Poor Marketing Fundamentals Hurts Online Marketing
Part 1 of this post provides a tangible example of a small business which I feel (and this is strictly my opinion) is either promoting their marketing message to the wrong target audience, or is promoting an incomplete message to that audience.
This post (part 2) provides an outline of what those marketing fundamentals are.
Basic Marketing Fundamentals
Why Are You in Business?
What big problem do you solve? And how do you solve it?
Starting with Why makes it easy to figure out the what, who, and how. The problem is answer the Why can take time a little time and a bit of reflection.
While it’s true we need money to pay our bills, it’s also true we could do that by getting a job.
What Do You Sell?
And take a high level perspective on this.
While it true you sell some tangible product or service, what matters here is who uses it and why.
Let us pretend for the purposes of having an example that you sell insurance. While it’s true that you do in fact sell insurance, when you chunk up what you really sell is comfort from fear of loss and peace of mind.
Who Do You Sell To?
Nobody sells to “everybody”. It’s equally true that nobody sells to “Any Realtor” or “Any Small Business Owner” or “Any anything”.
Successful businesses tend to be more focused.
The best way I know of to answer this question is to thing about who gets the most value out of your product or service, and of those people, what subset of them have enough money to pay you.
How Do They Decide?
In my experience, small business owners most often neglect the Why and this How. But this question is really critical for online marketing and sales. Maybe more important than for face to face sales.
This is best illustrated with an few examples.
- When we buy cars, the process is fairly involved. We get initial information, we do research, we narrow down our choices, and finally we decide on a make and model and dealership.
- When we buy gym memberships, we often by based on a combination of reputation and who we know who already belongs.
- When we buy groceries we tend to weight the following: 1) the quality of the goods, 2) the feel of the store, and 3) the convenience.
The examples illustrate that the decision process we go through varies depending upon what we’re buying.
You will implement your sales funnel within your website by well placed Calls to Action which walk people through their decision process. To do so you’ve got to know their decision process. While it’s true that not all of us use the exact same decision process, enough of us do it the same way for this to REALLY matter.