marketing for small businesses

Today’s post is about fishing

Here’s a story. My grandfather would drag me every summer to a lake in Minnesota. It was the most GOD-AWFUL experience for a teenage girl. He would take out the boat early in the morning. Every once in a while he would grunt and stop the boat. Hour after hour we would circle the open waters looking for mudflats. To my casual observation it was hellish – looking back on it – it was brilliant.

Rather than wasting a whole bucket of minnows or worms on worthless feeder fish he was looking for the elusive Walleye – the prized fish from that lake.

So you might be wondering why I’m talking about fishing…

Well – it’s because most people who are struggling with business are fishing in the wrong place.

Struggling business owners spend all of their valuable time fishing for customers in the wrong places. They use their best bait trying to land any kind of customer. Then they focus all their attention to get any prospects into their boat. At the end of the day the results are disappointing.

All the while they ignore the big fish swimming close by. Sooner or later the average fisherman gives up, and takes up golf.

This is my formula to become a better fisherman…

1) Know your fish

Where does your fish hang out? Are they local clients hanging out at Chamber events? Are they businesses on the internet? Does your business cater to a specific type of business customer, or a consumer.

2) Plan your fishing trip, and be patient

Find out information about the lake. Don’t throw all your bait (advertising and networking) away at the beginning of the fishing trip. Put out a feeler line in a spot. When you get a bite, plan to fish in that same spot until the fish move somewhere else.

3) Bring enough resources

Fisherman are very resourceful. They bring enough resources to stay out on a lake all day long. Translated, don’t go out on the lake of business unless you can wait out finding the big fish. Better to wait until you have the resources, than take short trips back and forth to shore. You’ll have a better chance finding the real fishing spots, not just the obvious shore fish.

4) Become a better fisherman

Fishing is about patience – I’ve found that many business owners suffer from impatience. They think every fish swimming by will be so enamored with their bait fishing will be easy. They don’t realize how picky fish are. You’re target market is looking at bait from a lot of lures. When you know what tickles your target market’s fancy your bait will be the most attractive. The only way that happens – know your fish

Are you still struggling planning with your fishing trips?

Last piece of advice don’t assume it’s the equipment. Smart fisherman won’t buy a bigger boat, or a better lure. Translated to business – Smart marketing doesn’t need a bigger website, or brand advertising. Targeted direct marketing maybe the bait you need to find your prize fish.

As my grandfather always said – you won’t get more fish with a bigger boat, but you will feed your family with patience.

So today’s question to ask yourself – are you fishing in the right pond (location) for the right fish (customer) with right bait (marketing/advertising/sales process)?

Shameless plug – if you aren’t sure you’re reaching the right clients contact a marketing professional (such as Lady In Red Marketing) for a second opinion. Better to work with a professional fisherman than starve.

Until next time – live with passion and market well

Christine Cavaliero
Owner – Lady In Red Marketing

Lady In Red Marketing is your virtual marketing partner helping you maximize your business results – Like us on Facebook. BestSEOinTown helps you reach your internet customers with social, mobile and internet marketing.

My thoughts center around measurement today.

I know we’ve all had a long, cold (and here in Connecticut) snowy winter. How much snow? By most people’s estimation – too much, but by skiers estimation not enough… At my house we’ve had about 95 inches of the white stuff. Which equal the following metrics. I measure it by paying for 8 driveway plows, but my daughter’s summer vacation is a little shorter this year. They added another week in June to make up the 5 snow days. My point? Everyone measures things differently despite the face we’re still measuring the same thing…results from snow.

When a prospective client contacts me the first order of business is knowing what results they want their marketing to accomplish. Visibility, sales, email sign ups, SEO, traffic, social dialog… the sky is the limit. As a former boss and mentor said – you can’t manage what you don’t measure. You need a goal to shoot for to create a good marketing campaign. What do you want to measure with your social marketing initiative?

The newest changes to FB fan page administration give us more robust marketing data. We can see when people are reading posts, or liking our FB page. (PS – that’s a hint – visit my facebook page and click the like button). When you need to get interaction – ask a question. How about posting some pictures or a video. Use your voice, and make a big noise on the web.

Still small business have a little (or big) of fear of the web. For example, a small business owner is already overwhelmed by the day-to-day operations. On social networks the discussion is more frequent, but less sales oriented. Adding a marketing tactic where they need to manage frequent interaction is not in the cards. Get in the social game, and start to share some knowledge.

Don’t shy away from using the tools. Hiring a social marketing consultant to manage some details may be warranted. Either way plan accordingly – you need to keep up your social discussion thread. Bottom line – Get a group of loyal followers who want what you offer – and talk to them often.

While I can’t promise specific results I’ve seen business owners double website/social traffic results in only 90 days from a robust social marketing program. Let’s chat if you’re interested in hearing about driving traffic to your small business by website, social or mobile marketing. Our services work for clients who want to dominate their local marketplace with underground business marketing.

Here’s to a successful week – market well!

Christine

According to a Huffington Post 70% of small business owners have a FB page – read the article.