If you are like most people, you probably believe you already know what a brand is and perhaps think it has nothing to do with you.
Sure, big companies like McDonalds, Lexus and Coca Cola have big brands. Everyone knows that. But pause for a moment and think about your favourite mom-and-pop restaurant, your preferred dry cleaners, or even your doctor.
Why do you go to those particular places for what you want? In those cases, you’re not shopping price, you’re shopping something else. Something intangible. Something called “brand”. It is not only about how good the food is or how fast they clean your clothes. It is a feeling you get when you go there.
The feeling may be that you are special; that you are a valued customer; that you believe they know you or actually care about you. Maybe they do.
Does your business give customers the “right” feeling? Curiously, what you think brings in your customers may be wrong. It is the customer’s truth that matters most. I prefer a certain coffee shop because I like the morning sunlight in their open, airy dining room and their iced tea is good. But I agree with the other regulars: Their food is pretty bad. Yet when I asked the owner, he assured me that his place is popular because of his great food.
It is crucial that you not only know the elements that make up your brand, but find ways to convey your unique brand identity in ways that will attract more customers who want what you’ve got.
Related: How To Brand Your Business
To figure that out for your business, reflect on these questions, and then poll them. Good brand awareness makes good sense.
What do people hear?
- Is there a voice or music that starts playing as soon as they hit your landing page? Could it be turning people off? Personally, I will leave any site that immediately gets noisy.
- Is there music in your business that attracts a certain age group? Does it repel another?
- When a prospect calls, are there dogs, kids, TVs, shouting, etc. going on in the background? If you aren’t in the business of pet grooming, daycare, television sales or marriage counselling (smile), these sounds shouldn’t be heard.
- Do you have annoying hold music? Or none at all? Or the kind that makes people feel anxious, even if it is your favourite song?
- Is it loud while they are in your place, when more customers might want quiet, or vice versa? Everyone has left a restaurant because it was too loud or too quiet. Make sure your noise level matches the brand reputation you want to build.
What do people see?
- Is your website some hokey, outdated template from two years ago that doesn’t help customers get where they need to go with minimal fuss?
- Are you using unpopular colours on your site, your walls, or your uniforms? Each country, each region has colour preferences. Look them up online if you don’t know yours. It’s not about you, it’s about the people you are trying to attract.
- Is your storefront appealing or messy? What’s the first thing people see when they step into your place of business?
- Is the first employee a customer sees unappealing in any way, texting on their phone, or otherwise a turn off to your customer?
- Is your place dark? If it’s not a tavern or a night club or a swanky restaurant, you are losing business if it is dark in your shop. The online equivalent is websites with black backgrounds and white words. (There are some exceptions). Note that the grocery store in town doing the most business is the one with the best lighting. This isn’t an accident.
What do people taste?
- You make think this sense applies only to places that serve food, but it doesn’t. Surprisingly, there are many ways to make sure your wares “taste” right to the customer.
- Obviously, is your food appealing? A group of researchers filled three bottles with the same tap water.Two bottles had the big brand labels. They affixed a made-up label to the third. Then they asked people to sip their usual brand, then try the “new” brand.Most taste testers were able to identify multiple differences between “their” brand and the new water. But all three bottles contained the same water!It is the brand positioning that determined the customer response, not the water itself.
- Is your place of business in “good taste”? Everyone has seen calendars of women in bikinis on the wall of an auto repair shop, but is that making any of the customers uncomfortable?If your office furniture is a mishmash of second hand stuff, your desk is a mountain of clutter and old coffee cups, or your space is crammed with dusty old stuffed animals or your beloved collection of Barbie dolls, would you guess that the majority of customers and prospects see that as being “in good taste”? Probably not. Does your furniture belong to a prosperous business or one hanging on by the tips of its fingernails?
- Do people walk away from a customer service interaction with you or your team with a “good taste in their mouth”?
What do people smell?
- There’s a lot of research into smells and how they unconsciously affect customers. That’s why you can smell McDonald’s fries blocks away. That’s why when you walk into certain stores in the mall, you smell a specific scent. Is there a scent you could subtly share near your entrance to anchor that into your customers’ minds? Our olfactory sense – the sense of smell – is thought to be one of the most primal and the most memorable.
- Naturally, it is important customers don’t smell anything unpleasant. Like that garlic pizza box you stuffed in your desk drawer…last week. Or the banana peel in your trash. It seems such a small thing, but you have the opportunity to control the entire customer experience, so you may as well make it optimal. At the very least, get a bottle of Febreeze.
