It can often be a trying experience to find the right client
for your business; in fact, many businesses continue to mingle around the
market without ever having identified their “target” clientele. Don’t we all
understand the entrepreneurial struggle of putting in so much work to make
sales that never happen?
Building relationships is hard, and learning to build them
with the right people is even harder. But finding, targeting, and forming a
relationship with your ideal clientele is what will take your business from
mediocrity to greatness. Ensuring that you’re targeting the individuals and business
entities that most accurately align with your business philosophy is how you
establish ambassadors for your brand rather than run-of-the-mill one time
But what does it actually take in order to establish these
extraordinarily effective and yet often unseen relationships? The challenge is
nothing more than defining your ideal client within your own mind and then disseminating
that information throughout your sales and marketing strategies.
Picture Your Ideal Client
Is your ideal client a male or female? Are they between the
ages of 18-29 or 38 to 49? How do they think and what do they think about? What
matters to them? What is their median income?
All of these questions help you to “picture” your ideal
client – Whether it be a real person or an imaginary figure, defining your
ideal client is the first step in attracting the types of individuals and
companies that you want to do business with.
We’ve all experienced the struggle of working with a needy,
overbearing or “cheap” client that made our processes ten times more
complicated than we’d originally anticipated. The current marketing and sales
strategy of many companies is nothing more than begging for table scraps from
random people in hopes that they will purchase a product/service – Meaning that
business owners find themselves working with individuals that they simply don’t
want to do with business with. All in the pursuit of a slim check at the end
that doesn’t glorify their service, their company’s core values or their ideal
This is where relationship marketing comes into play. Imagine
that one nasty client that you would never do business with again (we’ve all
had them) – Would you want to form a friendship with that person? No? Then stop
frantically trying to adapt your marketing strategy in order to appeal to every
human being on the planet; and instead focus on pinning down your ideal clients
– The people that you WANT to work with, those with whom you’d be more than
happy to establish a long-term business and personal relationship/friendship
Relationship marketing isn’t about talking to everyone. It’s
about talking to the people that MATTER. Archaic, stone-age sales techniques
such as the “law of averages” are becoming more and more redundant by the day.
The modern age demands a new and improved people-centric focus, rather than a
profit-only, by-the-book mindset.
In being able to accurately picture your ideal clientele,
you are then able to adapt your marketing strategy to the individuals and
businesses who matter to you; and who, more importantly, believe in what you
believe and identify with your business philosophy.
Action Items For
Now that you’ve read this post, it’s time for an
accountability check! Here are some next-steps that you can take in order to
define and target your ideal client:
Write down the qualities that you’d like to see –
Is your ideal client of a certain gender, do they work within a certain
industry, do they tend to buy certain products?
Paint yourself a mental picture. Whether your
ideal client is a current client of yours or an imaginary one – Spend some time
picturing this individual and their business.
Write down the reasoning behind why this individual
is your ideal client – Do they share the same background as you, do they have a
need for the services you offer, do they believe in a certain philosophy or way
Imagine yourself having a conversation with your
ideal client. Your marketing strategy shouldn’t be a collection of stale,
boring and relatively ineffective sales copy. It should be nothing more than a conversation
between you and your ideal clientele – Imagine a conversation between you and
them; how did it go? What do you talk about? When addressing groups, writing
your marketing copy and implementing your marketing strategy – All you have to
do is imagine speaking to this person and your message will be on point, every time.
Most Digital Marketers today will tell you that low
engagement on your social media profiles/pages is a death sentence; and that
without paying them to manage your social media presence for you, you’re limiting
your marketing potential.
This isn’t necessarily true, it’s 100% possible to manage your own social media strategy and to do so effectively. While engagement is a very important key metric in measuring the overall effectiveness of your social media presence, it’s not the only metric that matters.
Social Media spans a variety of networks and platforms which all offer specific “niches” in terms of both audience and content; Facebook is a personal network, Instagram is an open, photo-centric platform, and Twitter forces us to master the art of fitting an entire novel into 280 characters. Because of the relative “openness” of these networks, the opportunity for growing your business and brand is at an all time high.
