Marketing Kuel Category Expert: Lori Lyons
We are women of a certain age and for many of us, Glamour magazine was required reading when we were teenagers and young adults.
Does anyone else really look forward to the “Back to School” issue? All those gorgeous sweaters and fall colors! And my favorite part – Glamour Do’s and Don’ts. I always looked to see if I agreed with them or not!
So in that vein – I present to you 10 Digital Marketing Do’s and Don’ts! Some are pretty basic but others – not so much. Hopefully, they will serve as reminders of some things to do and maybe… give you permission not to do others!
Do’s and Don’ts (In No Particular Order!):
1 – DO know your ideal client inside and out. I talk about this ALL THE TIME because it’s so important! I’m not talking about the standard – “women from 30-60!” In addition, I’m talking about identifying the ONE PERSON that you can talk to when marketing your business!
- What do you know about them?
- Do you know if they are married or single? Divorced or Widowed? Children? Names and ages? Grandchildren? Names and Ages?
- What do they read? Books? Kindle? Magazines?
- What are their hobbies?
- Where do they hang out?
2 – DON’T forget to talk to them in THEIR language – not yours. This is not the time for techno speak or to provide how smart you are with 16 syllable words. Keep your language simple and don’t try to make it sexy and juicy. Potential clients really don’t want to have to figure out what you do – tell them simply and in language they will understand.
“Virtually ANYTHING can be a story and can tie back to your point of view and your business.”
Unique Selling Proposition:
3 – DO identify what makes YOU unique! This shows up in your branding and in your Unique Selling Proposition. What makes you different from all the other health coaches or business coaches or web designers out there? What do you bring to the table that no one else does? You have a unique voice and point of view. Share it. Share your stories. Virtually ANYTHING can be a story and can tie back to your point of view and your business.
4 – DON’T try to be all things to all people. It’s impossible. Be what your ideal client needs. If you try, you will drive yourself crazy and your marketing will show it. Your potential clients will be confused. Pick one ideal and stick with it.
5 – DO keep it simple. The simpler you keep your business and marketing, the more likely you are to do it. Moreover, business and marketing don’t have to be complicated – we tend to make it that way by trying to do it all!
“If you don’t have the email addresses of your FB group members – get them!”
Building Your Email List For Marketing:
6 – DON’T be impatient. Give your marketing time to work. I see it all the time… business owners bouncing from platform to platform because they feel they are wasting their time or they are not making the money they think they should right away. . In addition, they aren’t getting followers. They aren’t getting business. Sometimes it just takes time for the process(es) to work. .
7 – DO start building your email list from DAY ONE!! If you have a group on FB – get email addresses by offering something of value! You OWN your list. Facebook or LinkedIn or Instagram does not. However, if you don’t have a lead magnet on your website, add one. If you don’t have the email addresses of your FB group members – get them! Similarly, you want to be in control of your clients – not social media.
“Over 65% of your prospective clients will view your website on mobile and over 57% won’t recommend a company with a poor mobile website.”
Every Business Needs A Website:
8 – DON’T forget about your website! Every business needs a website. It validates your authority and authenticates your business. Over 30% of your prospects will not do business with a company that does not have a website. Over 38% of your potential clients will not do business with a company that has a poor website. 88% of your potential clients will not return to a business if they have a bad online experience. (2021 Sweor.com) so, your website matters – don’t ignore it!
9 – DO pay attention to mobile. (another statistic) Over 65% of your prospective clients will view your website on mobile and over 57% won’t recommend a company with a poor mobile website. Moreover, your mobile website is so important that Google now “dings” a company in the search results that do not have a mobile-friendly – or responsive – website.
Your mobile website should look good on the last two versions of your platform. For instance – IPhone users should see a great website if they are on IPhone 10 (soon to be 11) or later. Granted, technology is impossible to keep up with – it changes so often but by paying attention to and checking your site on your phone often, you can ward off any problems as soon as they arise.
Marketing Is A Long Game:
10 – DON’T get discouraged! Marketing is a long game – in fact business is a long game. Sometimes marketing can be as simple as tweaking a word here and there, color or a photo. Sometimes it can mean tossing it all out and starting over. It’s a process!
Some of these Business and Marketing Do’s and Don’ts – are again – pretty basic. They are meant to make you think and look at what in your business may need evaluating. Above all, we are starting into the 4th quarter of 2021. In addition, how can you use these tactics to finish strong this year and start strong next year? What do you need to overhaul to give your business and marketing a new look for the next year? In conclusion, this is a perfect time to reflect and get ready and finish strong!
About the Author:
Lori is America’s Midlife Marketing Maven helping GenXBoomers take the frustration and mystery out of marketing their businesses. She owns a digital marketing agency, Igniting Your Business and specializes in website design, branding and marketing strategy. She loves teaching Encore Entrepreneurs how to grow their businesses so they can concentrate on following THEIR passions and THEIR clients. Lori thinks there is nothing better than seeing someone’s eyes light up when they “get it” and then they take it and make money, easily and simply and without the stress they had before.
Lori will be launching her podcast, The Encore Entrepreneur Podcast this summer where she will be interviewing entrepreneurs and talking about how they market their businesses and the tools and techniques they use. She lives in Atlanta with her husband of almost 30 years and helps her 22-year-old entrepreneur son with his marketing. She is a sports fanatic and loves her Atlanta Braves baseball!