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How To Successfully Market Your Business.

Marketing your business doesn’t have to be a daunting task. To be honest, there is a never ending list of things that you can do to market your business. However, we are here to help you learn how to successfully market your business.

We’ll break down a visual for you with our take on marketing your business in the modern era, using multiple tools available to you. Then we’ll show you how to successfully pursue a marketing strategy that best fits your industry, goals, and abilities.

how to successfully market your business

Here’s a preview of what’s ahead:

Getting your Physical Business in Order
Streamline your Back-End Operations
The Different Marketing Channels
Developing a Marketing Strategy
Evaluating and Modifying your Marketing Strategy Over Time
Streamlining the Execution and Evaluation of your Marketing Strategies

Getting Your Physical Business in Order.

First things first! You gotta be operationally ready to take on new business. Understand that things will get busier with more customers, so you need to operate in a way that’s scalable to the scale you wish to achieve. There will be growing pains that you’ll need to plan on, but take baby steps and think about stages. Right now your business might operate one way, but at a larger scale you might need to shift your business model accordingly to accommodate the growth. Here’s a short list of things to consider:

  1. Check-in with your business plan using a Google Sheet or Excel Spreadsheet to look at the numbers. Understand the relationship between the costs of everything that you’re selling, as well as the limitations of personnel. This way you know exactly when to hire new employees, for what positions, and how much you have to spend on your marketing efforts.
  2. Achieve what we call operational excellency. Things are getting done on time and everything is functioning exactly how it’s supposed to when it’s supposed to happen. This sounds easier than it truly is, especially if you’ve been in business before, you understand that things don’t always go as planned. Which brings us to our next point.
  3. Have a back-up plan for when things don’t go as planned. This could mean a lot of different things depending on your business, but for most businesses this means saving up a rainy-day-fund for when ‘stuff’ hits the fan and nothing goes as planned.
  4. Personnel are your business whether you like it or not. People do business with people. Unless you’re strictly selling items online and your product is so unique that people are less important, you need to have great personnel in place. We believe that the art of hospitality translates to every customer interaction, starting from the time they first interact with your brand to the time after they already purchased your product, service, or experience.
  5. Don’t forget about back-end operations. We’re talking about all of the things related to running your business that they didn’t teach you in school. We’ll actually talk about this in detail next.

Streamline Your Back-End Operations

Running your day-to-day business takes a lot of energy and effort, but after all is said and done you still have all the paperwork to keep up with. To help you protect your time and energy, it’s important to streamline your back-end operations so you can focus on maintaining your business as it grows. Here’s a list of solutions for different back-end duties:

  1. Accounting – We prefer to sync our Point of Sale with Quickbooks, and we have an accountant take care of charting our expenses and filing all the necessary tax documents throughout the year so we can operate without worrying about those things.
    (Use this link for 50% OFF your QuickBooks subscription! https://www.referquickbooks.com/s/tannerdritschlermediacom)
    (If you’re a service based business, just ask us if you are looking for a great accountant and we’ll refer you to ours)
  2. PoS, CRM, & Payroll – We highly recommend using a turn-key platform like Square to handle most of your back-end business needs. They enable you to accept most major credit/debit cards, as well as record sales paid in cash or by check. Additionally, their platform syncs with Quickbooks and online websites seamlessly. Lastly, their payroll service is extremely low cost, and it files all the necessary employee not documents for your business instantly. This saves a TON of time for us and many of our clients.
    (Use this link to get FREE processing on your first $1,000 in sales: https://squareup.com/i/DRITSCHLER)
  3. Team Management – Let’s face it, you’ve got people that need to know what to do and when they need to do it. Google Sheets makes it easy to set up schedules, workflows, automations, and more to streamline your team management. Our favorite part about the platform is how easy it is to use, share, and restrict permissions to individual users and sheets.

