Don’t Let Your Business Come Tumbling Down!
If you only have one or two marketing pillars supporting your business, you’re playing a risky game. It’s all lovely when this one pillar works a treat, don’t get me wrong. You’re saving some time and money and the enquiries are coming in. Lovely. But if this one pillar gets damaged or even knocked over, you’re suddenly in trouble, and running around like a headless chicken.
I’ve seen this happens LOADS over the years. Recently, with Facebook Ads. We love Facebook Ads here at Codebreak. And I mean LOVE. There isn’t a single client who we don’t employ Facebook Ads for. We spend a big chunk of cash on Facebook Ads for ourselves too.
But would I put ALL of Codebreak’s marketing budget behind Facebook Ads? Not on your nelly.
What if you launch a new Facebook Ad and unknowingly break their Ts & Cs? Facebook can shut your entire ad account down. Without any warning. So if that’s your one and only marketing pillar… suddenly you’re up the creek without a canoe, let alone a paddle.
Ah, word of mouth….
In the old days, some businesses used to take out a big ad in The Yellow Pages then sit back and think, “Ah, that’s my marketing done for a year.” Now, I appreciate entrepreneurs and business owners are, by their very nature, risk-takers but it takes some mighty cojones to put all your marketing eggs in one basket.
Like businesses that rely purely on word of mouth as their business growth strategy. This is perhaps the biggest trap. Times have changed. I’d never advise anyone in this ultra competitive market to put their livelihood into other people’s hands. Whether that’s Mark Zuckerberg’s or their customers’.
So, firstly, you’ve got to be proactive. YOU decide what you’re going to do. Don’t leave it to people’s kindness and the tooth fairy. Then focus on one or two marketing pillars, sure, but explore other areas too.
There are so many pillars to choose from…
The fact is, today your customer avatar is consuming more media channels than ever. There’s no one go-to source for business information anymore. We all know what happened to The Yellow Pages.
You have your website, social media, Facebook Ads, blogging, video, podcasts, networking, sponsorship, press ads, PR, leaflets… the list goes on. You can’t do them all, of course. Which brings us back to knowing your customer avatar. Where are they spending their time?
Remember – if you try to appeal to everyone, you’ll appeal to no one.
We would recommend Facebook Ads though! Again, they shouldn’t get 100% of your attention but there’s no getting away from the fact that they are the most cost effective targeted advertising platform available. Their ads don’t just appear on Facebook either; they appear on all the external websites that Facebook partners with.
In fact, if a marketing agency you’re approaching isn’t shelling out for Facebook Ads for themselves, your alarm bells should be ringing like nobody’s business.
Then there are LinkedIn Ads, YouTube Ads, Google Ads…. Some business owners do start sweating when talk of advertising arises as it involves money… and sometimes that money gets wasted. Which is why you test and measure. Even press ads can be measured via landing pages and call tracking numbers.
But marketing isn’t always about money of course. There’s a tonne of free stuff you can be doing, like the aforementioned videos and podcasts. Do you keep your Google My Business listing fresh and encourage customers to leave you Google Reviews? That is a fantastic free tool that most business owners I speak to aren’t taking advantage of.
In summary, don’t rest all that you’ve worked hard for on one marketing pillar. Even two. You want an absolute minimum of FIVE. No matter the size of your cojones…
As ever, if you want to know more, book a 20-minute consultation with Joel or I, we’d love to help you get your pillars in a row.
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