We’ve established that in marketing, the name of the game is being helpful. Every piece of content has to be helpful and serve your target market—even in the rare cases you directly promote your products and services, the point is to help people out by letting them know what you offer can meet their needs.
It is possible to help thousands of people and never actually see a return from your efforts if you never spell out what it is you do. As a marketer, you have to make what you offer easy to understand and buy. As you focus on helping your audience, remember the importance of keeping your brand and your solutions top of mind. It’s amazing how helpful you can be without ever once telling your audience what you’re selling.
When you promote your own business, be exacting in how you present your services. Unless people know what you do and how they can benefit from it, they won’t be compelled to buy from you.
Start with listening. Get feedback from your current clients to discover the state of your marketing. Ask questions to learn things like:
- What attracted them to your business in the first place?
- What value do they get out of their relationship with you?
- What do they like about your products?
- How do they rate your customers service?
- How do they describe an interaction with your organization?
- How do you compare to your competitors in their mind?
- What keeps them coming back to you?
- Is there anything about your product they would change?
You might be surprised about what you find. Some business owners assume they attract customers with their quality only to learn it’s their cheap price that’s kept them coming back. Others assume their marketing is bringing in the leads until they find out their customers all happen to drive by their location on the way to work every day.
There are several ways to gather this sort of information. Personal conversations are ideal, but you can also send out an email blast or survey with very little expense. However you choose to go about it, ask the right questions and listen carefully. The insights you gain from your current customer base are invaluable and will help you focus your marketing budget where you’ll get the highest ROI.