Changing your mindset about selling

small business negotiationAs all entrepreneurs know, selling is important! After all, how can you succeed if you’re not selling your product or service to new and existing customers? No matter your business, selling is at the heart of it.

But how do you actually close a sale? What is the best way to ask for business? It can be difficult for many entrepreneurs to imagine themselves closing a sale, or to even know where to start. Sometimes, this uncertainty can lead to poor sales and marketing strategies such as sending blanket, generic marketing messages, or being too pushy because we think we have to be.

It’s important to reframe your mindset about selling, in order to help you get more comfortable with it. Then, you can make more strategic sales and marketing decisions that make sense for your business – and you might even have fun doing it.

We recommend checking out GoForth Expert Marty Park’s advice on how to change your mindset about selling. We think it’ll help you to think about sales a little differently!

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Small business blog posts we liked this week

Happy weekend, everyone! Enjoy these small business blog posts that we enjoyed this week.

We hope you like them too, and let us know if there are any other posts you’d like to share.

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5 ways bootstrapped businesses can increase visibility and sales

Welcome to the first in a series of articles written by small business owners, consultants, freelancers, and entrepreneurs just like you! We hope you enjoy these blog posts, and feel free to get in touch if you’ve got something you’d like to share with our blog readers.


When budgets are tight, marketing is often the first department to suffer. Payroll must be met. Taxes must be paid. Supply chains must remain open. If something has to be cut, it is all too often the social media budget, the mobile marketing budget or the content marketing budget. But businesses don’t have to be flush with extra cash to make a big impact on their brands. Here are five ways to increase visibility and boost sales without a major investment.

1. Use Video. If You’re Already Using Video, Use More Video

The single most important step a bootstrapped business can take to radically increase ROI and conversions is to incorporate video into their branding strategy. According to research, 92% of mobile video viewers share the videos that they watch online. Seventy percent of marketers report that video converts better than any other medium. Video keeps visitors on pages longer, is shared more often and amplified on social media more than anything else.

video-marketing
Image courtesy of Shutterstock

2. Make Images the Backbone of Your Social Strategy

Image-driven posts dominates content marketing on social media. Research shows that tweets with images get 18% more clicks, 89% more favourites and 150% more retweets than tweets without images — and that is just Twitter. Across every social media platform — not just image-centric platforms like Instagram and Pinterest — image-based posts drive branding.

3. Be Consistent!

Organize and structure your design and theme consistently across all your channels. Use no more than three main fonts. Keep your colour scheme, logo and watermarks consistent on your landing pages, your social media pages, your shipping label template and your business cards. You should project your brand at every touchpoint your buyers encounter. This continuity reassures your buyers and increases your visibility.

4. Market to Influencers

Influencers are the top of the food chain in your industry. Maybe your influencers are celebrities or maybe they are bloggers. Either way, they have enormous social media following and hold incredible sway over the people who are your most likely buyers.

If you can get an influencer to retweet a tweet, share a post or, even better, recommend your product, you will see more traffic and possibly more conversions than you could have possibly received had you marketed directly to the masses. Here is a good tutorial on how to find and engage industry influencers.

content-marketing
Image courtesy of Shutterstock

5. Engage in Blogger Outreach

Offer free product samples to the most important bloggers in your industry. If a powerful blogger writes about your product, it could result in a major bump in visibility and credibility from that blogger’s loyal readers. The key is to make it organic and natural — don’t make it a sales pitch and don’t offer anything in exchange for a review.

Marketers on a budget don’t have the luxury of being complacent. Creativity, however, can take thinly spread dollars much farther. Market to a few powerful influencers, not the masses. Make sure your layout and design project your brand consistently across all channels. Use images instead of dry text content, incorporate video wherever you can and reach out to powerful bloggers for product reviews.


nickandrewrojas

Nick Rojas is a business adviser and professional journalist focusing on marketing, sales and financial strategies. He loves eating sushi, going for long walks by the beach, and helping businesses grow.

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Small business blog posts we liked this week

From competition to dog food trucks, here are four small business blog posts we enjoyed reading this week. We hope you’ll like them too!

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Four big marketing mistakes in small business

Marketing isn’t a one-size-fits-all thing for any small business. In fact, we bet you’ve tried or mulled over several different marketing techniques and strategies to help you grow your business. How many of them worked? Have you wondered what you could be doing differently?