The Different Marketing Channels

First we just need to understand that a marketing channel is a line of communication between a company and the end-customer. There are more marketing channels available today than ever before, so it’s easy to get a little overwhelmed. Even marketing staff can experience burn-out at rapid paces if they’re juggling too many channels at once. Our Marketing Agency assigns one employee to a specific department that they specialize in to help avoid this. However, it’s too expensive for most businesses to do this, which is exactly why we’re in business! (Shameless plug for our services, we’d love to help you)

  1. Website – Your website is your digital storefront, and it plays a huge role in how people perceive your business. Oftentimes a website loses more sales than they create. Check out our website portfolio if you’re interested in seeing what a complete and well developed website looks like. We’ve featured websites from multiple industries, big and small, so hopefully you can get some ideas from them.
  2. Search Engine Optimization – Now that you have your website in order, it’s time to help more people find your website. It serves your business no good to have a great website if people aren’t using it! Therefore, you need to implement technical SEO, on-page SEO, and off-page SEO efforts to help people find your website. SEO is definitely a long-term investment in your website’s future. It takes time to build up a website that not only ranks on Google, but one that ranks well for specific search terms (or keywords). You need to prove to search engines that you’re an authority in your space and you are knowledgable about what it is you do. If you’re interested in outsourcing your SEO efforts to a dedicated team of experts, check out our SEO service.
  3. Social Media – Welcome to the modern era of content marketing! Social media is one of the most dynamic places your business can find new customers and dramatically improve the awareness of your business. Before businesses were limited by word of mouth and their location (and signage). However, social media is an extremely competitive place where you are always competing with content creators for the attention of users on the platform. At the bare minimum, social media is a great place to capitalize on your existing customers. If you encourage customers to follow your social media accounts, and you post quality and engaging content there regularly, you can increase business from referrals. We like to call social media at this level a distribution network. There’s additional things you can do on social media: paid advertising, influencer collaborations, organic growth tactics and more. If you’re interested in learning more about social media marketing check out our social media page.
  4. Email – Email is still offers one of the highest ROI’s compared to other marketing channels. You should be collecting contact information from every single one of your customers, but are you using it? We recommend using email for cold outreach to introduce yourself to potential customers (B2B only). We also recommend to incorporate email automation with your website for email subscribers, but most importantly re-marketing automations. Unlike a blast, re-marketing automation is a series of emails scheduled to roll out to customers after they make a purchase. The beauty of this system is that there’s no end to how many emails you can create and schedule to roll out.
  5. SMS – Similar to email, you can use text messages to re-market to your customers, but the environment is much different than email. We only recommend using the SMS marketing channel for B2C businesses because users expect to see different things via text when compared to email. Users only want short and concise messages that offer enticing incentives to purchase. It’s also a great tool to give people a heads up about upcoming promotions, specials, or discounts.
  6. In-Person / Direct Sales – This marketing channel is as old as time, like back when people would trade a chicken for a goat. How effective you are with in-person sales is crucial for any face-to-face business. Whether is be a business meeting or a retail customer at the checkout isle. Direct selling is a skill any small business should master, especially when you’re first starting out. Most people aren’t aware that direct marketing also includes digital! Direct selling digitally could mean inviting your friends to like your facebook page, messaging people you know, or even calling over the phone. Though it is difficult to scale this marketing channel, a sale is a sale!
  7. Network Marketing / Distribution Networks – There’s nothing like going to an event and setting up a tent with your logo front right and center. There’s also nothing like a great network of people and partners sending you sales. A great example would be ourselves! Not only do we have a network of partners to send people to for marketing services we don’t provide, but we also receive them too! We are partnered with platforms like Wix, Squarespace, 99 Designs, and others to receive consistent leads for our very own business. We offer incentives for referrals to all of our partners!
  8. Paid Advertising – Any time you push your business in front of people using advertising space you’re creating an opportunity for a sale. Some people jut cast a big net and catch what they can, but smarter people know where to cast the net in the first place. Both strategies work for different types of campaigns. Thankfully we now have more data and tools available to us so we can better target and select where and who we target with paid advertising efforts. One thing is for sure, if you present an advertisement to the public you need to put your best foot forward.

