Why Your Advertising Isn’t Working
As a business owner myself, I am often (almost daily) informed about some new way to advertise my business or some new online tool that is going to revolutionize my business. These tools could be super useful, and the advertising method may attract attention and maybe even clients.
However, the reality is often that the new advertising method or tool doesn’t result in new clients, and business owners like us are left feeling like we threw our money away.
Here are a few questions every business owner should be asking themselves when it comes to their advertising and marketing opportunities:
- If I’m attracting attention, what do I have in place to make sure it’s the right kind of attention?
- Do I have tools working for me that ensure I achieve the maximum benefit of the attention I get?
- The buying cycle is about the client’s decision-making process, so how am I helping the clients inform their process and move them closer towards trusting my business?
- If I’m getting attention, and maybe even phone calls and opportunities to create clients from the attention, am I properly positioned to do so? Can I handle the work?
This is where the advertisers and marketers calling you with a new way to market run into trouble. They tell you about all the reach you are going to get because you bought into the advertising opportunity. What they don’t do is help you make sure you are set up to create and receive clients from your advertising and marketing efforts.
Back to Basics Before Strategy
This is where your marketing strategy comes in. Before choosing a strategy, a business must consider some basic business and marketing plan essentials. Think about these elements of your business:
- Who or what is my business?
- What do we do? Why are we better than the competition?
- Who are my clients?
- What problem do we solve for clients?
- Where do my clients come from? How do I find them?
- Who is my favourite client? Where did I find them?
- Who are my competitors? Who do my favourite clients think are my competitors?
- If I receive more phone calls or sell more products, can I handle that? Do I have a growth strategy?
- What’s the true lifetime value of a client?
- Does my pricing structure support the cost of growth?
It’s only after we back up a little and ensure that these essentials have been considered that we can write a marketing plan that includes a social media and digital marketing strategy for your business.
The Magic Potion of Digital Marketing
Anyone can post an ad on Google or Facebook; the tools are relatively easy to use. You can push out the message easily, just like running a radio ad. Yes, people will hear about you for sure. They may even mention the ad when they become a client. But what they don’t share is the journey they took to decide to become your client.
Your digital strategy itself must include a plan for nurturing your perfect client along through the buying cycle of your business, whether the buying cycle is a 15 minute, an 8 week, or even a 1-year cycle. This part of the strategy is the magic potion of a digital marketing strategy and very few of your marketing calls will ever help you with this.
At Stone City Digital Inc., this magic potion is our differentiator. Our on-boarding process takes our clients back to the essentials, and we build in a prospect nurturing sequence for our clients before we implement any digital marketing at all. This magic potion recipe is different for every business, and we are committed to discovering yours.
The Client/Customer Journey
Stage 1: Initial contact
The potential client/customer heard the radio ad, saw a bus bench billboard soon after the radio ad, and then looked up your business on Google. Maybe they even went to your website to check out pricing. Perhaps they noticed your Google reviews. Two were 5–star reviews but there was a 2-star review there too. Finally, they checked out your competitors and decided to hold off a bit.
Stage 2: Reminder but no follow through
A few weeks later an ad popped up on Facebook while they were watching a funny video. They took no action. A few days later, while on YouTube, a quick 6 second commercial popped up in their music video. Still no action.
Stage 3: The need arises
The need for your product or service truly arises, and the potential client/customer realizes they shouldn’t delay the purchase anymore, so they return to your website. There they find a welcome back message with a coupon. They visit your competitor’s website too. No coupon. They decide to complete the purchase with you, not because the competition’s product isn’t better than yours, but because they know your company better, they’ve seen more of you, and now your product or service is on sale.
Reaching Your Perfect Client
What a great digital marketer brings to the table is being able to help you reach your perfect clients during their journey and bring them to a place where they trust you enough to choose you when they are ready to buy.
There’s no silver bullet to any marketing. Yes, we use tactics and some commonly used tools that anyone else can use. However, Stone City Digital Inc. critically addresses the essential questions listed above by ensuring that you have a marketing and digital marketing strategy that includes a plan for nurturing your perfect client through the entire buying cycle of your business.
The next time you consider an advertising opportunity, ask yourself, “Is this tactic going to bring me my perfect client and get them into my buying cycle so I can nurture my relationship with them? “
If your answer is “no” or even “I don’t know,” call us. We can help.