It’s easy for web designers to go over the top when sharing online marketing tips and advice. Everyone thinks they have a hidden secret or the latest ninja technique. However, most of what you read doesn’t turn out to be all that useful when you try to turn it into actionable items.
In today’s post, however, we really do have something intriguing to share. That’s because it isn’t a tip, a trick, or even a hack – it’s a way of thinking that can change everything about the way you promote your business online.
To get to this philosophy, you just have to ask yourself two important questions…
Question #1: If Someone Weren’t Buying From You, Who Would They Choose?
Business owners tend to think in terms of what they want. But when you ask yourself this question, you don’t put yourself in the buyer’s shoes. Why are they making the choices they are? And more specifically, what choice would they make if your business weren’t an option?
It’s often the case that the companies we think of as our competitors aren’t the ones buyers really turn to when we aren’t available. For example, you might think a competing entrepreneur in the next ZIP Code is costing you business, but it could be that without you, customers would turn to a big-box retail store or even the internet for what they need.
There isn’t a right or wrong answer here, but you should know where your customers would turn if they had fewer or different options. Feel free to ask a few of them to get their insights.
Question #2: Why Would They Make That Decision?
By going deep with this question you can not only identify your own strengths, but also potential areas of weakness. You can even step into the mind of your perfect customer and think about what it is that motivates them to choose one business or vendor over another.
For instance, there is often the assumption that buyers crave low prices. In the real world, however, people don’t always choose the lowest-cost option. Sometimes they go for the provider with the fastest shipping, the friendliest service, or even the most dependability.
This is another area where polling loyal customers can be a big help. The further you can go in terms of thinking about alternatives, the closer you can get to the things buyers really want and need from your company.
Bonus Question: What Happens When You Turn the Tables?
After thinking over the first two questions, you should have some new insights into what makes your business tick. That’s because you’ve broken out of the traditional “marketer’s brain” that tells you to keep making more offers. You have gone deeper into the ideas and impressions that truly motivate buyers.
At that point you should turn things around. Ask yourself who might not be buying from you today but could be. Then, see if you can figure out what it would take for them to make that decision, even if it was only once.
You may conclude that there are some customers who aren’t available to you right now. However, others are out there waiting to be won – and not necessarily because you are going to lower your prices. They may just want a little more attention, or faster fulfillment options (as examples). There are probably some things you can give them without increasing your expenses or stress level.
Marketing isn’t simple, but it often comes down to straightforward realizations. Hopefully, our suggested questions can help you think about the challenges you face with a new perspective that wasn’t there before.
Is Your Marketing Strategy Based on Strong Ideas or Temporary Fads?
To find sustainable revenue growth, however, the real key is to build an adaptable approach centered on the right principles. That’s where our team of online and offline marketing experts comes in. We have helped many business owners just like you find new leads and sales – and we have the track record to prove it.