relationship marketing

Marketing Challenges for Entrepreneurs

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As an entrepreneur, we can get pulled in so many different directions. There are challenges that will distract you on this entrepreneurial journey.  In this article, I will highlight just a few marketing challenges for entrepreneurs and new business owners.

  1. Not knowing your audience: So many people start businesses based on their watts marketing challengespassions and strengths.  This is excellent!  However, we often are so focused on starting the business that we forget to pay attention to who we are selling to, including their needs, desires and burdens.  We sometimes stop at just describing the demographics of our target audience.  However, there is more to knowing your audience than their age or demographics.  How do they purchase?  What keeps them up at night?  Where do they consume information? What do they follow and like on social media? It is critically important to know your audience.
  2. The wrong marketing platforms:  Many new businesses have the wrong marketing platforms.  They hear about so many social media platforms or new apps or programs and they want to start all of them.  There is not careful consideration of which platforms work for your business, target audience or which of them “speak” or sync with each other.  It is important to do an audit of your programs and make sure they work for your business and marketing strategy.
  3. Inconsistency & Lack of Clarity:  One of the keys to branding is creating a consistent story and selling that narrative to your audience.  This requires managing a lot of moving pieces and being able to stand back from your company and brand and decide on a consistent message.  This can be challenging. Often, this is the importance of having a marketing or branding consultant, to have an objective eye to look at your messaging and challenge you on your strategy.  Inconsistent messaging can cause distrust and ultimately hurt your brand and selling opportunities.
  4. Not Knowing Your USP:  Knowing your Unique Selling Proposition is key to marketing and branding.  You must know what value you bring to the table.  What is your differentiator?  Why should your clients and customers purchase from you? When businesses are unclear on this, they stumble through their messaging and how to sell and package their products and services for their clients.  Know your value.
  5. Underestimating Content Marketing:  Most small businesses don’t have the time or staff to work on content for their social media, blogs or website.  However, content marketing is key to establishing your brand and identity.  It is what will set you apart as a thought leader in your industry. No matter what you are selling, work on establishing yourself as an expert in your industry.

All these issues can be overwhelming, however, every business owner faces marketing challenges.  For assistance with any of these marketing challenges, feel free to contact me. 

 

 

Does Your Organization Have Raving Fans?

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I had the wonderful privilege of visiting the corporate headquarters of Chick-fil-A yesterday.  As we all know, this company, from top to bottom, sets the bar for exceptional customer service. It was both an honor and overwhelming to take in all the wisdom that was shared regarding their philosophy on honoring others and providing excellent client service.  Each philosophy was steeped in spiritual nuggets and life truths.

Transferring all that wisdom and knowledge into another business model can be challenging, however, it is absolutely

necessary if you want to grow your business/organization and differentiate yourself in the marketplace. If your entity is struggling to grow, take a look at how you and your staff provide service to visitors and clients.

It is easy to think that if you have a great product or service, client service is not very important.  This is unequivocally wrong.  I have seen many small business owners think that because they have a great service they can be rude or not take good care of their clients. Having a great product, service or worship experience may create a satisfied client or member, but it will not guarantee a raving fan.

According to the NY Times, did you know that 83% of satisfied customers will not tell others about your service or product.  This is not a raving fan.  A raving fan will pay full price for your service and then run and tell others about it.  How many of your clients and customers are doing that?

Raving fans directly affect the bottom line of an organization.  If you are not systematically finding ways to create them, you are leaving money and resources on the table.  This is not an easy process.  It requires you and your staff to go above and beyond . . .every single time. It requires you to see your business/organization from the eyes and needs of the client or customer.  It is also critical to create emotional connections and know the real needs of your clients. In addition, creating raving fans is more than great customer service, it is providing the client/customer/member with more than they expected.

What is that one thing that could differentiate your business and service?  Something that shows you have gone above and beyond their expectations?

If you are not creating raving fans or providing exceptional client service, please allow me to help you implement this in your marketing strategy.  Contact me and let me help you connect the dots

Five Essentials for Building a Brand

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When speaking to someone interested in starting a business, writing a book or leading an organization, inevitably the aspect of branding is discussed. Branding is one of my favorite marketing topics because branding is truly about emotion and connection. The strategies we use to create a brand should focus on creating a strong connection and relationship between the product/person/company and the customer or guest. More importantly, this strong connection creates customer loyalty.


To grow a business, brand or create loyal customers – a robust brand strategy is needed. This takes time and patience, however, it is absolutely necessary.

Below are essential keys needed for building any brand:

1.) Know the Strengths. Are you aware of your individual strengths or the strengths of your organization? If it is your individual brand, spend valuable time examining your strengths. Ask those closest to you about your strengths. The same holds true for your company. What are the strengths of the company? This may become clearer through surveys and focus groups, asking key customers, clients or guests key questions about the company or brand. If you are starting a company, find your target audience and discover what they value.

2.) Be Authentic. Authenticity is key in branding. This is knowing your strengths, as well as your weaknesses – but being perfectly okay with both. For example, Chick-fil-A does not try to make burgers or tacos. It has identified its strength, and probably its weaknesses, and they continually build on their strengths. They make really great chicken sandwiches with exceptional customer service. They don’t focus on making new sandwiches or twists on chicken sandwiches. As a result, they avoid their weaknesses and focus on the brand.

3.) Add Value. Whether it is an individual brand or company, be clear on the value you bring. Does your brand solve a problem or meet a need? Not only should the brand add value, but it should also differentiate you or your company from others. So many brands, organizations, services and products are competing for our attention. What will differentiate your brand from the others? It could the smallest thing that makes the difference. Discover “the thing” that will set your brand apart from others.

4.) Create an Emotion. What is the feeling you would like to invoke in your audience or clients? What emotion do you want your brand to feel? Dale Carnegie states: “When dealing with people, let us remember we are not dealing with creatures of logic. We are dealing with creatures of emotion.” Brand strategy should focus on building an emotion.

5.) Consistency is key. It is critical to reinforce the value, skills and expertise your brand brings. This should be communicated through your various marketing platforms. Consistency will help your prospective clients and customers, as well as your current clients, quickly know how to describe your business or your service. Consistency is also important for your visuals. Eventually you want customers to see your logo, your colors, as well as your fonts and formatting and know instinctively that it is your company.

If you are interested in creating a brand strategy for your company, organization or building your individual brand, please contact ashby & watts. We can help you connect the dots.