Developing a Marketing Strategy

Now that you understand the many channels you can use to market your business, it’s time to develop a marketing strategy that suits your business and your customers best. Most people understand their business, but a lot of people fail to put themselves in their customers shoes when thinking about how to market their business. So let’s think about a couple different scenarios to give you a little bit of an idea as to how you might be able to creatively market your business.

  1. Dog Groomer – Your customers are clearly dog owners with reasonable income. The question now becomes how to reach them. We’d recommend setting up: business listings, Facebook, Instagram, TikTok, and Pinterest accounts, a website, and a solid CRM with email campaign capabilities. We would likely recommend a “before & after” content strategy that includes video and photo of every dog groomed. We’d develop a hashtag strategy unique to each post, and post across all platforms. We would optimize the CRM with bi-weekly customer follow-ups after their appointments to drive positive reviews to the facebook page and google listing. Yelp wouldn’t hurt as well. Then if we have any money for advertising, we would target dog owners within a x-mile radius based on how far customers are willing to drive to the groomer. We also highly recommend a Local SEO strategy for small business like this so they can rank for the keyword “Dog Groomer” in the multiple surrounding cities that they service. Imagine ranking #1 for “Dallas Dog Groomer”, “Dog Groomers in Dallas”, “The Best Dog Groomer in Dallas”.
  2. Realtor – Being a realtor is one of the most difficult jobs in today’s competitive marketplace, but once you get your feet underneath you with a solid customer base there is a lot of opportunity for growth. Our clients benefit from free marketing consulting, even for services that we don’t provide. Most realtors already have a solid set of tools to streamline their back-end operations. So this is all about marketing, we recommend a CRM that allows for automated emails after closing to help drive reviews and to show appreciation to your customers. We recommend realtors to partner with local businesses in their target market to provide their clients. This way you can keep existing customers in your email list, by providing an incentive to stay. Keeping these people to stay will increase the likelihood of referrals from them! It’s all about maintaining attention. If you’re the realtor they see, know, and can almost “brag” about, you’re the go-to realtor when conversation comes up with their friends. Of course we recommend a social media strategy focused on your deals, but we also recommend realtors to focus on short educational video content for investors (residual income relationships), first-time home buyers, and people looking to transition to the area you represent. For realtors on the high-end of the industry, or if you have a super specific niche, you might want to consider creating your own website and implementing an SEO and paid advertising strategy to drive leads searching for your specific niche.
  3. Dentist – This is a fun one! There’s so many fascinating things about working with teeth that you can share with the world. Anything medical has great marketing opportunities. We start with all the basics: business listing optimization, social media profiles (Facebook, Instagram, Pinterest, TikTok, and believe it or not LinkedIn for filling job positions), and an optimized and friendly website design. Now let’s talk about putting these things to use. Most medical offices have a CRM already, there are a LOT of medical CRM’s to choose from, so just make sure you use one that has automated email campaigns, some CRM’s even incorporate SMS for appointment reminders which we highly recommend. It’s important to keep people up-to-date throughout the year about your practice. EX: using end of year benefits, getting cleanings after the holiday season, getting whitening before the holiday season, and even getting braces before the school year starts, etc. Some CRM’s even allow you to set up automations unique to when the patient has their first appointment so you can automate future recommend dental care visits. Most importantly with these emails is that they are well branded and they portray your business effectively. We want you to look like you “neighborhood dentist” more often then not. This communication style, whatever direction you choose to go, translates to your social media content. There’s already popular dentists that do educational and fun short videos for social media, which we recommend every dental practice do. We also recommend that you avoid the generic graphics that plague the industry, you don’t want to be over utilizing Canva graphic templates. Our team for example does in fact use Canva, but we create 100% unique graphic templates for our clients. Social media platforms actually recognizes generic graphic templates, and it negatively impacts how many impressions your content has. Lastly, we recommend getting involved in your local schools for sponsorship opportunities, and paid advertising with social media and Google. We run google campaigns for all of our dental clients. We run social media campaigns for over half of our dental clients.

