Marketing can be tricky to navigate. There are several moving parts that, for the last two decades, have been everchanging. Thankfully, how we communicate and interact as a society is starting to stabilize. Nevertheless, marketing can still present a challenge to many business owners. Namely small business owners who are often expected to market in the same ways as larger companies. The challenge is that many small businesses don’t have a dedicated marketing team whereas large companies have employees specially trained to develop effective marketing strategies.
This blog is to help the business owner just starting to dive into marketing. Maybe up to this point your business has been driven by word of mouth or perhaps you haven’t had time to devote to marketing. Regardless of the reason using some basic marketing tools can really help take a lot of work off of your plate.Though we couldn’t begin to cover all the facets of marketing in this blog we are going to define two major marketing tools–the marketing funnel and the website. Additionally, we will explain where to focus your marketing efforts if you are just starting to be intentional about your marketing strategy.
Wikipedia defines the marketing funnel or “purchase funnel,” as “a consumer-focused marketing model that illustrates the theoretical customer journey toward the purchase of a good or service.” The idea of a marketing funnel is not a new one but in the last decade it has undergone a major makeover. Gone are the days of the salesy, cringeworthy funnels of old. Businesses have shifted to focus on the customer experience. Ultimately the goal is to show people the value that can be added to their lives through the product or service being offered. This is done with a deep understanding of your target customer’s needs. When you understand their needs you can come up with a hook that will really speak to them, then you can appeal to their emotional mind and their logical mind. Not only is the funnel a beneficial concept for your target customer but it saves you a lot of time as well. When people go through the funnel journey what is offered will either resonate or fall flat. Essentially, it naturally filters out individuals who are not a fit for your product or service while simultaneously providing your ideal customers with offers that allow them to get a taste of what you provide. The funnel is effective and important because it carefully leads your target customer down a path that ultimately gives them a greater understanding of your business while encouraging them to buy.
Though funnels are important it does not mean that the website is dead. Having a simple easy to navigate website that explains your business is still important. But it has to be just that! Consumers expect easy to understand information laid out in a visually appealing way. The good news is that no longer do you have to spend $10,000 or more to have a website built. With website building templates you can either attempt to tackle it yourself or pay a professional a much more manageable price to build one for you. Regardless of which direction you go, don’t underestimate the value of a great website!
Now that you have a basic understanding of the funnel and website you may be wondering where to begin. Well like we often say, really anywhere–just begin! But we would recommend beginning with the website and here is why. Though a funnel can be a much more precise tool often, after being led through a funnel your target customer will still want to do research by way of your website. It is natural for a consumer to want to legitimize a business via their website so it is beneficial to have that in order first. Also, in terms of time a website can be much simpler to set up–especially in the beginning. It can always be expanded upon or updated further on down the road as you establish yourself in the market. We hope this has been encouraging to the business owner who feels like marketing is too complex, involved, overwhelming, etc. Once you know where to begin it becomes easier to lay out the steps that need to take place to get there.
If you are interested in having your website built or updated contact us at: https://thecentr.com/ we would love to work with you!