No longer do business owners and entrepreneurs HAVE TO expend
ungodly amounts of money on media and marketing companies just to exist – The power
to impact our communities and the world at large now exists within the palm of
We now live in an instant-response, fast-paced technological society where your ability to interact virtually with as many people as possible MATTERS. This is where engagement as a social media metric comes into play – While it is true that high engagement tends to equal more conversions, higher sales and better brand presence; it is also true that engagement is based on momentum.
As a business owner and entrepreneur, it can often take time to build up the necessary momentum which then results in a high engagement rate over all social media networks. Many entrepreneurs who are faced with handling their own social media presence tend to throw out content in every direction, receive no response, and then give up entirely while angrily shouting “THIS BUSINESS WAS BUILT ON WORD OF MOUTH REFERALLS AND IT’S GONNA STAY THAT WAY” – Obviously, this isn’t a very effective method.
Engagement is an important metric – But it’s not the only one and it’s definitely not the most important, in my opinion. Consider a scenario in which you; as a business owner, receive thousands of impressions, but minimal engagement – Guess what?You still received thousands of impressions! Planting the seed is just as important as growing the crop; in fact, the plant doesn’t exist at all without the seed having been put there in the first place.
I tend to refer to this as the “invisible seed” of social media. Sure, it can be a daunting task to continually put out good content – And it’s even more mentally demanding when you spend the hours building up your social media content only to see it receive 0 engagement across the board. But that’s not the point here – The point is that people are SEEING it.
Consistency is key when it comes to managing a successful social media strategy – You can make a post on any network that receives an absolute tonnage of engagements; but that’s absolutely useless unless the consistency of content is there to ensure that there’s a proper path for your audience to follow.
People are focusing way too much on engagement rates and not focusing nearly enough on the consistency of putting out GOOD content on a regular basis. You can build something really nice, but how the hell is anyone going to find it if there’s no path to get there in the first place?
LinkedIn has long been established as both a professional networking website and a B2B marketing gold mine. In the following article, we’re going to dive into some simple and easy ways that you can enhance your LinkedIn profile and begin generating more meaningful relationships. Notice how I said meaningful relationships? Yeah, let’s put an emphasis on that.
LinkedIn is known for its ability to provide a Facebook-like atmosphere tailored to professionals. The issue is; however, that it often becomes more of a sales tool than a social media network. So what exactly is the difference between treating LinkedIn as a sales tool, compared to treating it as a social media network?
It’s simple – Effective marketing is based on RELATIONSHIPS and genuine, authentic connections. The wrong turn that many are taking when it comes to their LinkedIn strategy is investing ridiculous amounts of money and time trying to SELL on the network, rather than CONNECT on the network. This isn’t to say that spending money on advertisements via LinkedIn or utilizing the amazing power of “bots” to automate the process is wrong; in fact digital marketing is INSANELY effective almost everywhere on the internet. But treating LinkedIn as nothing more than another opportunity to spam connections with “Hi my name is Steve and this is why you should buy my product/service” is not only ludicrous, it’s just annoying.
There’s nothing wrong with using LinkedIn to increase sales and conversions; but as in all things, a sales-mentality doesn’t do you much good in actually making sales. Instead, focus on the genuine and authentic relationships while streamlining creative and informative content – This is what makes you stand out from the competition.
Now that we’ve gotten that rant out of the way, let’s jump into the actual point of this article! Here’s 5 ways that you can significantly improve your LinkedIn presence:
Focus on the People – Create genuine and authentic relationships (Reference the rant above)
Don’t be afraid to grow your network – You don’t have to “know” someone to get to know them! Add people who interest you, may be ideal clients or possible partners in future ventures.
Actually CONNECT with your network – Whether it’s by personally typing out messages and introductions, inviting connections to your email newsletter or using a bot to generate conversation; Don’t let your connections sit stagnant.
Generate Content – Take advantage of LinkedIn articles and newsfeed posts. You should be using LinkedIn to provide your ideal clientele with information about what you do and why you do it. As in all things social media, content is king.
