Tired of wasting money on marketing? Prioritize These 4 tasks

By holly fisher

Photo Credit: Stan Foxworthy

When it comes to marketing your business, you could go in a hundred different directions. Marketing is a big bucket that encompasses your website, social media, emails, advertising, speaking engagements and more. Where do you begin? 

A lot of business owners waste so much money on marketing because they don’t know where to put their dollars. They get caught up in whatever’s shiny and new (looking at you, TikTok dances). There’s nothing wrong with trying new marketing tactics. But most business owners don’t have an unlimited marketing budget, so you need to prioritize the marketing tasks that give you the best return. You need marketing that works. Start with these four tasks. If you nail these, you’ll be light years ahead of your competitors.

1. Clarify your overall marketing message.

You can spend thousands of dollars on digital advertising but if people don’t understand what you do and how you can solve their problem, it’s money wasted. Your potential customers and clients are bombarded with marketing messages. The only way you can stand out is by talking about their problem and how you solve it. Keep it clear. Keep it concise. 

Don’t fall into the trap of trying to be cute and clever at the expense of clarity. Your potential customers want to know how you can help them. If you don’t address that clearly, they won’t stick around. The StoryBrand Marketing Framework is an excellent tool for helping you clarify your message so customers listen and engage. It’s been used successfully by thousands of businesses. It will work for you too. 

Pro tip: Read the book “Building a StoryBrand” by Donald Miller. 

2. If your website isn’t generating leads, fire it!

Your website should be your No. 1 salesperson. If your site isn’t bringing you sales or leads, it’s little more than a placeholder on the internet. Your website should speak to your customers’ problem, the solution you offer, and the success they will experience after working with you. The website should give potential customers and clients a clear path on how to do business with you. And it should have one, direct call to action so site visitors know exactly what you want them to do. 

Many businesses fall into the trap of making their websites all about them. They lead with their company history, accomplishments and accolades. Be the guide, not the hero. Focus on how you solve your customer’s problem and guide them to a successful outcome. People care more about getting relief from a problem way more than when your business was founded. 

Pro tip: Start by clarifying your message and then build your website. 

3. Fill your email list with qualified leads and prospects.

If you don’t have a lead generator on your website, you’re missing an opportunity to connect with people who are interested in your products or services. What’s a lead generator? Also called a lead magnet, it’s simply a freebie you offer in exchange for an email address. It might be a guide, checklist, worksheet, video series or even a free webinar or in-person event. 

You simply want to give your potential customers something of value. In fact, this freebie should have such an engaging title, it’s irresistible. This is a fantastic way to collect an email address for someone who’s interested in your product or service but not quite ready to buy. Now, you have their contact information and can continue to nurture the relationship via email. 

Pro tip: Start with a simple PDF. It’s not too difficult or expensive to create. 

4. Build customer relationships via email. 

Are you emailing potential customers and clients on a regular basis? If not, you’re sitting on a goldmine! Too many businesses have hundreds – and sometimes even thousands – of emails for current and potential customers. Where are those emails? Languishing in an Excel spreadsheet somewhere. 

You should send nurture emails to your list at least twice a month and weekly if you can. Don’t panic if that feels like too much! These emails should be short. They should provide value. These emails will keep you top of mind and position you as an authority in your space. Email is still one of the most effective and budget-friendly marketing tactics. Statistics continue to point to the high ROI of email marketing, so make sure you have an email marketing strategy. 

Pro tip: Refer back to the clear brand message you created from point No. 1 as you develop content for your emails. 

And there you have it: your marketing priorities for the coming months. Don’t get caught up in chasing every marketing idea until you’ve accomplished these four tasks. Once your message is clear, your website is attracting buyers, and you’re sending regular emails, then you can make a TikTok dance video. 

Holly Fisher is the owner of Fisher Creative Marketing and a StoryBrand Certified Guide. She works with businesses to clarify their marketing message, create a website that attracts customers, and develop lead-generating content. Find her online at www.fisher-creative.com and @fishercreativemarketing on social media.