There are five key reasons a small business needs a marketing platform.
I’m amazed in talking to small business owners how many either don’t have the money, time or awareness to build a marketing platform for their businesses.
As you can see from the above infographic–the marketing platform is the nerve center for all advertising, marketing, prospect and customer engagement.
It’s the “entity” that you lead radio, TV, print, direct mail advertising to. All roads lead to the marketing platform.
These are what we do for our clients…but it all starts with our three-point strategy to determine your best approach and content.
You may also schedule a free consultation for us to best determine the most effective marketing platform for your business.
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5 Key Reasons Your Small Business Needs A Marketing Platform:
Host: John D. Verlin
Good afternoon, John Verlin with On Demand Advertising Solutions, Digital Marketing Update, podcast #18.
I wanted to get right to it.
I wanted to talk to you today about the importance of a marketing platform for your small business. I know I brought this up before in a previous podcast, but I wanted to go into more detail today.
I was at a chamber coffee this morning talking to a young chiropractor. He was a member of a chiropractic team in the town I live in. We were actually kind of talking about this, and I went in and explained to him why this is so important.
They hired a marketing person. Plan to hire myself or someone to do their social media.
But, as we were talking about what elements make up this marketing platform, and his eyes kind of lit up. When I touched on some of this because he hadn’t really thought of it. He’s on their marketing board.And they weren’t even aware of it.
So, that’s why I want to go in to this. This is something I’m seeing quite a bit, to be honest with you.
Is a lack of understanding of the importance of a marketing platform for most small businesses.
They look at it like, not everybody, but I’m seeing this as an afterthought, a luxury. Ah, I can’t really afford this. It’s kind of a hassle. An afterthought.
So, five things you need to be aware of, of why a marketing platform is so critical to your business.
Imagine that we were out west, and there was an old saloon storefront. Facade. Like in an old western movie set.
And I come running out yelling at people, come on in. Check out our saloon! People come in and they go to the saloon. As they get closer, they realize there are no walls. And, there’s nothing in there!
It’s a facade! It’s a storefront movie set facade. There’s nothing there, except this frame. Well that’s kind of, maybe not a great analogy, but your online storefront is your website.
Now, whether you like it or not, that’s how people are perceiving businesses today. Think about your own experience. When you find a product in print, an email, TV, radio…whatever. You’re interested, what do you do? What’s the process?
It used to be ten or fifteen years ago, you’d get in your car, you might call them. Get in their car, go to the store and check it out. Do you do that today? Probably not.
My guess is, you’re going to grab your smartphone, and say, Hey, Siri—show me where I can get fifty percent off pizzas. Or the closest Pizza Hut.
Because I just saw their ad on TV.
And you can probably order it through your phone. You’re not going to get up and go to the Pizza Hut. Because of the conveniences today. The technology platform
And the same is true of a lot of services. You might end up going to that site. And what are you going to do when you get to that site? You’re going to check them out. Customer testimonials, services they offer. Products featured. Does it match what you thought?
All those sort of things. That’s the online storefront. That’s why a website is so important. And a quality website. It’s got to look good, because that’s your branding.
I talk about the marketing platform, in our three part strategy. But it’s your branding that you’re selling. The image you’re selling. This is why all of this is so important.
If you’re a small business, and you don’t have one, what are people going to do? What are they going to think? Those are the two things that you have to control.
Why do you have to do this? What’s your competition doing? Do you think they’re sitting on the sideline not doing this? Or haven’t considered it?
So, unless you’ve got a line of referrals…banging on the door to come in and give money to you. You need to consider a solid marketing platform.
So the first point, it’s your online storefront. This is how people are doing business today. It starts with searching most likely. Do that or keyword search and they want to check you out, is really what it comes down to.
The second feature of the marketing platform, is a blog. Well, we don’t have a blog. We don’t think it’s important. Well, it’s real important because it’s your sales people. Now again, go back to the saloon.
