It’s the beginning of 2013 and the perfect storm is brewing for small business. Mobile + email + great content + available creative talent.
You don’t need a vast marketing department to make the most all of these variables and get your message out. It doesn’t have to be that hard. You can use simple tools and guidelines to make your email more readable on smartphones and tablets. You can learn tricks to get people to click through to your website easily on their mobile gadgets. You can send email without a lot of fuss and expense. In a matter of weeks you could be in your customer’s pocket. Literally!
Now that you understand the power of mobile + email, how do you get people interested and keep them coming back? It takes content and people to write and design it.
The third factor in the perfect storm: Content, content, content. No one even reads traditional ad copy anymore. The whiff of “Look how great I am” advertising repels customers like weevils in white rice. Why should anyone blindly believe you? They need proof, and that means providing content: information, your rare brand of it, your particular take.
If you think your knowledge is too common or valuable to share, I suggest you Google your specialty of the house. No surprise there. You’ll find plenty of info that overlaps yours, as well as some things you didn’t know by others who seem to be experts. That’s your competition.
Remember, you know something only you can provide so trust your gut and put it out there. Your customers need your unique perspective on your subject. Bring it and people will follow. Consumers eventually buy from the companies that understand and connect with them.
The last variable in the perfect storm are your creative muses. They may come in the form of your own personal skills. They may come in the form of creative people you hire on Elance or Fivver. They may come from within you.
You know better than anyone what makes you and your company tick and why people should do business with you. You know translating that into an email or a website is crucial. And yet, your message is not going to appear magically on your customer’s tablet or iPhone. You need to get it there with style and grace to make a connection.
Good copy (whether in email or web pages) tells stories, speaks their language, feels their pain,etc. Good graphics and design hook the right side of the brain and make it easy for people to follow along, navigate your message, and fully digest it.
Still it’s a plain fact that a lot of folks neither enjoy writing nor have time to write. They’re not big on getting words into print, and they don’t care if the background of their website is yellow or black. They really. Don’t. Care. Writing and graphics are not their thing. Period.
If you’re one of those people, that means you must hire creative people to help you. They’re worth the cost. I believe you’ll be surprised how little it costs in the great scheme of things. Case in point: I have a product I’ll be offering in the new year. Yes, I could have plodded away in InDesign CS4 and made my product for downloads and tangible (hold-in-your-hand) goodies. But instead I hired someone who knows a little something about graphics. And I’m so glad I did! He came up with some great ideas and contributed an element of consistency and professionalism that I would have overlooked. He’s a professional and I value his work in the same way I hope my clients value mine as a copywriter and marketer.
Plus, hiring a pro allows you to focus on your incomparable strengths, gives you room to strategically run all aspects of your business, and assures greater effectiveness of your marketing materials.
Getting help with your copywriting and graphic design is a given. There’s tons of superb talent on the web. I also recommend leaning heavily into mobile in 2013. Even — especially — if you’re a small business. If you’re just getting around to building a website, you’re in great shape to embrace mobile apps as you connect with your mobile customers. You’re getting in on the ground floor of this technology as it’s being built.
Can you feel it? This is the year you’re going to do this thing.
Not sure which is more exciting: your access to the millions of people who are looking for you, or THEIR access to YOU…Are you nodding your head in agreement about now?
Please let me know if I can help with copywriting or marketing consulting for your small business. Online marketing for small business is easy if you have a plan in place. If you need some inspiration, a second look or some online marketing advice, Drop me a line.
It just takes a little crack in the door to see what a perfect storm you could have there! Whoosh…I hope you don’t miss it!