- Marketing.
We're back.
What if you put in every single piece
of marketing advice you've ever been given?
Everything, how do you think it would change your business?
How do you think it would change
the way everything would operate?
What if you did it all at once at exactly the same moment?
You just went boom, I'm now on social media, I'm doing
email campaigns, I'm in the yellow pages, white pages,
billboards, bus stops, everything, everywhere.
You're calling up your clients, you're calling up
your leads, you're calling up old clients, you're calling
up everyone, you're calling up your nana and you're asking
her to see if anyone else in the retirement home
needs whatever it is the service is that you're offering.
You are absolutely going gang busters.
You're a champion on LinkedIn, you've got Facebook
going nuts, for whatever reason you've got Instagram,
even if it's a business to business business,
and everyone is everywhere and you're communicating
with all of them at the same time.
Your Adwords spend is thousands of dollars a week.
Where do you think it would change your business?
Where do you think it would take it?
You'd need a lot more staff to manage all that obviously.
It'd be very hard to account for it all.
If you're just talking for no reason, you're
not gonna get anywhere in business.
You're just talking and no one's listening.
You're talking to a dead audience.
You need to make sure that you have sniper marketing.
Know who your ideal customer is.
If you don't know who your ideal customer is,
you're gonna have to work it out.
We started off in this business in 2007,
so that's 12 years ago now, and 12 years ago
I didn't really know as much as I know now.
I know a lot more now, and I had to.
I came into the business as a technician,
a bloody good one at that, but I had to learn how to
market myself, I had to learn how to market the business,
I had to learn how to talk to people.
I had to learn how to jump out of my comfort circle.
And one of the best things that I learned was how to market
to someone that needs your service.
Don't sell ice to an Eskimo, they don't need ice.
Sell ice to someone that needs ice.
There's lots of people out there that need your service.
And if there isn't, reconsider what your service is.
Repackage it into something else that is more appropriate
for people to want, otherwise what are you doing?
Get out of business, change your business, pivot
it to something else, sell it, engage and
enjoy adventure, do something else.
But, if you're onto something and you believe in your
product, you just need to find a client that
believes in you and your product as well.
When it comes down to it, we're all sales people.
We say we're not, but we are.
We're selling what we believe in.
We're not selling in this term like a used car salesperson
saying ah there's a good deal here, you gotta get onto this.
You're gonna love it, low kilometers, hardly any damage.
No, we're not that guy, well you shouldn't be.
You should be the person that you believe in your product
so strongly that when you start talking about it, you
get excited and you start talking quickly and you can't
help yourself, but just talk about it for ages.
I have been told by many prospecting customers, slow down.
We can see you like what you're talking about.
And I do, I genuinely love helping people
and I love what I do in business.
And you need to make sure you have the same passion,
and to find the customers that have the same passion.
Look at the people that you resonate really, really
well in business with and think about how they work with you
and what their similarities are between the different clients.
If you have a pie shop and you notice that a lot of women
come in that smile and are really, really happy about it,
maybe the pies for whatever reason, maybe it's the
community that you're in, they gravitate towards
women more than they do men, I don't know.
For us, we didn't pick our audience, our audience picked us,
and we found that 45 to 60 year old males in a decision
making role seem to be pretty well on the money.
There's a lot of other details but we're not gonna go into
all of it, just think about who your ideal client is,
who your Bob is, and make sure you write it down
and go my Bob is, or my Betty is, and this is all
the different things, this is where they go on holidays,
this is why they go on holidays, this is why we do business
with them and this is why they do business with us.
When you get all this great information down and together
into one spot, you can start targeting your marketing.
You don't have to market to everything,
just market to a few select groups.
It might be networking meetings that are in the same
locations that these people go.
It could be anything.
But just think outside the box
as to how you should be advertising.
I would not suggest spanning every social media
and network and every single thing in your
more traditional media all at the same time.
A, you can easily spend 100 to 200,000 dollars on it,
and B, you're not gonna see much result from it
if your just going (gunshot) shotgun marketing.
Sniper marketing is where it's at.
(gunshot)
Make sure you know your customer and talk straight
to their ear, because they're gonna be ready to listen.
And make sure you're ready to solve their problems.
Stay good.
(hip hop beat)