This guest post comes from the wonderful Casey Watson. I've known her husband since high school and actually had the opportunity to help him with his branding/website for Fiscal Fluency a while back. So fun! When I found out Casey was a talented copywriter (who is familiar with the Storybrand marketing framework), I knew I had to hire her write a couple of posts for the Ember & Co community. You're going to love her!
However, that’s probably not an emotionally healthy decision. Instead, you can choose to look these moments as good opportunities to work on your marketing. This mindset will not only take your focus off the problems but also help better position your business for a comeback.
It’s easy to forget about your web presence once it’s built, but you need to review it regularly to make sure the information stays relevant. Look at every image, word, and link and make sure your website is up-to-date and fully operational. Ask yourself a few questions:
Some businesses start social media accounts without forming much of a strategy, and that leads to a hodge-podge social presence that doesn’t quite fit their needs. Instead, evaluate your networks, their purpose, and the messages they convey about your brand. Are they sharing the story you want to tell?
As a small business, you probably already know a lot about your customers. You know their ages, their occupations, their desires, and maybe even their dreams. But it never hurts to take a second look.
Examine your customer base and see if your demographics have shifted recently. You can even take a look at your social media insights and see if your audience on those platforms matches your general customer base.
Once you get a good idea of who is currently looking at your content and who is actually buying your products and/or services, see if they match up. Maybe it’s time to adjust your marketing to better fit your target audience. Or, it could be time to narrow your focus to the clients with whom you most enjoy working and who are the most profitable.
And, while you’re thinking about your audience, consider your services, too. Do they suit the needs of your customers, or do you need to make adjustments?
Blog posts work wonders for your business because not only do they establish expertise, but they also give your website a good boost in search engine optimization. That’s why it’s a great idea to take time during these slow workdays and create a decent cache of material.
You can take inspiration for post content from your frequently asked questions page, from upcoming seasons and holidays, and from current events. Just sit down with a cup of coffee and a blank computer screen and start cranking out ideas.
It’s hard to find a chance during the usual hustle and bustle to hone your marketing skills. That’s why you should take the opportunity to educate yourself now. I highly recommend any StoryBrand course or webinar. I also suggest you check out Donald Miller’s book, “Building a StoryBrand,” as well as his podcast, “Building a StoryBrand with Donald Miller.”
You might also browse platforms like Skillshare for affordable courses on subjects ranging from business to writing to photography.
Let’s take your profits and professionalism to the next level…in a way that is authentic, practical, and sustainable.
The most successful (and sane) brand marketing is authentic and infused with purpose. I’m here to uncover your natural superpowers and showcase them.
It's time to bring calm, clarity, and joy to your marketing efforts.