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I’m going to talk a little bit about mindset today and what I believe is a really healthy mindset to have when you approach your marketing.

This applies whether you’re a startup business or a business that has been established for a long time, but in small business I think it’s really important to be brave and to back yourself.

Marketing is not an expense.

Marketing is an investment, so it should actually lead to a return on your investment.

In business, sometimes we have to commit to an expense that is out of our cashflow comfort.

If we have ambitious growth goals, we will need to outlay some expense and marketing might be one of those investments that you need to look at.

You do need to have some bravery and you do need to back yourself.

It definitely helps to make sure that you’re in a position to do the best marketing that you can so that your investment does return for you.

Nevertheless, sometimes it will require that brave mindset.

There’s five reasons as to why you need bravery in marketing.

 

Marketing is an investment

Anyone who thinks that marketing, even social media marketing, is free is deluding themselves.

Marketing is not free.

Somebody has got to do it, marketing doesn’t just happen.

There might be channels that we can set up free profiles on. It doesn’t cost us any money to set up a Facebook page or an Instagram profile. It doesn’t even cost us if we want to put some content out through the newsfeed via those channels.

But if you actually want that content to make a difference to your business, it does start to cost.

And guess what? To set up the Facebook page and to set up your Instagram profile, to produce the content that you can essentially post for free, that all takes time.

At some point you are investing time or money into your marketing regardless of the channel and the amount of marketing that you do.

So, you need to be brave enough to make that investment.

 

You need to get comfortable making decisions

Some pretty big decisions that you’re going to have to make along the way are going to be to do with financials and you need to make the decision to back yourself.

You’re also going to need to make decisions from a strategic point of view, so you’ll need to focus on which business priority to invest in achieving.

With a small budget, it’s really important that you choose one or two business priorities to invest in and to really throw everything at achieving that goal.

I’m a small business owner myself. I want to do everything, and I want to do it now.

There’s all of the things that I want to do and there’s all of the business priorities that I think I need to achieve.

Over the lifetime of my business, let’s hope I do.

When I’m planning my next 12 months of marketing, I need to be really focused with what it is my business needs to do now (this year) so that when it comes to our marketing investment, we are chasing the goal that we need to achieve now.

So, that’s smart marketing investment.

If we have a hundred things that we’re trying to achieve, we’re throwing our marketing dollars at a hundred things that we’re trying to achieve.

Keep it simple.

You’re going to need to make decisions about that. You’re also going to need to make decisions about who you want to show up for.

I can’t tell you how many businesses I have asked the question “well, who’s your target market?”

 

Who is your target market?

“Oh, anyone from a three year old to a 99 year old”.

Technically, that’s absolutely possible for some businesses.

So, sure, I guess if you’re a physio, you do treat a three year old and you probably do treat a 99 year old.

However, I’m pretty sure it’s not the three year old that’s making the decision to pick up the phone and call your number to book that appointment for themselves.

In fact, I think for any child up to a certain age, none of them are actually making the decision to pick up the phone and call that physio to get their knee treated or whatever the case may be.

The decision maker there is actually the mother.

So, all of a sudden, we’ve ruled out a whole age bracket based on the fact that they’re actually not the people that make the decision to buy.

Then we can start becoming a little bit more focused.

If we look at the majority of the customers that we do the best work for, it’s people that look like this.

They are the ones that don’t complain about our prices and the ones that actually value what we sell.

They are the ones that come back and buy from us again.

They are the ones that leave us reviews and tell their friends and family about us.

They are the customers that we want to attract.

They are the ones that we want to go after with our marketing.

So, it really pays to make some decisions.

I know there’s a lot of FOMO when you go “Oh, but what if? Once, I served a 70 year old, or once I sold a packet of this to someone who looked like this”

We are not interested in the once offs; we’re interested in the bulk.

We want to know where we can make real impact.

You’ll need to make some decisions around where that is and be brave enough to have the FOMO and not worrying about the once or twice customers.

Another thing to remember is just because you decide to target a particular niche as your community and as your target audience, it doesn’t mean that the odd person from here or there is not going to buy from you.

They probably still will.

But in terms of where we focus our marketing dollar, we need to focus it on the people that will be the most valuable to our business and who will actually find the most value from us.

 

Lean in to the marketing process

Again, this takes bravery and backing yourself to say “If I decide to do marketing, I am just going to commit to this. I’m going to commit to make it work. I’m going to get the team on board”

The businesses that I’ve noticed have done the best over the years of working with many small businesses, the ones that have got the best results with their marketing are the ones that really lean into the process.

They follow the strategic marketing process.

They really measure and optimize to see what marketing is working, and what’s not.

They devote the resources that are necessary to that marketing.

They get the team on board.