Let’s switch that to say a general store. A come out and yell, hey come here and check out these axes we have. Great for chopping wood! Blah, blah, blah. They come to the storefront and they see, through the window, beautiful axes, all lined up, all on display.
Beautiful items. Goods. Whatever. Now they want to go in the store. Because it matches what I described and they get to see the product. They see it.
Ok. Well, this is what a blog is. It’s the sales people bringing in the people with stuff you know have to show them.Yes, you have pages about who you are. But not real in-depth.
That’s where the blog comes in. They see one point after another of your content of expertise. And it usually could be, should be through an engaging medium. Like a video, a podcast.
And that’s why we recommend those two things. Because it’s engaging. It grabs your attention. It’s not just one-thousand words to read.
Not that that is not important. Because it is, because Google will search things. But you want to grab and sell them your service or your product. So the blog acts as a sales storefront.
Next point, number three. I’m going to call it—it provides for a resident place to direct media to. When I do an ad on Facebook, TV, print, radio, email marketing. What are you doing? You want to direct them somewhere. Where are you going to send them? Come by our storefront, here’s our address if you get a chance. It doesn’t do a very good job of selling if you just give them a business card.
But if you give them a website, they go visit that and then they can SEE. Yeah, check out blog #5. It’s talking about what you and I were just talking about out at the chamber coffee. Oh! Now they have a chance to be sold. Because they’re engaged in the content you’re offering them on your blog.
And again, they’re going to compare this to who? Your competition. See how this makes you stand out from the crowd? You have a mechanism to direct people through your advertising.
And outreach to them to come in to your storefront and SEE everything you’re all about…and tell your story.
That’s what this is. And how many small businesses don’t have a mechanism with which to tell their story?
Point number four, and this is real important from the search engine standpoint. It allows you to provide fresh content, each week, to highlight your expertise. With engaging content.
I call it engaging…i’m referring to podcasting, videos…things that cause people to want to watch or listen and experience…as opposed to just reading.
Ok? And this separates you again from your competition! Because the probably, may or may not be doing podcasts, or even know how to produce them or even want to produce them. Or even have the resources for them.
Or produce videos. SEE the difference? You’re doing something…yeah, it takes some work. But guess what? It’s permanent.
You just have to do it once a week, and it’s there on your skeletal platform…your marketing platform to constantly promote.
You’ve got meat, flesh and bones.
And the fifth reason, it provides on-going, keyword search relevance through Google search engines.
Not that a website won’t, yeah, you’ve got a lot of words on the website. Relevant words hopefully to what you’re promoting. But the blog extends all of that. Every week you’re adding content.
And you’re doing this so that you’re selling your prospects. But you’re also getting the back end deal here.
Google is searching it…and suddenly, when people type in keywords, you’re pages of the blog start to come up.
And all of this is relevant to what they’re looking for. It narrows it down in their mind of who they should do business with.
Because now, when they visit your storefront on the web, and see your blog and all of the content that you have…they become engaged with you.
Now they want to go. You’ve ignited some passion here of your knowledge and expertise!
Do you SEE the difference? And this is why it’s important to have a good, solid marketing platform. And on-going fresh content.
It’s an on-going thing to market yourself. You’re always selling. What was that line Alec Baldwin said in Glengerry, Glenross? Always be selling! Always be selling (closing)!
Nothing happens until someone sells something! Ok, so that’s why it’s so important to have a good marketing platform.
It’s on that infographic here on the blog. You can see how it all integrates together. And this is new.
This is the new way we’re doing business. It’s critical for small businesses to get this. And don’t just through it out there as an add-on. This is critical to selling yourself for future.
At any rate, I can be reached at firstname.lastname@example.org.
Look forward to hearing from you! Email me questions if you have any. We’d love to hear from you.
Check out our website for samples of the content on the blog, videos, content that I’m talking about.
Have a great day, we’ll talk to you next week