- People who do not have pets or who do not like a certain type of animal (or have allergies) can immediately smell an animal in someone’s office. Unless you are a vet or a groomer, it is probably a good idea to make sure that your pet is bathed regularly, its bedding in the office is washed often and careful attention is paid to any “accidents”.
What do people feel?
- Is your place grungy or dirty? Are your restrooms? Women usually notice this stuff. Once, I was lying in a hospital bed watching an orderly “mop” my room, but he was just swishing debris around with a rag mop. He didn’t cover even 30% of the surface. No one I care about will ever use that hospital again. If customers feel like they have to go take a shower after being in your establishment, you’ve got a problem.
- Do people feel like you’re glad they are there or like you’re an imposition?
- Does your sales pitch make them feel slimed?
- When the minimum wage clerk you hired mumbles “May I help you?”, do you really think that is engaging the customer and making them feel welcome?
- When it takes you 48+ hours to respond to an email, or an online inquiry, or a complaint – does that make the customer feel valued?
- Do you feel like your doctor – who has seen more of your body than most people – would recognise you if you approached him or her in a public place? Would you recognise your customers, even your best ones? The more special you can make your customers feel, the more loyal they will feel toward your business.
- When they leave your place of business or your website, what feeling do they experience? Are they smiling or running for their car?
- If you sell online, does your relentless, thoughtless, overwhelming follow up sequence make them feel like they got their lips wrapped around a fire hose inadvertently? Your opt-outs will answer this question.
The “five senses check” is a good idea to run your business through twice a year, so you can be sure what you’re doing is aligning with the brand you are trying to establish. Consistent, positive, reliable, repeatable brand interaction is a key component in any business’ success.
This article was originally posted here on Entrepreneur.com.
4 Steps To Writing Content That Converts
Hook them, engage them and tell them what you want them to do.
Is your content persuasive enough to convert your visitors into leads?
Some pieces of content you create will drive conversions, while others will be lost in the archives. As a marketer, you always want to write content that is persuasive enough to turn your visitors into leads and thereafter, into paying customers.
Writing persuasive content is not magic. Let’s take a look at some ways to write content that converts.
1. Craft an enticing title
The title of your content is the most important factor that influences engagement. A whopping 8 out of 10 people may not even read your content if the title isn’t captivating enough.
Using Headline Analyzer by Coschedule is the best way to create a magnetic headline that attracts your audience. Just enter your headline and the tool will report back with a score and a grade along with some suggestions to improve.
For analysis, the tool looks at the following factors:
- The headline type: It capitalises on the type of headline that converts, including lists, how to’s and questions.
- Word balance: It helps you to curate an enticing title by checking to see if it has the right word balance.
- Character length: It also looks whether your title is scannable and easy to digest.
2. Fulfill your title’s promise
Getting clicks on your title is just half of the equation. Ensuring that your content fulfills the promise of your title is another equally, maybe even more, important part of driving conversion. If your content can’t keep the promise your headline makes, your visitors will likely abandon your site without further engagement.
When crafting each line of your content, keep in mind that the purpose is to get your visitors to read the next sentence, then the sentence after that and all the way down to the end of your article.
Aside from providing value, you’ll also want to evoke a desire for what you’re offering.
3. Make it scannable
Most of your website visitors spend less than 15 seconds on your website, meaning people quickly skim through the content instead of reading word for word.
If your content is hard to scan, meaning it contains long sentences and paragraphs, it’s likely that your visitors won’t stick around. Chances are, they’ll go to your competitors to find content that’s easier to consume.
To create content that is easily scannable, you can follow the actionable tips below:
- Short paragraphs: Write short paragraphs, preferably 3-4 sentences at most. Breaking down your content into short paragraphs makes it more digestible for your readers.
- Use attractive subheaders: Readers should be able to bounce around to seek out the pieces of your content that interest them. By using attractive subheaders, you can pique the curiosity of your readers and keep them engaged.
- Use bullet points: Using a bulleted list is the easiest way to ensure that your content doesn’t strain your visitors’ eye to read through it. Since bulleted lists stand out from the rest of your page, they make the entire piece easier to skim through.
4. Add a call to action at the end
The best way to convert your visitors into leads is to add a call to action, such as an email subscription form, at the end of every article you publish.
Some tips to speed up the growth of your email list are:
- Offer a post-specific resource: Create a post-specific resource, and offer it for download in exchange for the email address of your visitors. When the resource is post-specific, readers are more likely to engage with the campaign, in turn boosting conversions.
- Creating a premium library: To increase both perceived and actual value, you can create a premium library consisting of ebooks and other valuable course materials. You can then persuade your visitors to subscribe to your list by adding a signup box at the end of each article.