Stop being lazy. Most of us tend to pick our favorite social network and stick with it – We either decide to completely automate the other networks or we forget about them entirely. Each network has its own personality and profile that reflects its most active users – Take advantage of every major social media network in order to tell the story of your business and brand. Don’t be afraid, just do it.
Domains and hosting are two of the most important starting points to creating your own website. In this short, simple and concise article we’ll guide you through setting up the Domain name and Hosting service for your new website.
Selecting a Hosting
We recommend Siteground Hosting since we’ve worked with them on countless projects and currently use their servers to host our own websites.
This being said, there are a variety of other hosting options out there that are both affordable and effective. If you’re unsure of which Hosting Provider you’d like to use for your website, research is key. All website hosting services differ in terms of cost, quality of service provided, customer service and other key metrics such as data, storage, etc.
If you’re unsure of which hosting provider is right for you; feel free to reach out to us, we’d be happy to help.
Selecting a Domain
Selecting the right domain name for your business is an important part of the website setup process. A variety of small businesses tend to use domain names that don’t characterize their business well and aren’t the best in terms of SEO (Search Engine Optimization). For the best results, follow these tips:
Keep Your Domain Name Short, Concise and Easy to spell (no weird letters or symbols that make user-error a common issue)
If this website is for your business, try to stick to the “.com” domain classification, this is better for SEO and is the most common.
Make sure that your domain name reflects your business
The most important aspect of choosing your domain name is ensuring that users will be able to find you or your business easily – Keep it simple!
Hosting Add-Ons and
All hosting services tend
to have premium features and additional “add-ons” depending on what you need
and/or want out of your hosting experience. These vary, but the most common are
SSL Certificates (Most hosting providers have an
additional charge for an SSL, Siteground provides these for free with all hosting accounts)
Firewall/Security (Some hosting companies offer
additional security options such as firewalls, DDoS protection and malware
Speed Optimization Systems
Dedicated IP Addresses, Private DNS
It’s important to read into the actual offerings of these premium services and do outside research to ensure that you’re not wasting your money on something that you don’t need. As always; if you have any questions, we’re here to help.
Now that you’ve secured hosting for your website, it’s time to start building! Keep a look out for our next article and video walk-through as we guide you through the process of building your own website.
“Listen I just quit my job, I’m broke but I started this company…”
These were my own words from just a few months ago, while
speaking to a friend about the beginnings of Reticence Marketing.
Coming from a background in Hotels & Hospitality as well
as a brief stint in the Army, I finally decided to quit my full-time job around
July, 2018 and pursue my dream of owning and operating a company that would place people first. A company that
would focus on relationships and service
rather than worrying about the bottom line.
Since the day I wrote those words, Reticence Marketing has sprouted
roots all over our community. We have experienced the business world in a
variety of ways – From our highs to our
lows, we’re only getting started.
I wanted to take a few moments today to talk about those
words mentioned in the beginning quote of this article – “Listen I just quit my job, I’m broke but I started this company…” This speaks to the heart of what business owners
and entrepreneurs experience every single day. The hope and passion involved in building your own brand and business
from nothing is an art that’s often forgotten by mainstream society.
When I first started Reticence Marketing I; in all honesty, had no idea what I was doing.
Marketing? Yeah, I had a general idea and some good knowledge about the
industry – I knew how to build websites and understood the basics of SEO and
Social Media; but I was completely lost among a sea of Digital Marketers dominated by large, money-centric behemoths
of marketing agencies.
But I continually refined my skills, learning from industry
best practices and experimenting across a variety of platforms and marketing automation
systems. People ask me all the time what my “trick” is – How did I learn marketing
so fast, and how am I so good at it? Truth is… There isn’t a trick, just a mindset.
When I examine industry best practices and the systems that
are taught by well-known marketing “gurus” and large agencies alike, I simply
think to myself “How do I do this
differently, and how do I do it better?”
I’m not interested in being like everyone else; in fact, the
entire reason that I started this company was to break the outdated and tiresome molds of the business world and
marketing industry. Bringing a relationship-centric mindset back into the
business world is an insanely powerful marketing strategy in and of itself.