Overall, if your business has a physical location you should be getting involved in your local communities. This means joining the local chamber of commerce and maintaining an active presence there. Additionally, physical business locations should have a local SEO strategy in place to help them rank higher on google maps.

Evaluating and Modifying your Marketing Strategy Over Time

Now that you have your strategy in place, you must execute it. Thankfully all of the digital marketing channels are completely track able. Data provided from these efforts are extremely valuable to your business. It shows you what’s working and what’s not working. Let’s talk about each key marketing channel and what metrics are relevant to the success of marketing your business.

  1. Social Media – We want to see increasing website clicks, post shares, comments, and followers.
  2. Email Campaigns – We want to see the total number of people in your email database grow over time, and we want to see the CTR, or click-through-rate stay above your industry average. This typically means having an open rate above 25% and a CTR above 5%.
  3. Website – If your website was designed and built effectively you should have what we call a “natural progression” throughout the site. This means that most users travel from the homepage, to the about page, to the service page, to the contact page. We also want to see increasing contact form submissions, and an increase in phone calls from the website.
  4. SEO – An effective SEO strategy should start with slow improvements that snowball over time. We want to see the total number of pages on your website increase each month, and we want to see the total number of pages ranking on Google increasing each month. These pages will originally rank low, but over time we should see them increase in their ranking each month until they reach the first page of google (ranking 1-10). Then we should see traffic begin to gradually increase as the pages increase. More traffic means more users going through the “natural progression” through the site. Eventually a percentage of these users will convert into customers!
  5. Paid Advertising – Simply put, each paid advertising campaign is unique and the metric you track should be unique. Digital advertising campaigns have clear data that you can view during and after the campaign, which is great! You can directly track conversions for almost all digital advertising campaigns. For physical paid advertising you simply just ask the customer how they heard about you. EX: billboards, school sponsorships, street signage, etc.

Once you review all the data, it’s crucial that you make adjustments accordingly. You might find that a specific type of marketing channel is more effective than others. You can either improve the less effective marketing channel, or you can simply focus your efforts solely on what’s working. We recommend at least trying to make adjustments once before dropping a marketing channel all together. Paid advertising campaigns are most effective when you are running multiple at the same time. You might find that your budget is better spent on a specific type of campaign over others. It all sort of just depends!

Streamlining the Execution and Evaluation of your Marketing Strategies

As your business grows, and you begin to invest some time and energy into marketing your business, you’ll soon come to realize that in marketing there is NEVER an end to the work to be done. This is why businesses hire people, or hire a team of specialized experts (that’s us!) to handle their day-to-day marketing tasks. However, a lot of small business owners are not the the point where than can invest in such a thing. That’s why it’s important to dedicate time each day to your marketing efforts. When Dritschler Media first started, Tanner Dritschler (our founder) religiously dedicated 3+ hours a day to market the business. Now that we’ve grown thanks to those efforts, our staff helps complete the tasks necessary to build the business. Meanwhile, Tanner can focus on growing the business and fostering all the things a business owner does. If you’re first starting out, you should be doing the same! Tanner actually has this saying, “Sales Solves Everything”.

Sales solves everything is so true in today’s business environment. Often times as a business grows the most important part of their business becomes its financial health. We understand that the money, time, and energy you spend on marketing your business is extremely valuable. Having more cash available to invest in your growth is crucial to your success, but it all starts with making a sale.

If you’re interested in speaking with a member of our team about building a marketing strategy for your business, please don’t hesitate to reach out to hello@dritschlermedia.com and a member of our team will get in touch with you. Our monthly services start at only $100/month! We take great pride in being a marketing agency that’s approachable for businesses of all sizes, and we’d love the opportunity to see if we are the right team to help you market your business!

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