You don’t need to promote your business everywhere. You need a few useful ways to reach the right people and help them become customers.
That can be hard to remember when every platform seems to want your attention. Someone recommends Instagram. Someone else says you need ads. Meanwhile, you still have a business to run.
Start with your customers. Understanding how they look for help makes choosing where to market much easier.
Think about what your customer needs
Picture someone who might buy your service. What has happened in their life or business that makes them need you?
A homeowner with a leaking pipe needs help quickly. Someone planning a kitchen renovation has more time to compare ideas and prices. Both need a contractor, but they may take different paths to find one.
Write down the problem your customer wants to solve. Then ask where they would look for help and what they would want to know before contacting you.
Be specific. “Small business owners who need help catching up on bookkeeping” gives you more direction than “anyone who owns a business.”
Ask your customers how they found you
Your recent customers can give you useful clues. Ask what first introduced them to your business and what helped them choose you.
They may mention more than one place. A friend might recommend you. They might then visit your website and check your social page before calling.
Keep a simple record of those answers. Look for patterns among the customers who were a good fit.
If you’re just starting, ask potential customers where they would look for your service. Their answers give you a starting point to test.
Give each part of your marketing a job
Different types of marketing can help at different points in the customer’s decision.
- Your local search listing can help nearby people find your business.
- Your social posts can show your work and answer common questions.
- Your website can explain your services and help people contact you.
- Your emails can keep you connected with people who signed up to hear from you.
- Your business relationships can lead to useful introductions.
Think about how these pieces work together. A social post might catch someone’s interest. Your website then needs to help them understand the service and take the next step.
Start with a plan you can keep up with
Choose one main way to reach potential customers. Then make sure those people have a clear way to learn more or contact you.
For example, a local cleaning company might start by improving its local search listing and service page. A consultant might focus on networking and a simple process for requesting a call.
Consider how much time the plan needs each week. Include the time spent answering questions and following up.
A small plan you can maintain is a useful place to begin. You can add more when you understand what works for your business.
Count the full cost
Your marketing costs include more than ad spending. You may also pay for photos or software. Your time matters too.
Set a spending limit and decide when you will review the results. Allow enough time for customers to make a decision about your service.
Someone booking an urgent repair may decide today. Someone choosing a website designer may take several weeks.
Track something that matters to the business
Pick a clear goal such as suitable inquiries or booked appointments. Keep a record of where those opportunities came from and what happened next.
If people visit your website but don’t contact you, check the page and offer. If you receive inquiries from people you can’t help, review your message. If suitable inquiries arrive but go unanswered, fix the follow-up process.
These details help you decide what needs attention.
Your next step
Write a short plan that names your customer and the service you want to promote. Choose where you will reach them and what you want them to do next.
Add your spending limit and a review date. Keep the plan somewhere you can see it.
You now have a reason for your marketing choices. That makes the next “you really need to be on this platform” conversation much easier.