Marketing; as in all things, exists in two different thought
patterns – Both of which are important. The practical (or the technicalities and steps that you take in order
to achieve a desired outcome) and the philosophical/theoretic (or the “larger vision” of the company – Why do you do what you do, what’s the
point of you being in business, why should people buy from you as compared to
The issue that most business owners and marketers alike face
in creating stunningly effective marketing strategies and systems is that they
tend to choose one or the other. They’re either focusing on the technicalities
of marketing – SEO, Social Media, Website design and advertisement, etc or they’re
focusing completely on the philosophical side of marketing – “I do what I do
because (list reasons here)” but they lack the follow-through of an effective
technical marketing system to actually get their message out there.
One of our favorite sayings here at Reticence Marketing is “We help you to tell your story to an engaged
audience that’s ready and willing to listen.”
What does this mean? It means that our primary focus is to create a balanced marketing strategy that
accurately and effectively addresses both sides of the equation.
Listen, I found my
passion. I’m motivated and inspired, I want to help you grow. I want to see
your company succeed and your dreams become a reality. Are you ready?
Social Media Management is a hot topic in Digital Marketing,
as you may very well know. Business Owners are pummeled with offers from a
variety of both marketing agencies and individuals who took a “How to Succeed
at Facebook Ads” course online for about $10 and have now deemed themselves marketing
professionals. But the question still arises:
What exactly IS
Social Media Management – And How Can it Help Your Business?
According to CXSocial: “Social Media Management is the act of
monitoring and participating in social conversations across platforms.”
I guess that’s
pretty self explanatory, so let’s jump into the pros and cons of using a
professional social media management company for your business. It all starts
with ensuring that your social media presence aligns with your goals as a
business owner – Many business owners buy into the mainstream thought that posting
content (of whatever caliber of quality) is all that you need in order to grow
on social media websites/apps. What we then see is a large quantity of
businesses posting random shit (OH NO, He said a bad word) and wondering
where the engagements and conversions are.
The truth is that
while content is most certainly king when it comes to modern day digital
marketing, GOOD CONTENT is even better. Huh; imagine that, right?
This means that posting
random shit and hoping for a good result isn’t really going to help you grow your
business – Post QUALITY content; whether it be special offers & deals,
insights into your workday or testimonials from current and past clients. Offering
educational content is always a plus as well, even though it scares the hell out
of business owners because they don’t want to “give away their secrets.” Well;
here’s the thing, you’re not hiding the Coca Cola recipe in your business bag
of tricks, so provide your tips, your insights and your “life hacks” as a
portion of your content – This is what allows people to begin to subconsciously develop a trust-based relationship with your brand.
So let’s dive into the
actual pros and cons of using a professional social media management company
when it comes to this portion of your marketing strategy.
with the “ins and outs” of different social media channels
Able to curate
and develop content FOR YOU, thus saving you time and money
relatively expensive (Good Social Media Management USUALLY starts at around
do it by yourself, honestly
Media Managers aren’t “one in the same” – Some are good, some are bad, and
others are downright terrible.
As in all things,
there are pros and cons. Fact is, you can do all of this by yourself. You
don’t “need” a social media manager or a professional marketer in order to put
out good content on a regular basis. Sometimes; however, it is in your best
interest to hire a marketing company to handle social media channels for you.
But it all rests on finding a solid, reliable and affordable Digital Marketing
company that places your goals and priorities above their own bottom line.
I suppose we should
return back to the original question posed in this article: Is Social Media
Management Right For Your Business?
It Depends. I’m
not going to tell you that this specific area of marketing is the key to your
success when it comes to marketing yourself online; because such a thing doesn’t
exist. It’s up to you; as a business owner and entrepreneur, to decide where
you want to put your resources – and the companies that you want to work with
in order to help you actualize your vision.
A goal for this week: Whether you decide to hire a social media management company or handle
your content curation yourself – Let’s get the ball rolling this week. Whether that
means using outside tools such as Hootsuite to manage your own social media or simply grabbing your phone and making a few
videos talking about what you do and why you do it. No more procrastinating on
the thing that so many business owners fear: Having to actually present themselves to an audience. It begins
today – Start posting!