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News stations are finally embracing the word that COVID numbers are going down and vaccine administrations are going up. That’s allowing people to see the light at the end of the pandemic tunnel. If you have weathered the storm so far, you know your business is not completely in the clear. There are always unexpected challenges like freak snowstorms and mass electrical outages that are keeping us all on our business toes, regardless of where you sell or operate from. Nothing will tell you faster how interconnected we are than understanding how weather in one part of the country can stimy business operations in another. But as we begin to see COVID numbers drop and (eventually) restrictions loosen, there are several common marketing mistakes you’ll want to avoid.  Just Getting the Work Done by Putting Out Fires
“The world hates a vacuum.” Have you ever heard that phrase? Said another way…wherever there is emptiness, it will become full. The same is true of your business day and marketing. You can be busy putting out fires, doing the busy work, or you can grab command of your day and insist on purpose. If you come up with and commit to accomplishing 2-3 things for your marketing each day, you’ll get more done each week and start to really see a difference in your business. Many people will argue that they come up with goals but are then derailed by more important things that need their attention. If you find this to be true, you’re either not prioritizing well or you’re letting the demands of others derail your business goals. Always ask yourself with each activity you take on during the day, “Is this moving me closer to where I want to be in my business or is it setting me adrift from my goals?” Once you begin framing everything that way, you will find it easier to stay on task. That is not to say, your marketing goals never need to be adjusted. If there’s one thing COVID has taught us, it’s agility. We need to be able to bend and redirect. But always do so with the business in mind. If you’re going to rebalance your goals, do so with the destination in mind, not as a reaction to a “squeaky wheel.” Being All Things to All People “Everyone” is not an ideal customer. Even if you think “everyone” loves your product and service. Case in point, let’s say you’re in the business of making really wonderful coffee, and you charge $6 a cup for it. First, everyone doesn’t love coffee. Secondly, not everyone sees the value in a $6 cup when there are options at lower price points. Yes, some people understand that you roast your own beans and that makes a difference in the flavor and some people will love you have six different types of organic creamers. Those people are your ideal customer, not people who buy $.59 cups of coffee at the gas station. But if you think all coffee drinkers are the same, you could spend a lot of money trying to reach the economy buyers who will never spend anything with you. Instead, focus on reaching people who will appreciate your home-roasted beans and fancy creamers. They’re more likely to convert when you get your messaging in front of them. Ignoring Analytics We get it. Numbers are scary. But you’ll never know how you’re doing if you don’t look. Check out your Google Analytics but don’t get fixated on today’s (or even yesterday’s) data. This resource is most effective when you use it to track changes and notice what moves the meter over time. You can use data to tell you what content topics resonate with your audience, what referral sources are your most lucrative, and whether you’re spending your ad money wisely. Let’s face it, no one has money they just want to throw away, especially now. So, take a look at those numbers and the trends. They’ll become a good road map for you going forward. Christina R. Metcalf (formerly Green) is a marketer who enjoys using the power of story and refuses to believe meaningful copy can be written by bots. She helps chamber and small business professionals find the right words when they don’t have the time or interest to do so. Christina hates exclamation points and loves road trips. Say hi on Twitter or reach out on Facebook.
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There can be a desperation that you feel on social media. Many businesses are creating content that demands “look at me.” But while some may believe that “shouting” into social media is the way to get attention, it rarely is. Usually, all that accomplishes is someone ignoring you the way a stranger might sidestep a toddler having a tantrum in a grocery store. Yes, tantrums get attention but not the kind you want in order to get customers to buy from you. Instead, you want a more subtle approach. Here are several ways you can get attention for you and your business that have nothing to do with shouting or demanding it.  Show How You Help
Sure, telling people how you can help them is very important. But you should also incorporate some showing, not just telling. For example, Amazon created a holiday commercial that features a young girl working on her ballet routine. She works hard in every spot imaginable. She eats, lives and breathes ballet. As she prepares for the big recital, she receives notification that it’s been cancelled. She’s despondent until her family creates a homemade recital for her on their apartment’s roof. Neighbors watch the girl perform lit solely by flashlights ordered from—you guessed it—the mega retailer. She finishes the dance in a beautiful moment and the words, “The show must go on” come across the screen with a well-placed logo. This commercial only features a fleeting glimpse of the brand and never talks about it in any way. But it shows exactly how Amazon can help and they do so with story. Which brings us to… Tell a Story Everyone claims to be the best, most efficient, best priced, etc. But all those superlative claims can get lost on social media since everyone is saying the same thing. Have you ever once heard a business claim to have adequate customer service? Of course not! It’s always the best. They put the customer first. But if everyone claims to do that, how does the customer figure out who really is the best? They don’t. They ignore those claims and look at something else like reviews. But what is the one thing about you that is different? It’s your story. No one has the same story that you do. You are unique in that way. And no one has the same customer stories that you do. You can differentiate yourself from the other businesses by getting personal and telling your story of what motivates you and how you help your customers. Again, telling your story is not you writing sentences about how you got into your business. That’s only part of it. Think about that Amazon commercial. Amazon told a brilliant story about how they are there for people when others aren’t (the show must go on) but they never said those words. They implied it through story. Tell about your customers’ struggles and how you fit in to help them be their best selves. You needn’t say the words “we helped them.” But you must show how you did. Fail Big Is there some problem that plagues your business or industry? Something that everyone dismisses with a “well, it is what it is”? If so, fix it. If you do, you’ll be a hero. If you don’t, you’ll fail. But you’ll fail big because you took on something no one else has. They’ll talk about your efforts. Car dealerships did this when the first one went to “no-haggle” pricing or Carvana went to selling cars sight unseen through a virtual vending machine. JCPenney’s tried to provide a good value environment by lowering its everyday prices and doing away with sales and coupons. It tried to give consumers an inexpensive buying experience whenever they wanted it, not just during sales. It turns out, people love sales and coupons and Penney’s failed. But they failed big and they got a lot of press and people talking about them. Ultimately, it wasn’t enough, but you have to admire their gumption. If you want to stand out from the crowd, you have to play up your uniqueness. Do this through story and sharing your life with your audience. Don’t be afraid to fail. Through it, you’ll learn something about you and your audience. Christina R. Metcalf (formerly Green) is a marketer who enjoys using the power of story and refuses to believe meaningful copy can be written by bots. She helps chamber and small business professionals find the right words when they don’t have the time or interest to do so. Christina hates exclamation points and loves road trips. Say hi on Twitter or reach out on Facebook. |
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