Is your marketing advertising not getting results? This is what you need to know before spending money on ads.
Most of us equate marketing with paid advertising – Running ads in a local, national, or even global publication.
Ads can be great. But to successfully attract new customers, your company has to be market-ABLE. Here are 3 essentials you should have in place BEFORE you start running ads. Or even if you don’t plan on running ads at all!
- Create Your Graphical Brand Style
In marketing, the goal is to be memorable. So consistency is key. Your appearance should be similar across all platforms – your website, business cards, fliers, ads… They should all have a similar “look.” This is done by using similar fonts, types of images, and colors every time. This way, every time someone comes across one of your marketing assets, it reinforces their memory and understanding of your company.
Work with a graphic designer to create a “Brand Style-Guide” and use it when you create all of your marketing materials.
- Define Your Touchpoints
Before spending money on ANYTHING—–a website, a flyer, a paid ad—–define for yourself exactly what the thing you are investing in does, and what it doesn’t do.
- A website can be visited by anyone, but it won’t ATTRACT visitors—–You need something which will send visitors there, such as digital ads.
- A paid magazine ad may encourage people to call your business—–But they will quickly decide not to buy if you don’t have a smooth sales process.
- Networking events are great for meeting people and developing relationships—–But they almost never present you with immediate opportunities to sell.
- Clarify Your Offer
This is by far the most important thing you can do for your company, marketing-wise.
Whatever industry you are a part of, there are thousands of others who sound JUST LIKE YOU. Unless…you set yourself apart. To do this, ask yourself three questions:
- What problem do I solve? (People only part with their money to solve a problem —–what is the problem that gets people to pay you?)
- Why am I the best at solving this problem? (You and your company are unique, and there’s at least SOMETHING that you do better than anyone else.)
- How can I PROVE that I am the best at solving this problem. (Case studies are usually the best proof.)
The answers to these questions should form the basis of any marketing material you ever put out. Otherwise, you will seem just like anyone else, and you may as well advertise for your competition.