Justin Cooper Added over 4 years ago
Some form of marketing strategy is essential to grow your business. It doesn't have to be a 50 page document - in fact it shouldn't be more than a few pages long - as you are far more likely to act on it if it is.
Here are our Seven Golden Rules for creating a stronger brand and to attract more customers to your business:
1. Talk about WHY you do what you do. This will highlight your uniqueness. Businesses often struggle to find something different to say about their services. They talk about WHAT they do. You offer professional and expert accounting services? So does every accountant. What makes your services unique compared to your competitors? Rather than what you offer, think about how you offer it, and how this benefits your customers. You might have a special way of presenting their accounts or a proprietary system of assessing their accounting needs. And this 'way of doing things differently' is invariably down to the beliefs and personality of the head of the business - which makes for a far more interesting story. Focus on this and you’ll have created a unique selling proposition (USP).
2. Be consistent Once you’ve worked out your USP, apply it to EVERYTHING. Don’t be tempted to leave old messages out there. New prospects can come to you from all kinds of ways – business card, website, phone call, newsletter, blog, print or online ads and so on. If you’re not consistent you run the risk of confusing your audience with mixed messages.
3. Keep it simple. Don’t over-complicate your message. You may understand the intricate workings of your service, but is this entirely relevant, useful or interesting to your customer? Potential customers are more inclined to read your web page or blog if it’s direct and straightforward. Wordy explanations and flowery writing will lose their attention before you can get your point across. What do you want them to know? Give it to them creatively, yet concisely.
4. Branding. When branding your business, how can you create a look that is uniquely yours? What colours best express your personality and what your business offers people? Look at your competitors’ websites – do they tend to use the same colours as each other? For accountants this is often blue. Choose a colour or two that’s different from the others and which will form the basis of your web design or logo. This will help ensure stand out from the competition.
5. Keep it real. Build your brand from a position of truth not hype. Customers can spot hype a mile off – much better to offer them real content, real benefits, real value. Demonstrate your ability to do this through customer testimonials. Don’t offer the moon, if you can't operate a space ship.
6. SEO. When describing your business use relevant words that will help priospective customers find you. These are called 'keywords' and Google will reward you for being relevant by posting you higher in the search window. The right keywords generate more hits on your blog or website and will bring in prospective customers who need what you're offering.
7. Blogging. Create a Wordpress website and write tips and advice that people will find helpful. This can be linked to your business home page blog. Write your blogs with a mindset that you are here to help people, not to sell to them. This will bring in more hits and raise you up the search ladder, so people can find you more easily.
With your marketing strategy in place, you’ll be able to grow your business faster. Being real, and consistently presenting your business in a simple yet creative and memorable way - will help you to stand out from your competitors, and keep customers knocking at your virtual doors.
(Image courtesy of anankkml/ FreeDigitalPhotos.net)
Posted by Justin Cooper at 12:35 pm 0 Comments
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