3 Main Reasons Your Prospects
Are Not Buying From You

If your prospects don’t know who you are, or who your business is, the odds of them hiring you are zero percent.  That’s a major problem!  So if you’re new to an area, just starting a business or you have not done a good job at raising your business visibility, below I provide a list of suggestions to help you increase your presence.  I strongly encourage you to do at least 5 of these, preferably 10 from the list.  Why?  You don’t want to put all your eggs into one basket.  Just like an investment of money, diversifying your marketing efforts is a very wise thing to do.  Also I strongly recommend you keep track, and monitor the results of each campaign you try, so you know what is working for you. 

The best ways to increase business awareness in your target market, especially if your business is in obscurity, include:

1. Define your target market. Who are you trying to reach? Once you know your target market, you can tailor your marketing messages and strategies accordingly.  Take a look at who you have already sold to, as that’s the best clue as to who is most interested in your products/services.  What do they have in common?  Look at company size, location, vertical market, age of business, and other demographics.  Survey your audience and ask probing questions about vendor preferences, needs, budget and wants.  Once you have a solid target market identified, you are in great shape to gain market share, because you can narrow your efforts down and laser focus on your marketing message on what will resonate most with them.
2. Create a strong brand identity. Your brand is what sets you apart from your competitors. It’s important to create a brand identity that is consistent, memorable, and relevant to your target market.  It should include what’s in it for them, when they hire you.
3. Be active online. Social media is a great way to connect with your target audience and build brand awareness. Be sure to post regularly, engage with your followers, and share high-quality content.  Make sure to focus on how you help them accomplish their goals and deliver what it is they want.  Don’t focus on you, focus your messages about them, so address FAQs, share industry/technology updates, and don’t forget to make it fun.  Social media is social, not sterile.
4. Run targeted advertising. Paid advertising can be a great way to reach your target market and increase brand awareness. However, it’s important to target your ads carefully to avoid wasting money.  You want clear call to actions (CTA) with a catchy heading that appeals to their wants.  Know what your audience wants, then make sure to hit that point or those points in your ads.
5. Attend industry events. This is a great way to meet potential customers and partners and to learn more about your industry.  The trick here is to be interested in them, ask probing questions, allow them to talk.  If you do that, they’ll remember how you made them feel and you’ll stand out from 99% of everyone else just trying to sell something on the spot.  Networking is about relationship building mostly, which leads to referrals and sales later.
6. Offer free content or samples. This is a great way to introduce people to your business and your products or services.  White papers, booklets, audio files, videos, a free session or product are all great give aways, but always do it in exchange for something valuable, namely contact information, so you can market to them for the long haul.
7. Partner with other businesses. Partnering with other businesses in your industry can be a great way to cross-promote your products or services and reach a new audience.  This is called a joint venture and allows you to win on several fronts, you get to show them your value and they help increase your exposure to their clients and prospects.  When you approach another business about a joint venture opportunity, share with them the win-win vision, so they see the value that they get from participating.
8. Get involved in your community. Sponsor local events, donate to charities, and volunteer your time and expertise. This is a great way to build goodwill and brand awareness in your community.
9. Provide excellent customer service. When people have a positive experience with your business, they are more likely to tell their friends and family about it. This can lead to word-of-mouth marketing, which is one of the most effective ways to increase brand awareness.
10. