One of the most interesting challenges in marketing is that the people who know their businesses best aren't always the people who find it easiest to market them. In fact, your expertise can sometimes make marketing harder.
As a business owner, you understand your industry. You know the terminology, the processes, the products and services you offer, the technical details, and the things that make your approach different from your competitors. Your customers don't necessarily know any of that. And they shouldn't have to.
A potential customer shouldn't need to become an expert in your industry before they can understand what you do, why they need it, or how you can help them. That's where effective marketing comes in.
Good marketing isn't necessarily about saying more. It's about making the right information easier to understand.
What I Look for When I Review a Business's Marketing
When I review a company's website or marketing content, I'm not just looking at whether it looks good. I'm looking at whether it communicates effectively. With that, there are several questions I ask.
Clarity
Do I understand what this business does within a few seconds?
Your website doesn't have to explain everything immediately. But a potential customer should be able to quickly understand what you offer and whether your business might be relevant to them. If someone has to search through several pages to figure out what you actually do, this offers your the opportunity to improve messaging.
Audience
Is this written for your, a business owner… or your customer?
This is one of the most common challenges I see. Business owners naturally talk about what they know: their process, their credentials, their products, their technology, and their experience. Those things can be important. But customers are usually asking a different question: "What does this mean for me?" Effective marketing connects what you do to what your customer needs.
Value
Does the marketing explain why someone should care?
Listing a service isn't the same thing as explaining its value. For example, a company might tell you that it offers a particular technology or specialized service. But does the customer understand what problem that service solves? The goal isn't simply to explain what you do. It's to explain why it matters. (I dive into the importance of value in this month’s webinar.)
Consistency
Do your website, social media, email, and other marketing materials tell the same story?
Your marketing doesn't exist in individual pieces. A customer might discover you through social media, visit your website, read an email, and then contact you. Each of those interactions should reinforce the same understanding of your business. Your messaging doesn't have to be identical everywhere. But it should be consistent.
Call to Action
Does the customer know what to do next?
Once someone understands your business and sees the value you offer, what's the next step?
Should they call?
Schedule an appointment?
Request a quote?
Purchase something?
Send an email?
A strong marketing message shouldn't leave your customers wondering what they're supposed to do next.
Content
Is the business demonstrating expertise—or simply promoting its products and services?
Marketing is more than saying, "Buy this." Some of the most effective content educates customers, answers questions, addresses concerns, demonstrates expertise, and builds trust. Promotion certainly has a place in marketing. But if every post, email, or interaction is simply asking someone to buy something, you're missing opportunities to build a relationship with your audience.
Marketing isn't just advertising.
It's communication. And good communication gives people a reason to pay attention before you ask them to buy.
So Where Does a Marketing Subscription Fit?
This is where Bennett Boen Marketing Group comes in. Many small businesses need marketing help, but hiring a full-time marketing employee isn't always practical. At the same time, a traditional marketing agency or large campaign may not be the right fit either.
You may simply need someone who understands your business, knows how to communicate it, and can consistently help you move your marketing forward. That's the idea behind a marketing subscription.
Rather than hiring a full-time employee or purchasing a large, one-time campaign, clients can receive ongoing marketing support at a predictable monthly cost.
Bennett Boen Marketing Group offers three levels of support:
Starter
For businesses that need consistent, foundational marketing support.
Growth
For businesses that need more ongoing content and marketing support.
Strategy
For businesses that need a higher level of strategic guidance and consulting.
The goal isn't to fit every business into the same marketing package.
It's to provide a level of support that makes sense for where the business is today.
And, there's another important advantage to an ongoing relationship: Consistency.
Marketing works better when it isn't something you think about only when business slows down or when you suddenly realize you haven't posted on social media in three months.
A monthly relationship gives us the opportunity to learn your business, understand your audience, evaluate what's working, identify what isn't, and continuously improve what you're putting into the world. Over time, I can get to know your business—not just your logo, your services, or your social media accounts. I can understand what you're trying to accomplish and help you communicate more effectively.
Marketing Doesn't Have to Be Complicated
At the end of the day, I'm not simply creating Facebook posts, emails, graphics, or websites. Those are tools. The bigger question is: What do we want people to understand about your business—and how do we communicate that clearly?
Maybe your business offers a complicated product. Maybe your service requires technical knowledge to fully understand. Maybe your website contains plenty of information but isn't converting visitors into customers. Maybe your social media needs a strategy beyond promotional posts. Or maybe you simply need someone who can step back, look at your marketing objectively, and tell you what is working, what isn't, and what could be improved. That's what marketing support should do.
Your business is complicated because you know it inside and out. Your marketing shouldn't be. If you're wondering what your marketing looks like from the customer's perspective, let's take a look at it together. Book a marketing consultation and have your website and content reviewed at no cost.
