You’ve started a business. You’ve learned how to sell yourself, in order to sell your product. You’re in touch with your target market’s mindset, and you’re ready to deliver.
There’s just one problem: Few people know about your business. Even the ones who need it most don’t know it exists.
How can you reach them? How can you let them know you have a groundbreaking solution to their nagging problem?
In order to start the word-of-mouth ball rolling, you’ve got to put your business in front of all the right people, in the places where they’ll be most receptive to your message. You might think you nkow where that is, but may still be having trouble getting a response.
Today, we’re going to talk about how you can be sure you’re being seen in all the right places. As female entrepreneurs, we are naturally more in-tune with the people who need our services. However, we can easily be mistaken about where to find those people, or about what they need to see and hear to make them sit up and take interest.
Come with me to learn how to find them…and how to turn their attention to your business.
Build a website
I’ve got a few questions for you: In today’s digital age, would you place your business in the yellow pages and stop there? Would you rely solely on that method for making your services known?
If your answer is No, then the answer to building a website should be a resounding Yes.
The internet is how people shop. It’s how they learn about new products and services. It’s how they solve problems. If you want to be discovered, you need a website.
If you want to be discovered, you need a website.
The number of global internet users increased from 3.9 billion to 4.1 billion, just from the middle to the end of 2018. 1.92 billion people are expected to have purchased something online by the end of 2019 (that’s 80% of internet users).
So if 80% of internet users are purchasing online, shouldn’t you be there when they conduct their searches?
And to take that one step further, your website can’t just lie there. It’s going to have to do some heavy lifting.
Always put the same amount of responsibility on your website as you would on a brick-and-mortar shop. Your website should captivate the the moment they click to enter. It should keep them mesmerised. It should convert and it should satisfy.
A website really is that important.
Build a blog
A blog consists of a series of articles written by your business, by members of your business’ team, or by guest bloggers.
When your blog is published as part of your website, it will help you accomplish a number of things. When you focus on one keyword in each blog article, your website will appear in internet searches for those terms. When you’re in touch with your target market’s problems and the words they use to describe their pain, you’re more likely to attract the people who will be most interested in your brand.
What’s more, Google loves fresh content. Stale old websites don’t get a lot of love. However, websites that publish new content (in the form of fresh blog articles), are more likely to grab first-page spots in search results.
Google loves fresh content. Websites that publish new content, such as blog articles, are more likely to grab first-page spots i search results.
And finally, a blog filled with helpful information works to establish your reputation as an industry professional. You can use that blog to prove your experience, your awareness…and to build trust.
Build a social media presence
Social media is “social” for sure, but that doesn’t mean there’s no place for business. On the contrary, the “social” element of social media has practically swept the word-of-mouth scene.
The number of social media users increases by approximately 9% every year, bringing the 2019 global total to 3.5 billion. In so many ways, if your business is not staking its claim on social media, it does not (or will not) exist in the eyes of most consumers.
The key isn’t to occupy as much space as possible on social media; it’s to occupy all the most relevant spaces. That means doing your research to find out which channels your target market is using. How are those channels being used? And what days and times are your target customers most active on those channels?
Put your brand in front of them, with language and visuals that will move them to want to learn more.
Craft an elevator pitch
If you want to reach people with your business, you’re going to need to make personal-level connections. That means you’ve got to talk about you and your business.
But what will you say?
By writing an elevator pitch (a short version and a long version), you will always be prepared to introduce yourself and your business in a manner that’s relevant to the situation you find yourself in…whether that’s in an elevator or elsewhere.
Join online and offline communities
Where will that elevator pitch take you? Ideally, toward building long-lasting relationships in the community in which you plan to work.
If that community is a global one, and you have an online business, internet networking will be a staple of your connectivity. Facebook groups have ballooned in popularity; so much that businesses are starting their own Facebook groups, as safe spaces to talk about the business, or its industry. Not only does this strengthen brand ties, it gives the entire team invaluable insights into the mindset of their target market, for more effective marketing strategies and trend prediction.
This doesn’t mean that face-to-face interaction is no longer significant. On the contrary, it’s crucial as a complement to online networking. It sets you apart from the rest. It gets us back to person-to-person interaction, creates lasting memories and forges bonds.
Aim to attend at least one live networking event per month—one that holds lots of valuable connection opportunities for you, as well as opportunities to add value for others. Become active in online communities, too. Create your own. Join others. Just remember to keep the conversation relevant to your vision and always offer value without selling.
Conduct effective marketing
As you work to make your services known, your marketing strategy will be determined by your target market. How does your ideal customer absorb information? Where do they go for answers and support? How do they prefer to interact?
The answers to these questions, and more, will determine how your business can best spend its marketing time and budget.
Your marketing strategy might include things like Facebook events, telemarketing, public speaking and keynotes, low-cost or free events and parties, public relations, targeted publicity, print advertising, tradeshows, branded item giveaways, letterbox drops, online giveaways, coupons, and cross-promotion collaborations with non-competitive businesses.
Are you ready to make your services known?
You can have the most revolutionary product or service, but if no one knows about it, it’s as good as nonexistent.
If you’ve ever wondered why lesser products and services seem to get more attention than “the good stuff,” here’s why: The best marketer—the one who’s most significantly in-touch with her audience—always wins.
So, create a service that solves a problem and changes lives…but don’t stop there.
Make it your mission to get it into the hands of every person who needs it. Then, compel them to tell others about it.