Last week I reviewed, Take your shot by Robin Waite (you can read the review here). This week I am reviewing another book by him titled, Business Marketing Secrets. This is a small book with under 80 pages but nonetheless, has some information we can learn from in the area of marketing. The book focuses on seven biggest marketing secrets which I have briefly reviewed below.
SECRET #1 – THINKING THAT MARKETING IS THE FOLLOWING
Your website, YouTube videos, Instagram, blogging, networking, Twitter and the like are not marketing. They are simply tools you use for marketing.
Marketing is the process of nurturing prospects once you’ve attracted someone’s attention using the tools.
SECRET #2 – NOT RESEARCHING YOUR TARGET MARKET
For effective marketers, it is 80% research and 20% writing the content. Here’s marketing 101:
- Identify your target market.
- Ask the question, “where do they hang out?”
- Go to them. Make it easy for them to find you.
- Show up REGULARLY and OFTEN with the same CONSISTENT message.
Robing discusses each of these points in more detail in this chapter and the next.
SECRET #3 – NOT BEING CONSISTENT
Do the 2 or 3 marketing things that work for your business and do them consistently. Don’t just copy what everyone else is doing such as placing Facebook ads. Make sure you’re only doing it if it works for your business. That way you manage your expectations and market consistently.
As a business owner, you must show up regularly and often enough (caveat: without being annoying) and with the same consistent message. Making sure that when your prospects are in the right mindset to buy your products that you are the one who appears front and centre at the forefront of their mind.
SECRET #4 – MEASURING THE WRONG KPI
Engagement is what marketing is about so measurement should focus on how many conversations you’re having, and prospects you’re nurtuing. Measure leads and not just sales because they give you an indicator of what your sales are likely to be and also give you an opportunity to make amendements as necessary.
SECRET #5 – NOT BEING BRAVE WITH YOUR CONTENT
Write interesting content that differentiates you from what is out there. When you write don’t go straight into telling people about the features of what you offer. Rather, tell people with clarity and confidence what you can do for them before you start selling features. To write engaging content you can use the copywriting frameowrk called AIDA which stands for:
- Attention – Get people’s attention with something intersting.
- Interest – Then do something to get them interested in your content.
- Desire – Build up a desire in them to see your product as necessary and something not to miss.
- Action – Tell your reader what to do next. It might be buying a product, downloading something free or subscribing to your email list.
SECRET #6 – NO NURTURE SEQUENCE OR SYSTEMS
Have systems in place that aid you to market consistently and timely. Your system should make clear what you need to do on a weekly basis to be consistent so you don’t forget. Robin gives us some insight into the tools he uses to build his system which include ToDoist, TypeForm, Zapier and Insightly. This is a chapter worth reading to learn from Robin how to build a system that drives consistency in your marketing approach.
SECRET #7 – YOU DON’T SPEND ANY MONEY ON MARKETING
According to Robin:
Not spending on marketing is a hige mistake! You should be spending 15-20% of your TURNOVER on marketing activities.
He also writes that:
Once you’ve found the two or three things that work for your business from a marketing perspective, then turn up the volume on your budget for marketing on those two or three activities that get you the clients regularly and often.
The lesson here is, invest in marketing. Do your research to find out what works for you and do it.
This is a very short book but it’s clear about what we can all do to improve our marketing attempts no matter the size of our side hustle. It’s under 80-pages so you might as well read it and learn two or three things that can make a different to what you do.