I hate to break it to you, but most of the old ways of marketing don’t work anymore. Or at least, not as well as they used to! The way that we used to grow our customer base, or get attention from our markets can now actually do the opposite: they can turn them away. Everyday, we’re bombarded with adverts. They’re in the TV show you watch, on banners in the town you live in, spread out all over your Facebook feed: they’re everywhere. But I’m here to tell you that it’s ok, there is still a way to reach your audience! *panic over*
It’s all about connection. You need to take the time to create a real connection with your audience. Human beings crave connection of all kinds. We want someone who gets us, who hears us, who sees us. Old fashioned marketing tactics tend to forget that you’re marketing to a real person who thinks, feels, wants, needs and dreams.
I don’t know about you, but if you’re anything like me, you hate promoting yourself. You hate sounding like a sales person, or coming across like you want to get something from your clients. It makes me feel icky, and weird! I’ve never been able to do it, but that doesn’t mean that I’m doomed as a business owner, and neither are you!
So this is where connection comes in. It’s focusing on whispering to your customers that you hear them, you see them, you understand them. You know what they want.
But… how do you even do that?!
No worries, I’ve got you ;) It starts with one simple step: knowing your customer. I mean, really knowing them. Figuring out who they are, how old they are, what kind of books they like to read, who they love to follow on Instagram, what they do for a living, what food they like to eat.
If you’re more of a visual person, I’d love to point you towards a Youtube video created by someone I truly admire, Jasmine Star. Jasmine discusses everything you could ever want to know about creating an “ideal client profile” in this video, and it comes with a brilliant exercise that I’ve done myself to help me figure out who my ideal client is!
Once you figure out who you’re wanting to target, and why, you’ll be able to start to SERVE them.
Why would you want to serve them? Because that’s how you get people to trust you, to connect with you. Think about it; instead of always asking someone to do something for you, if you give them something, they’re more likely to trust you, respect you, and connect with you… right?
My challenge to you is to think about what your ideal client would most like to receive from you. It could be in the form of blog posts, videos, podcasts, social media posts, letters… whatever it is, how can you serve them? What can you do to make them connect with your business on a deeper level?
I hope that this is helping you see that connection is the way forward for marketing your business, no matter how big or small! It has certainly worked for me, and I can’t wait to see how it works for you :)