When I meet a new client, the first thing I do is to make sure that I understand what their business is all about so that I can give them the best advice to promote themselves successfully. I’ve been likened to a hotel inspector as the simple questions I ask often highlight areas which the business owner knows aren’t up to scratch and which are often preventing the business from evolving.
My three questions are:
- What are your business objectives?
- Who do you sell your products/services to?
- What do you want your customers to know about you?
These may seem like basic questions but having up to date answers to these questions written down can make all the difference between a company which ticks over and one which blossoms.
Once you have worked out what you want your business to look like in say two years, who buys your products or services and what you want people to know about your company, all your promotional work becomes easier to manage.
For example, your website can be polished so that your ideal customer is drawn in by compelling content which leads to a natural call to action; your social media posts are engaging and part of a conversation; and you’ can join all your promotional dots from events to newsletters to make your marketing and PR more cost effective and efficient.
Finding out what makes a business tick and working out their story is one of the best parts of my job. Once this stage is completed, I can then work out where and how a company should promote itself for maximum exposure without breaking the bank.
