A client emailed me today: I am very grateful and delighted with all you are doing, I am very excited about my business again! I am very excited about my business again! That’s a very good sign.
Running a business is hard, its lonely and sometimes not rewarding. My client just wants to do what she does best – in this case; make films and wedding videos. But she has to market her services and that’s not easy or cheap. You can spend a lot of money advertising and wait but that can burn a lot of cash and not always get you going. The Internet, of course, is by far the most efficient way to attract customers. This lady has a website, a nice one too. But it is not bringing in leads.
We are in the process of turning it around. The process used focusses clearly on the product offered and the client required. We simply pull them together. Here is an outline of one of our processes.
Questions to be answered:
1 – Who are your customers.
2 – What are they searching on the Internet to find you.
3 – Can your website be found based on the search phrases.
4 – How many people are looking for your service in your coverage area.
5 – What percentage of the market can you cope with now.
Actions to be taken:
1 – Focus on what your customers are like, where do they go, how old are they and what sex are they.
2 – Optimise the website based on the typical search phrases.
3 – Ensure your website is on page one based on your searches. SEO, AdWords, PR and social media. Make sure your website navigates nicely and its easy to contact you.
4 – Research search volume to confirm you are not marketing to a low market.
5 – Set targets to achieve your market share.
Simple math: Market share required = A. Market share achieved = B. Marketing goals achieved = C. Solution is to achieve A calculate the difference between A and B and increase C accordingly.