4 Marketing Dos and Don’ts That Every New Business Owner Should Know
Prioritize these tried-and-true tactics to grow your audience and win customer attention.
PHOTO CREDIT: Getty Images
By Chris Christoff, co-founder of MonsterInsights
Entrepreneurs are generally viewed as intelligent, thoughtful, attention-oriented people -- and this is all true! However, just because someone is smart doesn’t mean that they don’t have a thirst for knowledge. In my experience, the opposite is true. These folks are intelligent because they want to learn.
As a new entrepreneur, it’s vital that you harness this thirst for knowledge to understand the nuances of marketing and how it impacts every single facet of your company. I want to give you some things to think about that I wish I knew and understood when I started my first business. It’s important to note that these insights can be applied to many different niches. The key is figuring out how you can implement them into your own marketing strategy.
Don’t neglect email marketing.
One of the common misconceptions about marketing is that email traffic and conversions are dead. I have heard reasonings that because social media has made communication so easy, people don’t really have a need for email marketing campaigns anymore.
Let’s check the numbers on that. A Radicati Group study projected that there will be an increase of over 100 million email users in 2019, compared to 2018. Consider for a moment that there are over 1.5 billion -- yes, with a “b” -- Gmail users alone. 100 million may not seem like much in that sense, but when you consider that there are still billions of active email users out there, you’re going to leave a lot of potential customers on the table if you ignore email marketing.
Do tell a story.
Many eager business owners create their brands and assume that people will flock to them because of their great products. In a way, they’re right. Customers love high-quality products that work well for them.
However, before customers start spending hundreds or even thousands of dollars on your products, they have to like the face of your company. Today’s consumers, particularly millennials and Gen Zers, care about the values your brand espouses. So, make sure to establish a voice for your company through social media platforms by identifying what is important to your brand and creating consistent messaging from there.
It’s also important that your website tells a story and that your social profiles relate to the customer. In other words, focus on humanizing your business, not being a faceless corporation.
Do look into automation.
Marketing technology has exploded in the past couple of years. Now more than ever, we have an almost unlimited set of tools just a download and/or a credit card number away. One effective tool to emerge from this technological boom is marketing automation.
Marketers and business owners no longer need to spend countless hours scrolling through potential leads and grouping them into categories before writing up a series of marketing emails to send out. Automation allows the business owner to collect data automatically. In many cases, it can interpret this data and give you all the tools you need to target your audience.
Furthermore, technological breakthroughs in automation have made it easy to establish chatbots on your social media pages to help customers with problems or answer questions. This allows for great customer experiences and frees up more time for the marketer (or you, the owner) to focus on bigger projects that need a human touch.
Don’t forget personalization.
I have met many business owners who start out thinking that their customer persona is the only type of person who will land on their page. That’s where they’re wrong. It’s important to create multiple customer personas and anticipate adjusting your marketing tactics to create a more personal experience for varied customers.
Consider the personas of the people who are already shopping with you and try to make offers and recommendations based on their on-site behavior and past purchases. Think about the last time you checked your Amazon account; you likely saw rows of recommended products all based on your past purchases. Customers love that kind of interaction. In fact, 49 percent of people in one survey admitted that they made a purchase that they didn’t intend to make because of personalized marketing.
As your business evolves, you’ll learn to embrace the little mistakes that come up along the way. Keep your eye on the prize and continue working on your marketing plan, growing your audience and showing people why your business is worth their time, effort and money.
Chris Christoff is the co-founder of MonsterInsights, the leading WordPress plugin for Google Analytics.