NEWS
How to make sure your Australian small business marketing message cuts through
At some point in our life, we’ve all driven past a shop or a can or a truck with some signage on the side and it says that they do absolutely everything for everyone and it’s like an essay on the side of a van. In the overcommunicated society that we live in, consumers can only take in so much information. So what chance is an everyday consumer who’s driving, who’s already trying to focus on the road ahead of them have to take in a whole essay on the side of a van or a truck? Keep your expertise and your offering really simple. You have a really small amount of time to capture people’s attention and people can only take in so much information. Now, this leads to the point of expertise, if you really are an expert and a leader in what you do, then you don’t need an essay on the side of your van. The messaging should be really simple and straight to the point and clear for people to understand exactly what you do, who you do it for and how you help them. So, don’t try to do everything for everybody. Have an expertise, focus on something, focus on an offering, focus on an audience, focus on a region… be really obvious around that and keep it simple for the average consumer.
Take a look at this buying journey we’ve created
Let’s be honest, the main reason people are in business on their own is for freedom. Both personal freedom and financial freedom and what is that? It’s about making money and people want to make money but they generally want it overnight. Let me take you through the process that businesses go through to make money and the journey your customers go through to decide on who they want to buy from, so that you can make money. Let’s take a look, so for you to drive revenue people need to first buy from you, pretty simple. Now why are they buying from you? Because they have a need or a want for what you’re selling to them. Now, before they’re going to buy from you, they’ve made a decision in the head of “yes” and before that they’ve thought about “who’s actually going to fulfill this need”. This is where the marketing comes in. Now for them to make a decision about who’s going to fulfill the need, they need to know about you. How are they going to know about you, well there’s a few ways they can from you about word of mouth, so someone’s told them about you, they’ve seen you or they’ve come across you or found you. If you’ve watched any of our other videos, you would know how important positioning is, it’s positioning your business and your brand in the minds of your customers that is different to the competition, based on what you do, who you do it for and where you do it so yes if you want to make profit and if you want people to buy from you, but remember the journey that they have to go through to make sure that you bring those dollars in.
The team here at Little Marketing have been working with small business owners for over 16 years and helping them in this approach. If you're looking for a consultative approach to your small business marketing, then speak with our team today.
