What is the Greatest Need Business Owners Have in Marketing?

The world is moving at the speed of light, and the greatest need business owners have in marketing is not just about selling products or services anymore. It's about crafting a narrative, fostering relationships, and maneuvering through an ever-evolving community and digital landscape. So where should you focus your efforts?

The greatest need I see that business owners have in marketing is establishing an effective strategy. This involves understanding your WHO, defining their WHY, and then employing the right marketing to the right channels. Then you need to be consistent with your messaging.

Your WHO
Today's consumers are not just passive receivers; they're active participants. So a successful marketing strategy begins with a clear understanding of your target audience. From demographics to psychographics, understanding your customer is key. Do they prefer reading long-form blogs or are they more inclined towards quick video content? Are they more active on Instagram or LinkedIn? These are the questions that need answering. Research is key to each step here. The better your research, the more successful your marketing will be. 

Choosing the Right Marketing Channels
There are an overwhelming number of channels at a business owner's disposal. Social media, email marketing, SEO to PPC or SEM advertising, Print, Video, geo-targeted, keyword targeted, the options are many. The challenge lies in picking the right channels that will reach the right target audience effectively.

Creating Compelling Content
We're living in the age of content overload. Cutting through the noise and grabbing the consumer's attention is one of the biggest challenges that businesses face. That's where the importance of creating compelling, engaging, and unique content comes in. It actually starts with your titles or your hooks. The same video was posted to YouTube several years ago. One has currently received 27 million views, while the other is at 7,700 views. The only difference is the title or HOOK on these videos. Here they are to demonstrate the difference. Which one would you click on? 

7,700 views
96 Million Black Balls delivered to make LA First Floating Cover

27 million views
LA throws 96 million 'shade balls' at its water shortage — and it's mesmerizing
If you learn how to make great titles or hooks, you can make your business thrive! Compelling content must also follow, but the hook is most important. Think about the title of this article, did it make you want to read it? Titles matter. 

Consistency in Messaging
No matter the channel, consistency in messaging is crucial. It's about creating a brand voice that resonates with your audience and sticks in their minds. Consistency leads to familiarity, and familiarity breeds trust. Whatever you advertise and wherever you do it, do it for the long term and be consistent. 

The Digital Revolution and Business Marketing
The digital age has transformed how businesses market their products or services. It's no longer enough to simply advertise that you are open for business. The key is to leverage digital platforms to engage with consumers and create memorable experiences. Become part of the content they love to consume. When you become content, it doesn’t seem like ads.

Social media has emerged as a platform for you to publish your content. Instagram stories, Twitter threads, Facebook groups, LinkedIn posts, and more, businesses can interact directly with their consumers like never before. Use these channels to tell your story over and over again.

The Importance of SEO
Search Engine Optimization (SEO) is a vital tool in your business's digital marketing. There are people looking for you right now. They might not find you if you aren’t doing SEO. Consumers turn to Google for every little query, businesses that master SEO can ensure they're always in sight and never out of mind. 

Email Marketing - A Tried and Tested Strategy
Despite the influx of numerous digital marketing channels, email marketing remains a steadfast strategy. It's a direct line to the customer and when executed correctly, can result in high engagement rates.

Video Marketing - The growing giant
If you are not using video in your marketing you are missing out. Video consumption is up over 250%. People are spending more time on their devices watching videos. To get in front of them, you must do video. Lots of ways to use video, but first you need a content creation plan and then implement video ASAP. 

Print - Oldy but a Goody
Print is not dead, it has just changed. Science is still in favor of print. If your WHO reads your ad or sees it on paper, you will have had a greater impact on their ability to remember your brand and know what you do. Print does it better than anything else. The key is to find out if your target audience is reading the print publication you are advertising in. 


FAQs: The Greatest Need in Business Marketing

What is the greatest need business owners have in marketing?

• The greatest need business owners have in marketing is establishing their WHO and defining their WHY, then creating compelling messaging to reach that audience. This involves understanding your target audience, choosing the right marketing channels, creating compelling content, and maintaining consistency in messaging.

Why is understanding your WHO or target audience crucial in marketing?

• Understanding the target audience helps you to create personalized marketing strategies, foster stronger relationships, and ultimately, drive sales.

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How can a business create compelling content?

• A business can create compelling content by understanding its customer's needs and interests, incorporating storytelling, and providing value.
• It takes time to create great content, but it is vitally important to the success of your marketing.

Why is SEO important in digital marketing?

• SEO will help your businesses improve its online visibility, drive organic traffic to your website, and enhance your user experience.

Is email marketing still effective?

• Yes, email marketing is still one of the most effective marketing strategies, offering a high ROI, personalized customer communication, and direct reach.

How can consistency in messaging benefit a business?

• Consistency in messaging strengthens brand recognition, builds trust, and enhances customer loyalty.

So, in answer to the question, "What is the greatest need business owners have in marketing?" - In a constantly shifting community and digital landscape, business owners must stay abreast of trends, understand their customers, and communicate effectively.

We would love to help you if you need it. Connection Publishing is rebranding to Connection Media Co. Please let us know if you need help with any of these topics. We are the local specialists in Ogden/ Weber, Layton/ Davis, and Brigham City/ Box Elder communities.