This is Part 2 of a 3 part series – here’s Part 1 in case you missed it.
Marketing Mistake #5 – Fear of choosing a particular niche or specific audience to target in your marketing.
Narrowing our clients’ marketing focus is one of the first activities we do at the Path to Profit Academy!
Most come trying to promote to the whole world.
Your goal as a business owner is to market to one person instead of to everyone.
Your ideal client needs to be able to recognize themselves in your marketing, so much so that when you describe your business (by stating the problem(s) your solve, remember?) they say things like
“It’s like you’re inside my head!”
Knowing your specific audience also makes it much easier for peers and colleagues to refer people to you.
Creative entrepreneurs often fear that if they narrow their marketing to target one type of person, they will miss out on business or not attract enough business.
But the reverse is true.
The more you focus on solving problems for a particular niche, the more you become an effective and valuable commodity to that niche.
They see you as an expert because they know you understand their problems, pains, and predicaments!
Marketing Mistake #6 – Failure to create and implement a marketing plan.
I see this happen over and over again with creative entrepreneurs. Why?
Because they are afraid of marketing and sales, they think it’s overwhelming, and they don’t want to be perceived as pushy.
They want people to like them!
At the Path to Profit Academy we help get rid of that fear using a creative, artistic method with a one-page business plan. You can read more about it in The Artful Marketer.
Having a marketing plan in place will increase your confidence in yourself as a business owner.
Treat your business like a business, not like a hobby!
Marketing Mistake #7 – Relying on only one or two marketing tactics to market your business.
This is like eating only one or two types of foods day after day: soon your body won’t be getting the nutrition it needs.
Many creative entrepreneurs rely solely on word-of-mouth to build their business. Unfortunately that only goes so far, plus you don’t have any control over it!
Many creative entrepreneurs (especially the introverts like my husband who struggle to go to networking events or speak in public) just rely on social media to promote. They hear about Company X that sold $1 million on Instagram and they think that’s their golden ticket to happiness and success. Sure, that happens sometimes, but it’s one in many many 1000’s of other companies. A marketing plan that reads like “I’m going to win the lottery” is not a real plan.
Creative Entrepreneurs need to use multiple different tactics to build their business. One of the most important is to get out of the house and actually meet people
Marketing Mistake #8 – Not having a follow-up system in place.
Creative entrepreneurs struggle with systems and structure. They prefer to have a business that flows from their creative genius and doesn’t require them to be tied down.
Unfortunately this means they are leaving money on the table. One of the secrets to being a successful entrepreneur is to have multiple automated systems in place for following up religiously with your prospects.
You have to nurture any relationship, especially one with a new contact.
Creative entrepreneurs make two mistakes here: they’re afraid of being to sales-y and pushy, and they are disorganized.
Disorganization can be addressed by having a method to capture leads (business card scanner, opt-in box on website) and by having a simple autoresponder email series.
The fear of seeming pushy is not a reality: if your messaging and content resonates with the receiver they will want more. The rest will simply unsubscribe and thereby make your mailing list that much more effective!
This is Part 2 of a 3 part series – here’s Part 3.