In our experience, there are some marketing mistakes that are quite common among entrepreneurs. Don’t feel badly if your latest idea is on this list! Entrepreneurship is ever-evolving.

Not knowing your market

Although you may think you want to market your product or service to everyone, we all have different needs and experiences. Instead, narrow down one to four specific customer groups that will be most profitable and accessible to target. Consider these major elements when dividing up your segments:

  • Demographics: Age, income, gender, education, family status, income level, occupation, social class, ethnicity.
  • Geographics: Cultural, climate, regional and national differences, population density, population growth rate.
  • Psychographics: Lifestyle, personalities, attitudes, opinions, behaviours, values.
  • Behaviours: Buying patterns, usage rate, price sensitivity, brand loyalty, benefits wanted.

Porsche and Ferrari clearly target those in high social classes that have high incomes as well as lots of money to spend. Lifestyles of this target market are very luxurious and probably value products that demonstrate status. On the other hand, who does Wal-Mart target? This segment is very different – probably middle-aged parents who are cost-conscious or not concerned with status symbols.

Take some time to draw out what your typical customer would look like and where their lifestyle, age and social class fit in to their buying patterns. All this research will really show in your marketing. Your customers will feel that they are understood and their needs catered to.

Not making a marketing plan

A sound, clear marketing plan is necessary for small business success. How well have your family vacations worked without a map, or a daily set of goals and outcomes? Small business is no different. Your marketing plan can evolve, but setting your strategy down is a vital step that mustn’t be overlooked. Who do you want to market to? How? When? Why? Are your marketing ideas cohesive with your company’s values? Is a blog really a good marketing tool for your business, or is Facebook better? You may have all the great marketing ideas in the world, but putting them into a plan will help you find holes and better ideas you may not have previously thought of.

Once you have developed a clear plan for the branding and marketing of your company, it’s important to implement it correctly. Be sure that your marketing plan is clear and understood by all of your staff so that it’s properly used through all activities. Monitor and track your plan to identify strengths, weaknesses and opportunities for improvement. Have your plan written out and refer back to it frequently.

Being seduced by the latest marketing trend

Social media is here to stay, and it seems like a new outlet is making headlines all the time. But what’s the signal to noise ratio? We mentioned Facebook earlier, and many small businesses are also turning to Twitter for marketing. There’s also LinkedIn, YouTube, Vimeo, Google+ – we could go on. I’s enough to make your head spin. And that doesn’t even cover marketing trends outside the social space.

We have all been dazzled by a new marketing idea, one that seems perfect and guaranteed to increase sales; especially if it appears that everyone else is doing it. But what if the new marketing trend is actually terrible for your business? Let’s look at Facebook again. It’s great for engaging customers, sharing news and having conversations. But what if your business is very “niche” or provides a service that doesn’t often get repeat business (like a paving company)? You may never have enough people on your Facebook page to talk to, or you may have nothing to talk about on a regular basis. Here, Facebook may not be the best marketing idea for you. Instead, offering educational tools for free on your website, such as white papers, may be a better marketing tactic.

We love new ideas as much as the next person, but it’s important to keep your wits about you in the midst of all the hype. Otherwise, your marketing focus can be stretched too thin, making it seem to customers that you have no focus at all.

Not getting marketing help once it’s necessary

You don’t have to tell us twice – your small business is your baby. Entrepreneurs are nothing if not tenacious, and that applies to our marketing as well. You probably created the marketing plan, researched all the social media outlets and maybe even had a hand in designing your business’ logo. And all your work has paid off. Your sales are increasing in leaps and bounds and your to-do list is as long as your arm. Great! That’s the sign of a successful small business.

Except, when was the last time you looked at what your customers were asking you on Twitter? Or updated the menu on your website? Maybe it’s time to release your grip on your marketing and delegate to someone who can really concentrate on it. Now, this person doesn’t need to do marketing full-time, but he or she should be able to focus on moving your marketing plan forward seamlessly, aligning with your business’ goals, vision and culture. We know that delegating can sometimes be very difficult for entrepreneurs, but it’s a sign of business growth. And anyway, all babies become teenagers eventually, right?

Do you have experience with these four marketing mistakes? Do you know of one we didn’t include here? Let us know!

 

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