“Your brand has to be your personality. Don’t speak in a way that you wouldn’t talk on radio, and don’t present yourself in a way that you wouldn’t dress in a boardroom.”
Yoco’s ‘Facebook: Grow Your Business’ workshop explored modern-day marketing techniques, delving into social media and branding. Attendees ranging from concept to established businessmen and women, came to gain knowledge on how to market their businesses. Although at different phases of their business journeys, they all shared great business ideas and a fiery entrepreneurial spirit.
Entrepreneur and guest speaker, Litha Sontange, guided the audience through the fundamentals of setting up an attractive social media profile, fostering and retaining client relationships, and converting online marketing efforts into sales. Below are five lessons our sales and marketing team drew from the workshop.
- The Marketing Funnel
“The new currency of exchange is attention…” and time. – Gary Vaynerchuk
When sharing content, it is imperative that you are offering your customers something that will drive them forward. Whether it’s information, advice, or something that sparks emotion, you need to add value by providing them with relevant content.
The marketing funnel paints a picture of the client process. It systematically moves from discovery, to intent, to loyalty; each of these steps hold their own objective.
Litha stressed the importance of planning by developing a good content plan. He said, “you wouldn’t build a house without laying the foundations first.” And we agree. Having a structured, timely schedule for your content is essential. For more on how to make a content plan, check out Hubspot’s full guide: https://blog.hubspot.com/marketing/content-marketing-plan.
- Target audience
You can plan all you like but if you are sharing your content with the wrong people, you won’t have much luck converting leads to loyal buyers of your product or service. There are two main objectives in reaching out to your audience:
i. Pinpoint exactly who your audiences members are and what they want. In marketing terms, this is known as the ideal buyer persona.
ii. With point i in mind, you can then customise your communication with your audience. Marketing today is all about the customer – so speak their language.
The diagram below displays the advertising process.
Objective ➠ Audience ➠ Format ➠ Measurement
What we discovered at the event, was that business owners have an idea of their audience and how to market their products and services. However, they often lack objective or strategy behind their marketing campaigns, and lack the tools to measure them. By measuring results from previous adverts, one can gain insightful predictions on what will and won’t work in future campaigns. Facebook provides valuable insights and analytics such as reach and engagement metrics, and the new Facebook Pixel plugin acts as a tracker for your website and other online activity.
“You only have 0.3 seconds to capture your audience’s attention. Make it count.”
In a fast-paced society where people can have their needs and wishes met at the click of a button, it can be quite tricky capturing the attention of your audience. There is already a massive amount of content out there, and yours will only stay relevant for so long. Give your prospects a reason to listen and make those first impressions convert!