The two don’t seem to go hand in hand, do they? Football and small business online marketing strategy?
But as I was driving down Old Spanish Trail in my hometown of Tucson (locals will know right where that is) the other day, I was jolted out of the trance of watching the Rincon mountains ahead of me to hear the news one that my fantasy football players scored a touchdown. What made me perk up my ears? The way the announcers shared the excitement.
There’s the big lesson for your small business online marketing strategy.
I work with a lot of small businesses trying to reach a specific geographic area (think mechanics, hair dressers, insurance agents, etc.). And often times, these businesses aren’t the one-and-only doing what they do in their area. They’re up against stiff competition with dozens of others that could steal away a customer at any moment.
One bad color job at a hair stylist could send the customer to another stylist around the corner.
One bad experience getting information about a policy could send a customer to another insurance agent.
These businesses are constantly battling to get and keep their buyers attention and yet, so often their marketing falls into a lull. The result is that their buyers also fall into a trance, similar to the one I was in while driving along the scenic back road to my home.
Listen Up, Already!
There’s a similarity here between how that football announcer got my attention and how your small business gets the attention of your audience – especially when you douse them with stats, facts, figures, and constant messaging.
Like the radio announcer changed the inflection in his voice on the radio to get my attention about a big play, you must change how you speak to your customers to catch their attention.
Now, some businesses do this too often – or at least they think they do. They strive to constantly get attention by constantly speaking in a loud pitched voice. For example, there’s a local furniture store here in town that always has a sale going – and extended – and then extended again. Another example is a popular line of children’s clothing (where I’ll never pay full price) that constantly has some sort of sale or coupon or (most of the time) both.
The downpour of coupons and specials doesn’t make your business anything special. And it doesn’t get people’s attention like you might think.
What works is constantly adding to your story. When there’s something big and exciting (like a touchdown), EMPHASIZE IT! But don’t let a constant emphasis on what you’re saying cause your excitement to get ignored.
Without changing up your pitch regularly, you’ll put your customers into a trance and when that next piece of marketing collateral – digital or print – hits their eyeballs? You will have already lost.