At Dance Monkey Design, we don’t really like a lot of traditional or general rules for websites or for marketing for small businesses and professionals. The truth is small business websites and marketing can achieve more success with simple tools and strategies. We teach our clients to look at things in a more logical & strategic manner and we base it entirely on their specific goals and outcomes. If you have a small business you don’t need complex multi-level tactics, you need clear, consistent and easily actioned tools and thinking.
Here’s an example of a strategic plan we use with clients after we do an effective and engaging website launch or relaunch.
Forget the conventional notions of advertising goals with multiple moving parts and a wide net approach. Instead, focus on a purpose that ignites passion and drives meaningful impact in a specific audience. Here’s the good news, you already know what has meaning for your current clients and what points they were most interested in that caused them to make a purchase or get in contact with you.
It always surprises me when I speak with businesses that sell with different messages than they use to market. The ideas that people want and need to know to buy are typically the same things that will attract them to your marketing.
Whether it’s launching a new product/service or looking for a wider audience for your current product/service, challenge the status quo, infuse your campaign with ideas that will resonate with both your team and your audience.
When your marketing has a strong well thought out purpose and isn’t the same boring ads as all your competitors are doing, your target audience will notice the difference and you will become more recognisable as the right choice to do business with.
Ditch the outdated demographics and dive deep into understanding your true audience. Again, we recommend starting with your database in finding out more about your current clients. By doing so you will find out why people bought, what they used the product/service for, what results they got and if they had any challenges with it.
Most of the answers you are looking for to find new clients already exists within your past and current clients information. Align your campaign to find people or businesses with the core desires and needs of your past and current clients, and you’ll create an irresistible connection with new ones.
By the way, once you dig into your current database, reconnect with as many of them as you can. As the old saying goes, “birds of a feather flock together”. Remember, it’s about forging a bond, not just targeting numbers.
Don’t settle for generic segments—narrow your focus and become a specialist. So I need to bring up the database again because there are so many businesses marketing hard instead of smart. Few businesses have only one type of client.
Most databases when they are segmented well [even small databases], have a few different types of people to market and sell to. We believe you should identify micro-communities within your target audience and cater to their unique needs.
By concentrating your efforts on specific niches and their needs, you’ll become the go-to authority for your product/service, but with several niche groups within your larger target audience. This is so powerful because you will find new ways to talk about your offers and new ways to attract new clients.
It’s not uncommon for a business to find they have not been marketing or selling to the best niche group possible. Embrace the power of niche segmentation for creating maximum impact.
Break free from the chains of traditional advertising channels. Embrace the untamed wilderness of unexplored territories. Venture deeper into social media for business, which is a style of marketing on the platforms, not just paid ads. When done right, you can craft some genuine connections that spark conversations with the right people. There are a lot of people on social media wading through all the sales ads looking for good solutions and good people.
Another poorly done and very effective media is email marketing. Done well it is a powerful way to nurture relationships, not just acquire leads. With the right tools and a segmented database [yep there’s that word again], and don’t forget content marketing—it’s a treasure trove of storytelling and value creation. Take the road less travelled and discover the untapped potential.
In a world of noise and clutter, simplicity is your secret weapon. Strip away the excess and “we’re so great” blah blah blah crap from your message to its core essence. What is the core? What worked with your past and current clients! Make every word count.
Focus on clarity, brevity, and resonance. Use images that reinforce your message [do I even need to say no stock images?] Create messages that resonate with your audience’s deepest desires and aspirations, solve their problems. With simplicity as your guiding principle, captivate hearts and minds with ease. Enough said.
Have you clicked on any ads lately? 12 options, payment plans, pages and pages of extra content and testimonials [most fake], it’s a nightmare! Marketing design isn’t just about aesthetics of the ad; it’s about creating delightful, [meaning enjoyable and easy] experiences from beginning to end.
Infuse your advertising and marketing with images and content that make it a pleasure to see, read and follow through on. Remove the friction and barriers to purchase, streamline processes, and ensure seamless delivery and follow-up on your end. Remember, the first impression matters, but it’s the overall experience that leaves a lasting impact. Design for delight and differentiate yourself from the crowd.
If you took the steps we just outlined and just did them as they state, you’d get a different result. But you have to and should want to know what the results look like. If you test 5 ads with these ideas, one will get incredible ‘keep going!’ results.
Two will get better than average and two will do nothing. So you did 5, which one worked, you don’t know unless you measure. You don’t need to drown in a sea of irrelevant metrics, just identify the few key indicators that truly matter. Define your own success metrics aligned with your campaign’s purpose.
Focus on tangible results that move the needle—be it conversions, engagement, or customer satisfaction. Measure what truly matters and let the data guide your marketing decision-making process.
In closing: don’t follow the pack and spend gobs of money and time on frivolous marketing ideas, keep it simple and consistent. Test, measure and go again. It usually takes about 60-90 days to find the winning ads you begin to run consistently and keep getting the same results. Reinvent Your Marketing Game: Unleash these 7 keys and redefine your marketing and advertising success!
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