There’s not a lot of point in just having one marketing champion in your organization if the rest of the business is just doing whatever they please, or they’re not really in touch with the promises that you’re out there making.

When customers are coming back to your business and expecting this level of service or this particular product, or for you to at least know what your marketing is doing, then there’s a real friction point and a cause for disappointment.

So, lean in, get the crew on board, and give it all you’ve got.

Be prepared to be curious, be prepared to do a bit of trial and error and really be prepared to make that work.

Lead with passion.

Make this marketing effort something that you wholeheartedly believe in.

Turn up with passion because your customers will feel that passion.

They want to know that you do back yourself and that you do back the delivery of the product and the service that you sell, and that you believe in that brand.

If you lead with passion, if your employees lead with passion, this will be infectious.

That is the kind of energy that needs to differentiate you from the competition and that helps you stand out in a crowd.

 

Commit to consistency

All too often I see small businesses in a downtime, and so they go “Oh, better get onto that marketing”.

Or sales are flailing, or their business is stagnant, so they get onto the marketing.

They make a concerted effort maybe for three or four weeks, and then they get busy and marketing falls by the wayside again, or another priority pops up.

This is where it’s really important to have one business priority, so you can always be focused on achieving it.

Know that consistency and persistency is absolutely key.

As soon as you drop out of sight of your customers or your target audience, you’re gone.

If you do your marketing for three or four weeks or two months, and then you’re gone for the next 10 months, then that two months of marketing that you’ve done would probably be completely wasted in time and effort.

Everybody today is bombarded with so much information.

Think about all the channels that we have pushing out messages to us at the moment.

Our short-term memory, and even our long-term memory, struggles under the load.

You can’t expect people to remember you just because you’re always present with yourself.

You always know about your organization. You know your doors are always open and that your website is out in the world.

That doesn’t mean that people can see you.

That just means that if people are searching for you, on the off chance they might find you.

Don’t leave it to the off chances and mights.

You can control how visible you are by simply being consistent and persistent with your marketing activity.

So, there’s five very good reasons to really focus your mindset around being brave, leaning in and committing to doing really fantastic marketing.

 


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Podcast Transcript:

Jane Hillsdon:

I’m going to talk a little bit about mindset today and what I believe is a really healthy mindset to have when you approach your marketing and look, this applies to a startup business or to a business that has been established for a long time, but in small business, I think it’s really important to be brave and to back yourself, marketing is not an expense marketing is an investment, so it should actually lead to a return on your investment. In business, you know, sometimes we have to commit to an expense that is out of our cashflow comfort. If we have ambitious growth goals we will need to outlay some expense and marketing might be one of those investments that you need to, to look at. So you do need to have some bravery and you do need to back yourself.

It definitely helps to make sure that you’re kind of in a position to do the best marketing that you can, so that your investment does return for you. But nevertheless, sometimes it will require that brave mindset and there’s five reasons actually as to why you need that bravery in marketing. The first is exactly that, you know, marketing is an investment. Anyone who thinks that marketing even social media marketing, anyone who thinks that marketing is free is deluding themselves. So marketing is not free. Somebody has got to do it. So marketing doesn’t just happen. And there might be channels that we can set up profiles on. And it doesn’t cost us any money to set up a Facebook page or an Instagram profile. And it doesn’t even cost us if we want to put some content out through the newsfeed via those channels.

But if you actually want that content to make a difference to your business, it does start to cost. And guess what? To set up the Facebook page to set up your Instagram profile, to produce the content that you can essentially post for free, that all takes time. So at some point you are investing time or money into your marketing, regardless of the channel and the amount of marketing that you do. So you need to be brave enough to make that investment. Number two is that you need to get comfortable making decisions some pretty big decisions that you’re going to have to make along the way going to be well to do with financials you do need to make the decision to back yourself. But you’re also going to need to make decisions in from a strategic direction, point of view.

So you’ll need to focus on which business priority to invest in achieving. So you’ll need to kind of with a small budget, it’s going to be really important that you choose one or two business priorities to invest in and to really throw everything at to achieve. I know I’m a small business owner myself, you know, I want to do everything and I want to do it now. And there’s all of the things that I want to do. And there’s all of the business priorities that I think I need to achieve. And over the lifetime of my business, let’s hope I do. But when I’m planning my next 12 months of marketing, I need to be really focused with what it is my business needs to do now this year. So that when it comes to our marketing investment, we are chasing the goal that we need to achieve now.

