I see whinging social media posts like this ⬆️ and roll my eyes because:
- This does nothing but tell people your business is not in good shape
- It’s not going to entice people to buy because they think soon, you’ll mark it down and they will benefit from a cheaper price, OR they won’t be able to come back to a business if they have an issue and it’s shut down.
So, if you’re tempted to post something like this, DON’T!
You don’t see the likes of M&S or John Lewis making social media posts like this when their profits are down, do you? So, if they don’t, neither should you.
BUT IT IS TOUGH OUT THERE
Now I’ve put my bossy pants away, let’s address the issue. This is happening to businesses. They’re struggling. And it is tough to keep going. Especially when it feels like everyone around you is doing so well. Here’s a reality check for you – just because their social media looks like they’re selling lots of their products or services, it doesn’t mean that they’re not facing the same challenges as every other business in their industry.
So, if you’re feeling utterly fed up that you’re not getting customers or clients, what can you do about it? By the way, giving up is not the answer. But maybe you need to take a step back and look at the marketing that you’re doing.
What have you tried?
‘I do social media posts’ is a phrase I hear a lot when I ask what marketing a business has been doing. And then…silence. There are tons of businesses out there that still think if they plonk themselves on social media and post occasionally, that people will flock to them and buy straight away. I’m sorry, but this isn’t the case. There’s so much more to marketing than social media.
Go back to basics
You may be looking for a quick and easy answer to turn your sales and profit around, but unfortunately, you’re going to need to start from the beginning.
Here is an light overview of the things I would look at to help a struggling business with their marketing.
Setting some goals
Looking at:
- What are you selling?
- How much do you need/want to sell?
- Who’s going to buy from you?
- How can they buy from you?
Narrowing these down will help you to be really focussed in your marketing activities.
The words you use
Look at your descriptions – from your business description through to your services and product details. Do they answer all the questions that your clients have? Make sure the messages you are putting out there are consistent.
Your website
When did you last review your website? From the written content to your images? Is it search engine optimised? Do you have regular fresh content? How easy is it for potential customers find you? How easy is it for people to find the information they’re looking for, or for them to make a purchase?
Basics sorted, what marketing can you do?
So you’ve reviewed what your messages are and who you want to reach. What can you do to raise awareness of your business?
It’s not just about social media posts
Yes, you can post on social media, but it’s not just about selling your product. Remember social media is about being social. People don’t want to be sold to all the time. So, what can you post about that is ‘about’ your products or services? What might people find interest in? Remember that videos and reels get more engagement than any other type of social media content.
It’s also important to comment on other social media posts. The more you show you are actively ‘socialising’, the chances are the platform will show your posts to more people.
If you’d like to know more about creating and managing your social media, take a look at The Social Flock.
Emails are golden
They’re not spam. When they’re done well. If someone has signed up to your email ‘newsletter’, they usually want to hear from you. If you want to know how to create emails which will keep your audience engaged, take a look at my blogs that are about just that. You’ll also find information about lead magnets which are great for growing your email marketing databases.
Online and traditional PR
Get your brand and products out there by promoting through online magazines and physical publications. A lot of them use affiliate links such as Skimlinks. If you’re not sure where to start with PR, and can’t afford to work with a marketing or PR consultant, there are platforms such as PressLoft and Journolink.
Where can purchases be made?
So, you’ve got a website. But what if you have the type of product people want to see and try before they buy? You could approach local retailers to start with and see if they will stock your products for a wholesale price. The more places customers see your brand, the more they will get to know, like and trust what you’re selling.
Talk to people
If you have a service based business, remember those who you’ve worked with in the past. Could you drop them a line or even a letter? Arrange to have a general catch up. You never know who they may know.
I could go on all day…
But I won’t! Hopefully this has given you some ideas to refresh your marketing and to get your head out of the ‘this is rubbish and not working’ space. If you’re still struggling for ideas, or need help with your marketing, then please get in touch. I love to help businesses like yours.
