business, customers, Inbound Marketing, Marketing, Social Media

Your Business Needs The Digital Touch

Are you thinking this is a SciFi post about virtual realities? No Sir, this is about your business success.

The “digital touch” I am referring to is CONTENT. And “content” is not some technical, marketing lingo. It is your new reality as a business. It is something that has to be accepted, learned, and given priority to help your business grow. Here is a definition that I like:

Content: Something that is to be expressed through some medium, such as speech, writing, or any of the various arts.

In other words, “content” is merely INFORMATION. And Information is what people need to buy products and services. And where do they get their information?

Oh yeah, through digital media! Ahh, now you know where the digital touch comes from.

Start with this question: Why is posting information about your products and services – via digital channels- so important to the growth of your business?

It is important because “information” (content) is essential to a buyers journey. It influences their decisions on what and where to buy. Just look at this awesome graphic below:

So, as a business owner do you want to influence the outcome of the purchasing decisions made by your customers? Sure you do!

Well, regular content is your best way to do that.

A study by Google shows that 10 pieces of content (information) are consumed before a purchasing decision is made.

Every post, every article, every blog has the power to direct attention to your business. It is the digital touch–tap-tap-tap and your future buyers are looking you up while waiting to get their teeth cleaned. Cool article on Twitter? Tap-tap and it’s bookmarked in the Pocket App for later. I do not think anyone can dispute the reality of our Digital World but is your business “digitally touching” potential buyers as he or she are browsing the world wide web?

HERE ARE THE PROBLEMS OF AVOIDING “CONTENT”:

  1. Customers do not have to go directly to you anymore to find the information they are looking for. That is why your phone doesn’t ring! If a customer saw something at a friends house, they turn to the Internet to find the answers to their questions. They go to your website first to see what you have, who you are, and if you have written any articles that address their questions. They look up at the top and click your social media links going to their site of preference–some Facebook, some Instagram, some Twitter. They ask themselves: What do they post? Are there pictures? Events? Anything useful? And then, they go back to Google and find more.
  2. Technology is embedded in all Generations. Sorry, it’s not just the young’uns anymore who live and die by their iPhones. Grandma has figured out that she does not have to get in her car to drive across town in the rain or snow to shop for something to give her daughters on Valentines Day. So if you are on her “Favorite Facebook Pages” and you have not started posting your Valentines quotes and ideas then some smart, savvy business is going to entice her to click on their paid AD along the right side…and off she goes gathering her ten pieces of content for when she is ready to buy, from them.
  3. The most painful of all is that you NEED NEW CUSTOMERS. The collectors, the rewards members, the people who have bought every model and color…they eventually move on and you need someone “new” who has never heard of you or your awesome “thing-a-ma-jig.” These folks have to find you, then read your ten pieces to learn more about how a “thing-a-ma-jig” works, and then they have to trust that you are real and not some Russian hacker trying to get their credit card number. The digital generation is everyone now. Just like when automobiles eventually replaced all the horse-drawn carriages–we all use digital media for information.

It’s Time To Start Saying “Content.”

These are not confusing times ruled by millennials with selfie sticks. It is 2017, and we are all part of the social media marketing universe—all of us. So go ahead, say it:

That is the first step in reaching across the digital aisle to potential customers. And although you will need a strategy for posting and content the hardest part is accepting reality. Your charming personality, your creative store windows, the coupon in Valpak, well, they just are not enough to keep your business a float. You must first accept “content” as your key to success in the digital world we live in.

#Content #BuyersJourney #BusinessSuccess #Customers #SocialMedia

Maria Bereket is a Digital Media Marketing Consultant and Coach, LinkedIn Strategist, and Social Media Trainer. Her work focuses on bridging the gap of the digital divide by teaching people how to use social media to grow their business through social media thought leadership. She is an innovator and creative task master, so don’t contact her if you are not looking for growth and change. Teaching people to embrace technology and learn how to communicate in a digital world is her super-power. Connect @mbear88 or email her at Maria@DesignBearMarketing.com

business, customers, Marketing, Social Media

4 Ways to Grow Your Business

sleeping giant

Nothing is truer about business!

Businesses that generate less than less than $5 million in revenue set aside between 7-8% for marketing.” -SBA.gov

What does that tell you? That most small business owners are not being realistic about the facts. Not having a marketing budget means you don’t have a marketing mindset and without marketing you cannot possibly grow to your potential.

It’s time that every small business accepts the new marketing world and start marketing!

And it doesn’t have to be hard, or painful or even complicated. It just needs to start, and start now. So let’s start with these four essential strategies of business growth:

#1 ATTRACT: Getting the right people in front of you is the first key to small business success. Start by identifying who they are—demographics, location, interest, and life-events. Knowing these things allows you to reach out to them through blogging, posting, advertising and web optimization. You need to be where your customers are—not where you are. Your customers are using social media, and most likely they are using it from their smartphones, so what does your website look like on mobile phone? When was the last time you changed your website? Your website is important. It is the single most important part of your marketing plan. Everything you do on social media–all the tweets and posts are intended to lead people back to your website. It’s the lobby of your business. It is what will attract people into your door.

#2 CONVERT: So once your customers find you, are attracted to you by all the awesome and relevant information on your website, there needs to be some kind of call to action so that you can welcome them into your business. Are they signing up for your newsletter that never gets written and sent? Are they filling out contact forms that never get responded too? Do they like your posts (assuming you are posting)? How do you keep track of all this contact data? Do you have an email list? Contact software? Hello, is anyone out there? How do you even know that customers are looking at your business to help them solve their problems or meet their needs?

#3 CLOSE: I know, you don’t have a sales department. Who does? The sales department of 1980 closed up in the 90’s, so its time small businesses understood that “closing the deal” is something customers control in the 21 Century. If they are calling you or stopping in for a visit, they are ready. Yes, they are ready to buy. Even aging baby boomers have smartphones and use the internet to get their information, so the days of visiting to get your brochure are over. Be ready to reach out, shake their hands, and sign them up

#4 DELIGHT: This is where most small businesses really fail, and it’s a shame because it is so easy to delight your customers today. You see, while you were cutting your costs by letting go the receptionist and the extra staff, you also lost a key part of customer service—oh yeah, it’s called CUSTOMER SERVICE. Who is thanking your customers? Who is welcoming them? Who is contacting them to see if they are happy and need anything else? I don’t care if you clean teeth, change diapers or sell pizza, customers want to be appreciated and given a reason to delight in their decision to come to you. What’s your plan? Are your employees trained on customer service? Do they know your mission statement? Are they happy and smiling, because if they are not, then your customers will not be happy and smiling either. And times have not changed, it is much easier to keep a customer happy than to find a new one. Delight them.

“Marketing is food, not medicine. It’s the regular, sustained nourishment that gets your business where you want it—and keeps it there.” James Archer, Forty.co

Marketing is not something you scramble to when the economy skids, or when you lose a top customer, or your enrollment is down. Marketing is the blood of your business. So avoid the need for a transfusion and keep it healthy and flowing 24/7 with a strategy and a plan. And the best part is that small businesses have the advantage. They can act quickly, test faster and quicker than the big guys—it is just a decision to start.

So let’s start a small business revolution and double that marketing budget from 7-10% to over 20%. What do you think would happen?