So that’s smart marketing investment. If we have a hundred things that we’re trying to achieve, then we’re throwing our marketing dollars at a hundred of those things that we’re trying to achieve. So keep simple. So you’re going to need to make decisions about that. You’re going to need to make decisions about who you want to show up for, you know I can’t tell you how many businesses that I asked the question, well, who’s your target market? Oh, anyone, anyone can buy, anyone from a three year old to a 99 year old. Technically that’s absolutely possible for some businesses. So sure. You know, I guess if you’re a physio, you do treat a three-year-old old and you probably do treat a 99 year old, but I’m pretty sure it’s not the three-year-old, that’s making the decision to pick up the phone and call your number to, to book that appointment for themselves.

In fact, I think for any kind of child up to a certain age, none of them are actually making the decision to pick up the phone and call that physio to get their knee treated or whatever the case may be. So the decision maker there is actually the mother. So all of a sudden we’ve ruled out a whole age bracket based on the fact that they’re actually not the people that make the decision to buy there. Then we can start becoming a little bit more focused and we can go, well, actually, you know, now we’re being real. You know, if we look at the majority of the customers that we do the best work for, it’s people that look like this, these are the ones that don’t complain about our prices. These are the ones that actually value what we sell. These are the ones that come back and buy from us again.

These are the ones that leave us reviews and tell their friends and family about us. They’re the customers that we want to attract. They’re the ones that we want to go after with our marketing. So it really pays to make some decisions. It’s tempting, and I know there’s a lot of FOMO when you go, Oh, but what if are? But once, you know, once I served a 70 year old, or once I sold a packet of this to someone who looked like this, not interested in the onces we’re interested in the bulk, we want to know where we can make real impact. So you’ll need to make some decisions around where that is and be brave enough to have the FOMO of not worrying about the once or twice, you know, I’ve served this customer or that another thing to remember there too, is just because you decide to target a particular niche with your customer as your community as your target audience.

It doesn’t mean that the odd person from here or there is not going to buy from you. They probably will still, but in terms of where we focus our marketing dollar, we need to focus it on the people that will be the most valuable to our business and who will actually find the most value from us. Another really important thing is to lean in. And again, you know, this takes bravery and backing yourself to go, do you know what I’m not. If I decide to do marketing, I am just going to commit to this. I’m going to commit to make it work. I’m going to get the team on board. The bit that, you know, the businesses that I’ve noticed that have done the best over the years of working with many small businesses, the ones that have kind of got the best results with their marketing are the ones that really lean into the process.

They, you know, follow the strategic marketing process. They really measure and optimize to see what marketing is working, and what’s not, they devote the resources that are necessary to that marketing. They get the team on board. You know, there’s not a lot of point of just having one marketing champion in your organization and the rest of the business is, just doing whatever they please, or they’re not really in touch with the promises that you’re out there making. And therefore, when customers are coming back to your business and expecting this level of service or this particular product, or for you to at least know what the marketing is doing and then that’s a real friction point and a cause for disappointment. So lean in, get the crew on board, give it all it’s got, you know, be prepared to be curious, be prepared to do a bit of trial and error and really be prepared to make that work. Lead with passion.

You know, again, make this marketing efforts, something that you wholeheartedly believe in, turn up with passion because your customers will feel that passion. And they want to know that you do back yourself and that you do back the delivery of the product and the service that you sell, that you believe in that brand. And if you lead with passion, if your employees lead with passion, this will be infectious. This is the kind of energy that needs to kind of differentiate you from the competition that helps you stand out in a crowd. And finally, commit to consistency. You know, all too often, I see small businesses you know, they’re in a downtime, they’re in a quiet time. And so they go, oh, better get onto that marketing. Or, you know, sales are flailing or their business is stagnant.

So they’re like, Oh, quick, let’s get onto that marketing. And they make, you know, a concerted effort maybe for three or four weeks, and then they get busy and marketing falls by the wayside again, or another priority pops up . Again, this is where it’s really important to kind of have one business priority. So you can always be focused on achieving that. But know that consistency and persistency is absolutely key. As soon as you drop out of sight of your customers or your target audience, you drop out of sight, you’re gone. So if you do your marketing for three or four weeks or two months, and then you’re gone for the next 10 months, then pretty much that two months of marketing that you’ve done would probably be completely wasted in time and effort. So everybody today is bombarded with so much information.

You think about all the channels that we have, you know, pushing out messages to us at the moment our short-term memory cannot. And even our long-term memory struggles under the load. So you can’t expect people to remember you just because you’re always present with you. You always know about your organisation. You know, your doors are always open and know websites out in the world. That doesn’t mean that people can see you. That just means that if people are searching for you on the off chance, they might find you, but don’t leave it to the off chance and might find you, you can control how visible you are by simply being consistent and persistent with your marketing activity. So there’s five very good reasons, I think, to you know, really kind of focus your mindset around being brave, leaning in and committing to doing really fantastic marketing.

 

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