small business marketing<\/a> in a whole new way.<\/p>\nThere is a distinct difference between the words that we say and the objects around us.<\/p>\n
Conversations use words \u2013 and words are not objects, words are invisible and as soon as you say them, they disappear. \u00a0Objects take up physical space.<\/p>\n
Do this experiment \u2014 pick up an object \u2013 any object; pen, cup, phone \u2014 any object will do. \u00a0Place it down on the table, then walk away. \u00a0Then come back. \u00a0Assuming that no one has moved it, it will still be there. \u00a0It\u2019s an object \u2013 it doesn\u2019t just walk away or disappear on its own.<\/p>\n
Now \u2013 hold your hand in front of your face and say \u201cHey all you customers, click on this link, walk through my door and buy something!\u201d<\/p>\n
Did you SEE anything come out of your mouth? \u00a0Did people suddenly come walking through your door? \u00a0NO \u2013 because words are invisible. \u00a0They are not objects.<\/p>\n
So here is the problem \u2014 we THINK that when we say something or have a conversation that it\u2019s just going to be there \u2014 like that cup. \u00a0And guess what? \u00a0It isn\u2019t. \u00a0We forget. \u00a0We forget most conversations in the instant that they come out of our mouths.
\nThis is why your marketing communication strategy has to be structured in a way that keeps your message \u2013 your conversation \u2013 alive in the minds of your customers, your employees and everyone with whom your company interacts. \u00a0And this is the reason companies with strong simple mission statements are so successful, they have created an easy conversation to understand and to build a sales and marketing system around.<\/p>\n
How to Target Buyers With Your Small Business Marketing Message<\/p>\n
1. Keep it simple. \u00a0There is a reason that FedEx, Dominos and Twitter are all successful. \u00a0Their promise is easy to understand. \u00a0Get it there overnight, pizza in 30 minutes, messages in 140 characters. \u00a0There, I\u2019ve communicated three HUGE brand messages in 12 words. \u00a0Can you do that? \u00a0If not, get started working on it. \u00a0Brainstorm with your team, draw pictures, do collages, make sticky notes, interview customers. \u00a0Aside from knowing who your ideal customer is \u2013 this is the next most important step.<\/p>\n
2. Attach the message to an object. \u00a0We relate to the world in terms of three-dimensional objects. \u00a0That means that telling people simply isn\u2019t enough. \u00a0You have to convert that message into something written . \u00a0Email is a step above just speaking and telling. \u00a0Interacting with your customers in a blog conversation or via social media is better \u2013 it keeps the conversation alive. \u00a0Supplementing your message with a three-dimensional object via direct mail is even better. \u00a0Creating a customer experience around your product or service is the best. \u00a0Take every opportunity to attach your message to an object and you will see an improvement in your conversions.<\/p>\n
3. Keep saying it. \u00a0Stay in the conversation. \u00a0This is why your message needs to be simple, because the simpler the message, the easier it\u2019s going to be to twist it and turn it into all kinds of fun and engaging content. \u00a0Your email marketing campaign tool is an ideal support mechanism for your message. \u00a0Also consider using direct marketing with certain segments.<\/p>\n
4. Use different tools to have the same conversation. \u00a0Don\u2019t stop with email marketing, blogging and social media. \u00a0Transition customers from the virtual realm into the three-dimensional realm. \u00a0Use surveys as an opportunity to have conversations with your customers, consider three-dimensional direct marketing as a way to reach out to specific and profitable targets.<\/p>\n
So the next time your customers aren\u2019t responding to your marketing messages, don\u2019t get mad. \u00a0Instead, remember that they\u2019ve simply forgotten or what you\u2019re selling isn\u2019t important to them at the time. \u00a0Take the time to learn what\u2019s important to your customer when they are buying what you\u2019re selling and then follow these steps to keep them engaged and your marketing message alive.<\/p>\n
![\"\"](\"https:\/\/www.marketingforsuccess.com\/blog\/wp-content\/uploads\/2011\/08\/SmallBusinessMarketing101.jpg\" "\\"SmallBusinessMarketing10\\"")
we know all too well that\u00a0messages have to be repeated if we want our prospects and customers to know who we are.<\/p>\n