I like to think of business as the art of getting noticed. Sure, there might be better offers out there than yours but if you get the attention–you get the business. What’s that mean? Well, let’s talk about marketing. I know I hear it too, it sounds like some buzzword that gets thrown around a lot in business circles, right? Makes the person using it sound important. But hear me out—marketing is not just a task on your to-do list (okay, it’s on there too); it’s the lifeblood of your business. Seriously! It lives and breathes because of your marketing efforts. If you want to succeed, you’ve got to be active and focused about getting your brand out there. Otherwise, what are you really doing? Just running in circles?
My aunt was an Avon rep. when I was growing up. No knee jerk reactions, they actually have some really great products. She gave me a deo for my boyfriend when I was in highschool since nothing quite covered it for him (the it was the smell of perspiration) Avon came to his rescue and made him a convert. Her business thrived, but only because she was willing to do the marketing that went with it, she got the word out while some of the other women in town came and went as reps. because they lacked that finesse.
So, what does it mean to actively market your business? Well, first off, it’s about understanding who you are (you fulfill a unique position in the market) and what you stand for (which reflects on your offer). Think of it as crafting a narrative, marketing is a little like storytelling. You want people to connect with your brand on a personal level—not just see it as another name in their crowded inboxes or social feeds. Think Drunk Elephant. It’s about telling your story and making sure people know where you want to go. But here’s the kicker: they won’t know if you don’t tell them! Be open. Let them get to know you. The creator of Drunk Elephant did this wonderfully on the company’s About page.
She does it with “Our Story.” Not the our, Tiffany Masterson is synonymous with the brand.
Okay, the art of getting noticed. Let’s break this down into bite-sized pieces:
Know Your Audience
Understanding your audience (you do right?) is like having the secret sauce for successful marketing, it makes everything better. So, who are they? Do you know? What interests them? Hopefully you business if you are marketing to them. Okay, right … these questions might seem super basic, but they’re crucial ones you need to answer. Think about the things like demographics—age, gender, location—but also consider their psychographics (yeah, it’s a word): their values, motivations, and lifestyle choices. Do these things overlap? What keeps them up at night (hopefully not your product)? What makes them laugh (hopefully not your product)? And don’t forget to explore where they hang out online or offline (if it sounds like you’re stalking them it is because you are). Marketing is about knowing who to market to and how. So … are they scrolling through Instagram, engaging in Facebook groups, or perhaps attending local meetups? Before we continue, I should note, this isn’t just a checkbox exercise; it’s vital because marketing isn’t one-size-fits-all solution. That is why blanket advertising rarely reaps the most rewards. Tailoring your approach based on this understanding will set you apart from the noise. Drunk Elephant marketed to health conscious cosmetic consumers in a time when that was the rage, that time was 2013. Six years late she sold her company for $835 million. Know. Your. Audience.
Get Out There
Now that you know your audience, it’s time to make your presence felt! Whether it’s crafting lively social media posts that spark conversations, sending out informative email newsletters that land right in their inboxes, or even hitting the pavement at networking events—putting yourself in environments where potential customers can notice you is key. Don’t be shy! Share snippets of your journey and show up authentically. The more visible you are in spaces where your audience congregates—be it virtual or physical—the higher the likelihood that they’ll start recognizing and remembering you.
Focus on Value
Here’s a little game-changer (that changes the way you play the game): instead of bombarding your audience (don’t YOU hate that?) with constant promotions (yawn), focus on creating content that genuinely adds value to their lives. This works wonders. So, for instance, consider sharing insightful tips or helpful resources with them, ones that directly address their needs and pain points (marketing talk for the problem you solve). Maybe write a blog post (oh, look—I’m writing a blog post) it can be about common challenges in your industry and provide actionable solutions (I should point out that you need to know your industry). This strategy builds trust (unless you don’t know what you are writing about) and positions you as an expert (a good position) rather than just another salesperson trying to push products down their throats. The latter is sort of like hitting them over the head with a stick. When people see you’re invested in helping them rather than merely selling to them (read: after their money), engagement naturally follows.
Be Consistent
Alright, you know me. My style. And my standpoint by now. I have shared it amply with you. People can say a lot about me, but one thing I am not is inconsistent. Consistency breeds familiarity (you know me)—and let’s face it, familiarity often leads to loyalty (though I don’t think that extends to me). It’s important to regularly pop up on your audience’s radar (no a UFO coming out of nowhere) with engaging content and updates about what you’re doing (and yes, don’t hesitate to share those inevitable stumbles too! They make you human.). Creating a rhythm is important because it helps establish a connection over time; it becomes part of their routine to check back for what you’ll share next. Regularly showing up not only solidifies your presence but also subtly reminds them of who you are (if they like you this is a major plus) and what value you’re providing.
Feedback Loop Feedback Loop Feedback Loop Feedback Loop…
I wanted to look at this one LAST, not because it’s the least important—no—don’t shy away from soliciting feedback! True, it can be scary. Encourage open conversations with potential customers about what they think of your offerings or ideas for improvement. It won’t all be actionable. But some might. And then … This input is gold; it shows that you value their opinions while also providing insights into how you can better serve them moving forward. A simple survey or an informal chat can work wonders here! Not only does this build community around your brand (read: brand loyalty), but it also allows for continuous improvement based on real user experience (because let’s face it, no product is perfect).
Now here’s the thing—it’s not just about shouting “Look at me!” into the void (remember what I said about blanket advertising?); it’s much deeper than that. Marketing involves building relationships over time—a patient game of connection-making where every touchpoint counts. Making you a success.
But wait…what happens when you’re not actively marketing? Downtime? Like I’ve said it is a full time job. Just imagine: You’re grinding away at creating amazing <STUFF> but barely anyone knows who you are (and worse you don’t know anybody either). It’s like shouting into an empty room—frustrating (to say the least)! That constant push toward visibility means putting yourself out there consistently until people start recognizing your name/brand (like some catchy tune stuck in their heads, after a while they’ll remember, in the case of the song they might not like it, but they’ll remember).
So why should we care so much about marketing our businesses? Because it is your business. Duh!
Well, success comes when people know who you are (what you sell) and what value you offer them. That awareness is important because it translates into trust (hopefully)—and let’s be real here—trust is essential for closing sales! Plus, being proactive with marketing opens doors to opportunities—collaborations or partnerships—that could take your business further than you’d ever dreamed. Well, not for me, I dream pretty big.
As daunting as all of this may sound (believe me, I’ve been there, am there), remember that even [small steps matter]()! Maybe start by posting once a week on social media or sending out a monthly newsletter sharing insights from behind the scenes at your company—whatever feels comfortable yet impactful for you! Be consistent!
And hey! I’m here rooting for you because I’ve seen firsthand how powerful effective marketing can be when done right. So go ahead—get out there make some noise! Let everyone know exactly where you’re headed and how scary exciting the journey will be along the way!
In essence, successful marketing boils down to being visible while staying genuine (that should be easy for most of us); showing potential customers not only where they can find great products/services but also why choosing YOU will make a difference in their lives.
Now take those ideas—and run with them … Or bike if that’s more your style! I love my bikey.