew what was going to happen with this and
in the end, after two and a half months,
exactly what we foresaw like, Nostradamus,
it just flopped! The social media program flopped because
the business and the intern did not define their audience.
And what we're talking about audience, we're talking about Avatar,
we're talking about buyer persona, we're talking about your target
customer, your target business profile.
This is someone that is buying from you, right?
These are the types of people that you're trying to send your message to
and when you send your message out, you're trying to pull in a response.
Well, the intern had really good intentions,
but the intern didn't understand the audience.
The business understood the audience, but they didn't really get with the
intern to figure out how they're pushing out the messaging,
on what channels, and how they could potentially pull the
response. Both sides were there and they just
weren't intermingling and integrating together.
The number one thing is you've got to know your audience.
If you have builders, if you have people that are looking for
cement flooring, they're not going to be on snapchat.
They're not going to be on instagram. They're not going to be on pinterest.
Maybe altogether, social media does not make sense,
and we see this a lot.
Small business owners come in and they just started the business.
They want to hit the ground running. You got your business license,
you got your place of business. I've got a website or a built in myself.
Now, I've got to get out on every social
media. You don't need to understand your
audience and maybe understanding that audience a little bit more would have
meant that they're going to send letters.
Sales letters would have meant that they're sending direct mail,
would have meant that they're advertising in the yellow pages would
have meant that maybe they need a google my business profile and they have to get
reviews from past clients so that if a builder is looking for someone or
someone new in the procurement office, maybe they're going to find that person
and suggest that they work with this cement flooring business,
so it's all about understanding your buyer persona,
and if you understand your buyer persona,
you can create some really good concrete,
no pun intended, messaging that will push out and pull in
a response.
Very short story, but I hope you understand.
Don't go out and try to grab everything because if you do,
you'll be a mile wide and an inch deep and instead I'd rather be three feet
wide and I'd rather you be a mile deep because that's going to be much more
effective, much more efficient and much more
impactful to help you grow a bigger, better small business.
Hey, thanks for watching.
You know, bigger,
better biz is dedicated to equipping you with the tools and know how to grow a
bigger, better,
small business. It all starts with you,
so if you enjoyed the video, please click like below.
Feel free to ask questions in the comments,
and if it's not too much to ask, subscribe to the channel and click that
bell because will be notified every time we have a new video to help you grow
that bigger, better business.
Here's to your success.
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