- Content gating: Content gating is a popular strategy to boost conversions on your site. For instance, you can grow your list by blocking a small section of your content for subscribers only, which encourage your readers to sign up for your list.
The best way to create content that converts is to use emotion in your copy and evoke a desire for what you’re offering. By following the above tips, you can write content that converts your visitors into leads, and soon thereafter, into paying customers.
This article was originally posted here on Entrepreneur.com.
5 Marketing Missteps That Make Cash Flow And Business Growth Stumble
If you don’t want your cash flow to turn into a drip, you’ll want to take a look at these mistakes you might be guilty of.
I am often confused by the decisions normally very smart entrepreneurs make when it comes to marketing and sales, and growing their companies. It’s as though logic flies out the window and emotions rule the day when we start talking about sales and marketing.
Of course, I’m not suggesting entrepreneurs need to be perfect – in fact, I personally made one of these mistakes last year. My issue is with the entrepreneur who doesn’t realise when they are screwing up and continues to let their mistakes hurt their business’s long-term ability to grow.
I recently read a study that looked at businesses’ cash flow. It found that only 12 percent of businesses never have a cash flow issue. That means 12 percent of businesses can consistently pay their bills, pay themselves, and have profits left over. Of the others, 47 percent of businesses say that cash flow is sometimes a problem, and 41 percent of businesses surveyed said cash flow was a consistent problem.
To be fair, this study didn’t publish any additional info about the business owners – for example, did all of these businesses have less than $1 million in annual revenue? If so, I would assume those businesses would have greater cash flow issues than a group of businesses at $1million-plus in revenue. For this discussion, let’s assume this is accurate (based on my experience of working with small businesses, it is pretty close). How do you fix a cash flow issue for any business?
The interesting thing is that in the vast majority of cases, your marketing is linked to cash flow issues. The mistakes many entrepreneurs are making with marketing, sales and business growth are the same five mistakes that are causing their cash flow issue.
1. Not making customer retention a priority in your marketing strategy
I’m going to start with the one that is most near and dear to my heart: customer retention. You don’t have to use a newsletter to grow and maintain retention (although that is a good idea). But, you do have to do something, and that something needs its own budget. Retention is not a portion of the marketing budget. Without customers, your business is worth just about zero.
The reason so many businesses struggle to grow is they invest nothing in retention. These normally smart entrepreneurs have deluded themselves into thinking that their product and services are so amazing and life-changing that people will continue to buy over and over again without prompting.
So what lie do these same entrepreneurs tell themselves when they have 3.5 percent year-over-year revenue growth? Tens of thousands – maybe even hundreds of thousands – of dollars spent on marketing, and only 3.5 percent year-over-year revenue growth? If you’re a large retail chain, that isn’t bad, but for dentists, lawyers, financial advisors, or anyone in a service-based business, that is far from good.
Starting today, you must have a customer retention budget. Use the budget to increase retention, and from there, upsell the existing customers. The longer a customer is with you, the greater the chance for a referral. Their customer lifetime value goes up, too.
Done correctly, your retention campaign can increase sales and create more prospects. Regardless of how you use it, you must have a retention budget.
2. Getting bored with things that make you money
As entrepreneurs, we are prone to getting bored, and that even happens with our marketing. Regardless of how well it is working, we get bored with it and want to try something new. This is a toxic practice on many levels. I understand wanting to try something new, but you never cancel marketing that is working (even if it isn’t exactly crushing it) to try an unproven new thing. When people do this, they are basically saying, “I hate money.”
How many times have you tried a marketing program, only to have it not work out as promised or as quickly as promised? Do not cancel good marketing to chase unicorns. You can also call this tendency “shiny object syndrome.” It’s particularly severe when it comes to hip cutting-edge marketing tactics, like influencer marketing.
If you want to try something new, create a budget and try it. Don’t kill a pipeline of incoming cash to drill for a hopefully more profitable pipeline, because when it doesn’t work, you are screwed. If you can’t afford the new marketing without killing the old marketing that is working, then you shouldn’t be starting the new campaign until you figure out how to pay for it.
These are two huge mistakes that I see small-business owners make all the time that destroy your cash flow.
3. Not investing enough money into marketing
I was chatting with a dentist from the greater New York area a while ago, who claimed to be getting patients with this one type of marketing for about $175 each. That is good in the greater New York area because of all the competition. However, just because you hit a home run doesn’t mean you can expect to hit a home run every time you’re up to bat. In that area, it costs $250–$450 to get a new patient in the door.
You will never grow if you’re not willing to invest a realistic amount per new customer. I’ve chatted with entrepreneurs who want to get 50 new customers per month, which should require a budget of at least $12,500, but currently, they only have a budget of $3,000 per month. I hate to break it to you, but you’re never going to hit your goal. If anything, the $12,500 per month you have devoted to marketing may not be enough, because as you scrape the low hanging fruit, you often find you need to increase the amount you’re willing to pay to get a new customer.
