Does your small business need marketing help without the cost of a big agency?
Are you tired of having everyone tell you what’s unique about your business and even you’re confused as to your key message?
In 2019, accomplish taking back your key message and create compelling marketing on a shoestring budget. I’ll tell you how in a minute…but first, let’s look at why you need to get control of your marketing today.
Imagine for 2018 you’d decided to tackle a few of your marketing and sales items, and on your list was to redo your website.
You had a meeting with a few website companies, and they said they could help. They asked you a few questions and started designing your site. When you saw your final product, the website looked great, and it was faster, but there wasn’t much content on the home page.
As you clicked through your site, you noticed the about page, your services, product pages, and contact page had almost no content at all. A paragraph about the company the address and phone number, no information to help a client decide to do business with you.
There was no content explaining why you are different from your competitors. It’s unfortunate, but most websites are designed to look nice and yet say nothing at all.
You paid for the new website design and forgot to ask about writing the copy. Most web designers don’t write, or if they do, they have a few questions to write about your company generically. They don’t take the time to write in a client-focused way that would emotionally connect with your clients. You paid them to design, not write copy.
Now imagine, your focus for 2018 social media? You hire a company to set up a business page on each channel, and post. It was going well, and for a while, you were getting likes and shares. Your information was new, and people liked seeing your posts.
However as the year went on, the posts and pictures started to look the same. You weren’t sharing anything about what your company stood for, what sets you apart, how you serve your clients. You started to sound like everyone else and got lost in the sea of content.
Again you paid the company to set up your channels, start posting and get content on your pages, not to learn about you and write posts that would connect with your clients.
Looking back, your approach to a new website was ok...but not great. You needed a faster site with current tools to help drive business. But without relevant content, you paid for it to look good.
Your dive into social media was sudden and short. Social media is about consistency. Sharing educational and relevant information with your target audience so they learn more about you and how you can solve their problems.
Yes, you probably needed to update your website, and you should have started social media a while ago, but better late than never.
The problem is this type of marketing, the kind where you feel it’s time for a change, but you’re not sure what to start with, leads to fragmenting your business’s key message. More importantly, it doesn’t help you stay consistent, relevant and build your brand.
Now for 2019, you’ve decided to really go for it. You start talking to big marketing agencies. These companies have worked with larger national brands, your thinking is the bigger, the better.
However, when you receive their proposal, you realize it’s not a fit. What the large marketing agency is suggesting is way outside your budget.
Now, you feel stuck. You know you need to be doing a better job marketing your business, sharing a consistent message and staying in contact with new, current and past clients. But you don’t know how to move forward.
There are many options available to you.
First, you could hire a full-time marketing manager to run all of your marketing for you. This comes with a high price tag when you add up salary, insurance, and benefits.
Second, you can hire someone on a bid for work site to create some inexpensive ads, content, and emails to stay in contact with your current, new and past clients. The quality may be ok, but the message still breaks away from your company’s brand and voice.
The third option is where you should be focusing. Hiring a contract copywriter trained in direct response copy, SEO, marketing and sales. This type of copywriter can help you with your key message, your print, and online marketing and content. Often a contract copywriter paid by project or on retainer has a smaller investment than a full-time employee. Most copywriters run their own small businesses. Reputation and quality of work are of the highest priority to a freelance copywriter.
By doing the best possible job for their clients, you, the copywriter is hired again. The depth of client knowledge, the consistent client message, and all marketing pieces work together in sales funnels to lead the target audience to buy from you.
By hiring a marketing and sales copywriter, you will control your key marketing message. By collaborating with your copywriter to dial in your key message, you’ll be explaining who you are, what you do, why your USP matters to your clients and how you can help them.
Your key message should the focus on a longer content about page. This message should also be used across your social media platforms. Keep in mind, you need the keywords clients are using to search for you as part of your content.
Once a copywriter has spent time with a client, learning about them, creating your key message, the move into writing all the marketing pieces and online content is second nature. Your copywriter is now able to develop sales emails, follow up autoresponders, promotional material for products and services, all the marketing you need to grow your business. You are able to rely on a marketing and content copywriter to keep your message consistent without the cost of hiring a large marketing agency.
To see how you can take control of your marketing and get started with a consistent key message and social media management today, contact me through my contact form. The questions will help make a consultation call the most productive it can be. To get started today, give me a call at 920-858-5105.
Eva is a marketing copy and content writer. Her goal is to help businesses set themselves apart and grow!