Make Your Marketing Memorable
Peter Brissette • November 29, 2017
Hey, Peter Brissette here. Got a monthly marketing message just for you. Behind me you’ll see a classroom up at Front Range Community College, but I’m attending a business workshop here today. I have a couple ideas that I wanted to share with you around the idea of, “How do you create an endless stream of content that you can use in your marketing?”
The simple answer to that, is by telling stories. How do we do that? Well, first I think you should use video to capture it, but we should tell stories. I’ll give you some ideas. First of all, you can talk to your clients and prospects about why you got into doing what you’re doing, and why you do it every single day, outside of, “Yeah, I got into business to make money.” Well sure, that’s why you start a business, a business is supposed to make money. As the business owner, why do you do this, whatever it is that you do? For me, a lot of what we started with in terms of our clients, and what we have today, are a lot of clients in the healthcare business. These clients are assisted living clients … hey, guys. What? Welcome to my video …
Assisted living, chiropractors, other clients, and what we like to do for them, is help them to be able to find and get more clients. Now, I will never be a care giver in an assisted living facility, but by extension, because I am helping them find clients, I am helping care to be given to someone who is a senior. They are serving the most needy, those that need the most help in our society. While I can’t do that myself, I by extension, am able to help serve that, and see that happen. That motivates me. That drives me. That makes me want to do a better job for my clients, to help them be able to provide care by extension, to their clients.
That’s the first thing you can do. The second thing, and I haven’t done this, but I’m going to start doing this, is interview your customers, interview your clients. Take a phone, even if you just hold it there and do a selfie with it, but ask them questions. Why do they do business with you, what are their goals, personal stories, whatever it is. Share those stories of your customers.
Then the third area that I would do is get your team involved. Tell the stories about your employees. Talk about their day, and walk them through that process. What happens when they are doing a particular task? Why are they doing that task, and why are they doing it that way? Why do they do the job that they do every single day? Those are just a few ideas.
If we spend a little bit more time thinking about it, you can come up with many different ideas on how you can actually have this endless supply of content. Why do I want an endless supply of content in my marketing? Two basic reasons. First of all, is you want to be memorable in your marketing. The best way to be memorable is by stories. People remember stories. They forget facts and figures, but they remember the stories. That connects to them mentally, and emotionally. The stories really, really matter.
The second thing, it will make you not be boring. The first rule in market is, “Do not be boring.” By having stories as part of what you do, and included in your marketing messaging, you will not be boring. Be memorable, do not be boring, and you’re going to get a lot farther along in your marketing.
That’s this month’s marketing message. Interruptions and all, but we’re going to go with it, because that’s how we do things around here. We’ll talk to you next month.
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The last question that should we follow our competitors on social media? Sure, why not. You know, you want to see what they're doing and see what's happening there. You know if you're going to be active and you're really trying to use social to build your business then having a good idea what's what your competition is up to is probably important. And you know sometimes what I find with so called competitors is that we you know often times find people that we can collaborate with. It doesn't necessarily mean they are competitors so we work with a number of other marketing agencies and provides some services for them for their clients that they don't necessarily do, but they hire us to do it for them. So like I work with other marketing agencies, so they're not necessarily, you know, your competitor and everything. So but yeah, see what's going on you know, investigate, read up on them, see what they're doing, check out their websites, see what they're ranking for. You know, the more you understand the competitive landscape, the more you know what you should be doing and what you need to do.
And the last question that we have is, can you say more about running a test on TikTok yeah, I so I'm not on TikTok I'm not using tiktok. I wind up watching a lot of TikTok videos on Facebook and the Facebook reels. I think it's fascinating. I find it very interesting. But it's not a platform that I've taken the time to jump on at this point. Again, based on where I'm at with strategy and so forth, it's not a fit for me. But anytime you're using any platform, if you're going to do something, you want to come up with some means of measurement. How am I going to measure success? What does success look like? Is it I, you know, posted a video and I got a thousand views. Is that success you know or is it actually driving traffic and are you tracking how much traffic and then are you tracking what happened to that traffic? Did they fill out a form, did they make a phone call? Like what's the, where do you want that to go? So we really need to step back and think about that whole process. Of creating content, I'm pushing this through to, you know, to my website. And this is what I want to have happen. This is what I wanted the results to be. And then how am I going to track it? How am I going to measure it and do that so anytime you're spending, anytime you're doing something new in particular. Or you're spending any money you need to track it all the way through. All the way through.
The next question that we have is if you have a GoDaddy web page already and are having some issues, are you able to switch over somehow? You can build your website on any other platform and then just you just change the domain where the domain points. So yeah, you can do that anytime. Thank you, Peter.
Next question is how powerful are paid plans to things like Google Adwords or whatever it is called now regarding driving traffic, how can you possibly compete when you don't have the cash to put towards such programs? Yeah, so that's where you gotta get creative. So again we're small businesses and we don't have you know, unlimited funds to you know, just throw a bunch of ads up and you know compete with some other big companies so. Again, this goes back to what are the things I can really do better, because chances are your website is getting some traffic and it could be getting good traffic, but if your messaging isn't clear on your website, you're not getting them to take the next step. They're not making a phone call or filling out a form. So where I can put energy and effort is in that messaging and that and being very clear about who I'm working with, the problem I solve, how I solve it. So that whoever does come across my radar, I have a much higher chance of converting that person then someone else. So you know it's not the best product that always wins, it's who's the best communicator. And so that's why I talk about what you own and what you can't can control and making sure that is dialed in. And doing what it's supposed to do so that if you do go I, if I'm dialed in and I know everything is working well with my website and it's communicating clearly now, I can spend a small amount on ads and drive a small amount of traffic knowing that I'm probably going to get a decent amount of conversions because my messaging's on point and so I don't have to spend as much as the big guy. But I can be more effective because I've spent time working on the stuff that really matters. Thanks, Peter.
The next question is, we have a couple more here. What is your choice for a website hosting platform? So if you're going to host WordPress, my number one choice would be sitegroundsiteground.com That would be my top choice for WordPress hosting that, great support and all that. And again, you can have your. Domain on GoDaddy and it can point to wherever. It can point to Squarespace. It can point to site ground wherever it needs to go. But yeah, for WordPress site ground would be my top choice.
The next question is, can other businesses similar to mine attach to my website and then their ads show up on their Facebook page? No, I don't see how that can happen. Thank you.
The next question that we have is I used to utilize local provider gizmo to be able to personally update my website due to its ease of use. If you knew word you could do gizmo. Do you know of a website editing platform that would be as simple. I don't need an online store so our website just needs to be simple clean design that I can update content. So any of those platforms we talked about we believe with Squarespace can do that. Our platform that I mentioned can do that as well. So that's something that I know someone that was asking about that, I'll just give you my contact info. You guys you know can provide my contact info. If you're interested in looking at that, we can we can talk about that one-on-one Thanks, Peter.
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