4. Feast or famine marketing
This is actually the mistake I made in 2016. We had so much going on in the first half of the year (the feast) that I didn’t plan well enough for July, which is typically a slower month for us (the famine). In July, I need to do more marketing and even spend more money on marketing to make up for all the business I lose when people go on vacation and forget about their campaigns. But, I was planning a vacation myself in July, and in turn, I actually ended up cutting marketing because I didn’t want to do the work that was needed.
Bad planning and a cut in the already planned marketing for July tanked the month. It was our worst month for new sales in nearly two years. You can’t allow a busy period to take your eye off the ball. If you have traditionally slow sales months, you must do more, spend more, and market more, in those months.
5. Cash flow issues demand more marketing, not less
This is the last of the bad ideas for today, but when you are having cash flow issues, shutting down the pipeline that is bringing in the cash you do get is just dumb.
Of course the argument I always get is that the marketing wasn’t working anyway. Well, if that was true, why didn’t you cancel it earlier? Typically, the entrepreneur doesn’t really know whether their marketing is working or not. All they know is they need money, so they cancel marketing to free up cash. That may help the problem this month, but it creates a new problem next month when no new customers show up.
When times are hard, you need to reinvest more in marketing, not less. You must figure out how to close more sales, not get fewer leads. There are lots of good ways to shore up your cash flow situation, but cutting off revenue-generating marketing is not one of them.
This article was originally posted here on Entrepreneur.com.
3 Ways Start-ups Can Build Loyalty With Millennial Customers
Be available when they need you, wherever they need you.
One of the top challenges for startups is more than just how to market their brand. It’s how to build customer loyalty, especially with millennials.
Customer loyalty is a big deal. Companies invest millions of dollars to get loyal customers – customers who will repeatedly buy their products or services and generate more revenue and ROI to their business. Because Generation Y has an estimated purchasing power of up to $600 billion, it makes sense for you not just to attract them with your fancy products, but to build a loyal, lasting relationship with them.
Here are three ways to make that happen:
1. Be obsessed with quality
That’s what matters.
Regardless of how sophisticated your products look or taste or how successful your marketing campaign is, if your products are substandard, your customers will neither buy them again nor stay loyal to you. Being obsessed with building quality products is about loving your millennial customers and having the passion to build products that will improve their lives.
They require quality products that work. They need quality products with great features. They want quality products that are beautifully designed. Your millennial customers desire quality products that will make them proud to use and recommend to their friends.
It doesn’t matter that they’re expensive. If your products are of superior quality, millennial customers will buy from you and stick with you for a long time.
2. Be there when your customers need you
You have no excuse to stay silent, irresponsive or completely absent when your millennial customer needs you. You must be around and ready at all times to assist them if you want them to fall in love with your brand and stay loyal to you. One of the best ways to be accessible to your Generation Y customers is to be active on social media.
For example, my friend told me that he buys his glasses from Warby Parker because “they respond to my tweets in minutes,” he says. “They delivered my eyeglasses on time after many companies have frustrated me.”
Never underrate your customer. If you truly want to create a loyal customer base full of millennials, be there for them when they call, text, email, tweet or message you. Understand that building a business is not just about trying to sell your products. It’s about helping your customer with the information they need at the right time to solve their problems.
3. Be social
There are a number of ways to put a human face and character on your startup and attract massive millennial prospects, clients and customers.
- Constant communication. Reach out to your millennial customer anytime to say hello or ask their opinion about your new product. Don’t just reach out to them only when you want to advertise your product. Communicate with them freely, with an open heart. Be their friend. That will build trust, engagement and loyalty.
- Reach out to them on their favorite hangout media. You need to understand their favorite hangout spots. Do they frequent Facebook, Twitter or Snapchat? Develop a social media strategy that you’ll use daily to reach out to your target market and share emotional stories that touch their hearts.
- Make them look cool. Remember that most millennials are not just buying products because they need them; they’re buying them because they believe the products will make them look good in the circle of their peers. For example, Coca-Cola’s Share-a-Coke campaign makes people feel special. By printing individual names on cans and bottles of its products, the company makes its consumers identify with the product. Be creative. Do something similar to the Share-a-Coke campaign – in your own style.
The goal is to keep your millennial customers satisfied with what you are offering. Only when they’re satisfied will they come back to buy, become loyal to your brand, talk about it with their family and friends, and help you expand your customer base and cash flow.
This article was originally posted here on Entrepreneur.com.
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