One of the stumbling blocks that many small businesses face when delving into social marketing is that you’re too attached to your business. You know your product, service or industry inside and out. You feel it’s the best and greatest. You think your website is gorgeous, your social media pages are cool and your marketing materials are perfect. And that’s the problem–to your target market it may not be.
Step back and take an Objective Look at You and Your Business.
I really learned to do this when I was unemployed. One of the hardest thing to do is to market yourself — even as a marketing professional — because to you, you’re too attached to yourself! You need to look at everything objectively. Step back and look at it all through the eyes of your target market. (If you haven’t clearly defined your target market, you need this: Defining Your Target Market Workbook.)
Everything means your website, social media business pages and profiles, business cards, brand, logo, collateral material.
Ask yourself these questions:
- Is it pleasing to the eye? Just because you like the colors doesn’t mean that everyone else does. Is it too busy? Is it too wild or loud? Is it too plain?
- Do all pictures and graphics convey the brand nicely? Are they cropped right? Are they the right size and not fuzzy? You only have one chance to make a first impression.
- When someone lands on the page – whether it’s your website, social network page or blog – do they know what it’s about, what you do, and how you can help them? Are the “about” sections complete?
- Is your call-to-action visible or do people have to scroll down to see it? What do you want a person to do when they get to your site? Is it confusing? It may seem simple to you, but then you’re the expert, your target is not.
- Is it easy to navigate? The last thing you want is someone getting lost in your site and giving up when they can’t find what they need.
Think Like the Searcher
- What are their pain points?
- What will they enter in the Google search box to get to your information.
- Are you providing the information they’re looking for?
- Do your posts, headings and tag lines peak their curiosity?
It’s not all about You!
It’s about what you can do for your potential customer!
It’s about being helpful. It’s about getting that “happy camper” customer what they were looking for!
What are they going to find at their “Zero Moment of Truth?”
Zero moment of truth is that instant when you grab your laptop, mobile phone, or some other weird device and start learning about a product or service you’re thinking about trying or buying.(“Youtility: Why Smart Marketing Is about Help Not Hype” by Jay Baer– I highly recommend it!)
That’s what Inbound Marketing is — being found when your target market is looking for what you have to offer.