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This is the last part of the framework I created to help small businesses decide what type of marketing they need. The final piece is building a list of customer sources to prioritize. Where you’re going to get customers is usually the first place people start, which is why so many marketing plans are convoluted and ineffective. Leaders either jump to something they’re familiar with - i.e. social media, billboards, etc. - or they go along with whatever someone pitches them - i.e. SEO, local magazine ads, etc. But you should only make those decisions after you’ve thought about all the other questions we’ve covered in this series, regarding demand, trust, relationships, and competition. Did you determine that few people are searching for what you’re selling? Capturing people while they’re searching, like with search optimization or search ads, should be less of a focus than getting in front of people where they spend time, like with social media posting and ads. Does your business lend itself to repeat purchases? You should make sure you’re re-engaging with your audience, such as through email marketing or text messaging. Do you really need to earn people’s trust to close a sale? Case studies, testimonials, certifications, awards, press coverage, and excellent customer service should all be options to focus on. Is the competition fierce? Then you should look at how they’re marketing, aim to match what they’re doing well, and consider other sources of customers that can help you circumvent their activities. For instance, if Google Ads are particularly expensive in your industry due to intense competition, you may have to consider other sources, such as networking, direct outreach, social communities, etc. This is where you should be creative and willing to experiment with lots of different sources if it isn’t clear at the onset where to concentrate. There are usually many more ways to find customers than the normal list of services marketers try to sell you. So that’s it - five sets of questions to answer that’ll keep you from wasting your energy and set you on a clearer course. If you missed any edition of this series or want to reference it again, you can find the full explanation on our blog.
For Mountwell’s existing clients, we’ve already started rolling out scorecards that show this framework on a page for each individual business. If you’d like help building one for your own business, book a call today.
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