As a business owner, you have a good idea of how you want to grow. Getting your name out there, attracting prospects and, of course, increasing revenue. I'll bet you have some clear goals.
What might not be clear is how marketing can help you achieve those business goals.
We hear this concern at Zoe Marketing & Communications all the time. Many business owners are unsure if investing in marketing will move the needle. Some have tried it themselves, with patchy or poor results. And that can be frustrating.
It helps to make a clear, direct connection between your digital marketing and your goals. At Zoe, I've helped businesses share their message and meet their goals for over 35 years. Pulling from that experience, by the end of this article, you'll feel more confident about:
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How marketing helps build your visibility
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Its ability to draw in the people who are more likely to become customers
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How it helps engage and keep your current customers
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What marketing does for your bottom line
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Your next steps for using marketing to meet these goals
How does marketing build my visibility (aka 'brand awareness')?
Companies like McDonald's or Burger King are icons. People recognize their logos. Say "fast food," and they pop to mind. They're in our psyche.
That's an example of what the marketing industry calls "brand awareness." This is the degree to which a customer recognizes your product or service based on your name.
It's important because people are more comfortable with something they're familiar with. You want to be known before you're needed. That translates into credibility so that when folks do have a need, they think of you. We call that being "top of mind."
Marketing helps by meeting your potential customers where they're at. On their smartphones, laptops and TVs; while they're driving, reading and watching.
Ever heard of the marketing "Rule of Seven"? It takes at least seven views before someone remembers your brand. In the meantime, they're bombarded by other brands. Americans see a whopping 4,000-10,000 ads per day. Standing out in all that noise is no small task.
Digital marketing specifically builds your visibility by making sure you appear where people are looking.
Here are a few examples of how it can be done:
Retargeting
These ads follow your possible clients around the web or on social media after visiting your website. They can appear to prospects for weeks or even months, many times a day. You can even adjust for key demographics that interest you. This keeps you top of mind.
Organic content
Informative blogs and videos that dig into common questions help build your expertise. This content is free for anyone who's searching the web to see. You're drawing possible customers to you versus selling to them.
Social media
Posting where your potential customers are, and posting often, can build long-term brand awareness. Beyond organic posts, boosting posts or running ad campaigns can increase visibility even more.
I need to reach quality prospects. Can marketing help?
Have you ever chatted with a possible client only to find out they're nowhere near the right fit? You might find yourself trying to educate and even convince them. It's frustrating, not to mention a waste of time, energy and money.
But when you target the right people, that changes. You can have a more fruitful one-on-one conversation. They're more likely to become a customer. And yes, marketing plays a role in reaching these folks, also known as "qualified leads."
This is a deeper level of marketing. You're drawing people in — after getting their email addresses — engaging with them and delivering the information they care about.
Again, the goal is to get quality prospects who are more likely to become customers. Digital marketing helps by honing in on what they're into. You can find out by using:
'Freemium' content
Have you ever given your email address to download an ebook or checklist or sign up for a webinar? You've flagged yourself as a quality prospect. From a business side, you can use this info to send emails or offers with more information on the topic at hand. That builds trust.
Remarketing
This is similar to retargeting, but it's more specific. You can serve ads to people based on their email addresses. And you can tailor those ads to what they're interested in — based on that checklist they downloaded or services they've bought from you before.
What about engaging and retaining my current customers?
Marketing has you covered here, too. Getting a customer is great. But it's a given some will move on. So it's important to prevent some of that loss by staying attuned and engaged.
Luckily, digital marketing makes that task accessible. Especially since you already have that secret device: your clients' emails.
Give them more of what they love
Let's say you're a medical spa with a dedicated Botox clientele. You can use that as a basis to share other specials and procedures that might interest them. Do you have blogs explaining these processes? Even better. This kind of marketing establishes you as a helpful expert and someone they can trust, which in turn nurtures the loyalty you want.
Let them know what's new
Have you launched a new product or service? Your existing clients should be the first to know. Show you value them by sending an email announcing it, for example — paired with a discount. This builds excitement and a sense of being an "insider."
One note: Just be strategic in how often you're sending emails. A bombardment of too many can be a turnoff for customers.
And what about the bottom line — revenue?
Spoiler alert: You already know the answer. When you use marketing to build your brand, get those qualified leads and nurture current clients, guess what? It can all boost your bottom line.
Of course, that also means investing in marketing. It's the classic idiom of having to spend money to make money in action.
Small businesses should spend 7-8% of their revenue on marketing, the Small Business Association says; mid-sized companies 10-12%. On average, companies in 2022 are looking at 9.5%. That said, depending on your goals, that rate can be higher.
It’s normal to feel nervous about spending the recommended budget at first. Maybe you're thinking, "Oof, that's a lot of money," or "But marketing hasn't worked for me before." If so, the key is to set clear goals for tracking and measuring. You'll then see your results and have more confidence you're not wasting money or effort.
What are the next steps for marketing based on business goals?
We've explored how marketing helps you achieve your business goals, so you have a deeper understanding of its value. There's a lot of competition for clients, so staying top of mind is essential.
We showed you how marketing can build your visibility or "brand awareness." We took a look at how it generates those "qualified leads." And we looked at how it creates repeat customers. All of which boosts your bottom line.
Is marketing right for you? Provided you have clear business goals, yes! And while DIY marketing is doable, it's helpful to have an expert guide to create a clear budget and goals. Pros like Zoe Marketing & Communications can help hone in on your business goals and implement marketing campaigns for you.
As you continue on your marketing journey, here are additional blogs that will help you with your next steps:
Keep learning — and keep your customer at the heart of what you do. That's what builds trust with new and existing clients to help you reach those goals.
