Hey there – and welcome to episode 122 of the Small Business Made Simple Podcast.
Thanks for leading me your ears today – I know you have lots of choices out there and I appreciate you making me one of them.
I’m Jenn, the host, marketing thought leader and digital strategist and coach for small businesses. And just an all-round small business lover with one goal in business – to make every small business I come across to make marketing a priority in their business – because if you want to grow, you need to market!
It’s that’s simple – not easy, but simple for sure.
Just before we head into this week’s episode, I wanted to quickly let you know that now you can sponsor my podcast! Yep, I am taking sponsorship for the podcast.
So, if you have a product that you want to get your business or your message in front of about 1000 small business owners, for less than a radio or a newspaper ad, then this might be just for you!
What I love the most about sponsoring a podcast episode or two is that the content lives on forever.
A radio or tv ad is only on until you stop paying and a newspaper ad is gone in the days afterwards and becomes recycled – such a short time frame to grab your people’s attention.
Podcasts – they aren’t like that. I still have 200 odd people who download my very first episode – every month. That episode was done in January 2019 and yet people are still listening – that’s the power of using podcasts as part of your marketing spend.
If you’re interested, you can go to www.socialmediaandmarketing.com.au, find the podcast tab at the top and see “Sponsor a Podcast”.
I’ll be starting in May with sponsorships.
But let’s get into today’s episode – 3 reasons why your marketing isn’t working.
Without a detailed look at your specific marketing strategy, I’m not sure exactly why yours isn’t working, or even that it is and you’re perhaps just either being too hard on yourself or looking at the wrong metrics, but today I thought I’d share the 3 most common I see.
I guess the first trick in getting your marketing right is targeting the right audience, so let’s assume you know exactly who your target audience is, you’ve researched this and have hard data, not guessing, and you’re marketing still isn’t getting through and making sales.
Your materials are boring to your audience.
Your materials might be boring to your audience for a host of reasons:
- Everyone uses the same marketing materials as you – as in your marketing isn’t standing out from the crowd
- Your ideal client/customer doesn’t read/consume that type of material – examples might be you use Twitter but none of your customers are on Twitter, or you have the same ad, that you’ve had for ages in the local newspaper – so it’s no longer standing out or perhaps your ideal customer doesn’t even read papers – you get the gist!
- The language you are using is boring – no humanism – human to human marketing – it works my friend!
The second reason why your marketing might not be working, it’s all about you!
What you do, how long you’ve done it for, where you are located, how great you are at doing what you do and well, it’s just all about you.
What’s everyone’s favourite subject?
So, I get why you think everyone wants to know about you, because you love talking about yourself, but as a business owner, your marketing needs to be about THEM – your audience.
You need to be showing through your marketing what problems you solve for them, what roadblocks you help remove or what delight you are going to bring them if they buy from you!
Like products – don’t tell me the details of the product, tell me why I need it – tell me the benefits – not just the features.
One super-easy way to tell if your marketing is all about you – is to see how many times you write, mention, say the word “I” or “us” or “we” in your marketing – because that’s talking about you and not doing anything for the customer!
So, I challenge you, go and check out your last 5 posts on social media, your home page on your website and perhaps even a brochure if you have one for your business – is it about you or your customer? How many I, we and us’s do you see?
Now, disclaimer here, we aren’t talking about storytelling here.
We aren’t talking about how you tell a story and something that’s happened to you or you’ve done in order to share the lesson with your audience.
My weekly emails are often stories about me, but the lesson is for my audience. There’s always a segue from my story to the point I want to make to help my audience, or you!
Human to human marketing – it’s all about storytelling – but if all you ever do is tell stories and your audience doesn’t get the lesson or doesn’t see the lesson – then you are simply just talking about you – story or no story.
The third reason why your marketing doesn’t work – it’s not targeted.
Your marketing is not targeted at the people in your ideal audience. It’s more of a “spray and pray” strategy – if I just talk to everyone, then someone will respond.
I think we all know that’s not the case. Think of yourself as a consumer and what marketing grabs your attention – it’s never a targeted at everyone piece of marketing, it’s a targeted directly at your demographic piece of marketing – otherwise, you just wouldn’t have seen it, most likely!
Targeting your marketing is about using the methods, social, newspaper, podcasts etc and making sure you are talking benefits, not just features, and storytelling with a purpose and it’s about using customer-centric language – not too many I and we and us in there.
Like I said at the beginning, there might be a host of other reasons why you think your marketing isn’t working – but in my experience, it’s generally some level of the 3 mentioned here.
- Your audience finds your marketing boring
- It’s all about you and not customer-centric
- It’s untargeted
Of the 3, if I had to make a call, the 3rd one – untargeted, is the one I see the most.
Niching down into a target market is one the hardest things for business owners to get their head around. It’s like having two parties to go to as a 5-year-old – you always wonder whether the other party had better games or better food – left wondering if you made the right decision – the fear or missing out – FOMO – it’s real and it haunts many a business owner!
That’s it for episode 122 – I’ll be back for 123 next Thursday – look forward to chatting again then.
Have a fabulous week, whoever or whatever it brings.
If you’re enjoying this podcast, which if you have listened to here – you hopefully are, don’t forget to subscribe, share this episode with another superstar business owner who’s doing the daily grind and would appreciate someone making their business simpler, and leave a rating or review to show how much you are loving this free weekly content and my fabulous guests!
See you next week
But whatever you do,
……..remember small business peeps, as my opening song says, there’s no point in dreaming small!
I would like to acknowledge the Traditional Custodians of the land, the Yorta Yorta People, on which I record this podcast and conduct my business today and pay my respects to their Elders past and present. I extend that respect to Aboriginal and Torres Strait Islander peoples here today.