An established international entrepreneur & expert marketer who has successfully built multimillion-dollar businesses. CEO of Mawer Capital.
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Are you ready for your marketing to evolve from mediocre to celebrity standard? After being in this industry for some time, I've realized that marketing doesn't need to be complicated.
There are a few key things I always keep in mind that most business owners either fail to understand or don't implement into their businesses. These five pieces of advice can be executed by any entrepreneur, whether your company is brand-new or has been operating for years.
Value comes first, even before profit.
You must give to receive. It's the way profitable businesses work. Don't give the impression that you're trying to make a quick buck. Trust me, people can smell it a mile off. Consumers are smart, and smart marketing is strategic. If someone's daily inbox is constantly flooded with email messages like "buy this product" or "buy that," they won't hit buy, they'll hit unsubscribe.
And if you're selling a new product or service, be sure to make it worth their while (more on this below).
Say 'yes' to short video content and long-form written content.
Short-form video content is important. According to Meta, the length of a mobile video ad should be 15 seconds or less so people will be more likely to watch until the end. Be sure to get your point across within that small window of time or you'll risk losing the audience. You can accomplish this by writing a video script to ensure you're hitting those key points. Most importantly, plan your content with your goal in mind before hitting "record." Ask yourself beforehand: Is the content specific, impactful and conveying the right message?
Long-form written content is also money. It's not enough to say, "Buy this because it's great." There's too much competition out there and customers want to feel a genuine connection to the brands they invest in. Do this through storytelling and building an emotional connection. For example, you can share insights from your own business. Does your business have a hero story? An experience that challenged you, but despite the odds you figured out a way to come out on top? Share that story with your audience.
Tap into social media for free market analysis.
Get your audience involved with your business. Run polls online to discover their interests. Ask for feedback and ideas. It doesn't matter if your audience is five people or 5 million. They are invested; they are your current and future buyers.
Find out what they like about your product or service. Are they excited? Or is there room for improvement? Use this free and valuable feedback to your advantage.
Create an irresistible offer.
Create an offer so irresistible that your audience is grabbing their credit card to buy. This is crucial when first generating income. An example of this could be: "I'll help you scale your business to 3x the revenue in 30 days or your money back. Plus, when you sign up today you'll also get a 30-minute strategy session ($525 value) with me for FREE!"
Give them an irresistible offer to start and then build on that offer. They will appreciate the value and keep coming back for more. It's what separates small success from big success.
Attempt to appeal to everyone and you'll appeal to no one.
What do you stand for? Your customers want to know.
For example, Starbucks's mission is "to inspire and nurture the human spirit—one person, one cup, and one neighborhood at a time." And Coca-Cola's vision is to "craft the brands and choice of drinks that people love, to refresh them in body & spirit." But the way they market themselves is focused on the brand rather than the product. That's why you can easily recognize their brand anywhere.
You must find a way to stand out and bring your own uniqueness to the market. I didn't get here by being someone else. I have my own look, style and personality. Most importantly, my customers can easily recognize my brand anywhere. It's not enough to show up online to only be seen. Businesses need to stand out in a unique way—even when it turns some away. As marketers, we can't be afraid to market our authentic selves.
Keep in mind that people are smart. They will see right through spammy and unauthentic content. This doesn't mean you should hide behind the scenes either—customers want to put a face to the name.
It's up to you whether or not you have the grit to do what's necessary to get your business to that next level. But if you're serious about getting there, this advice will help build you a loyal following.
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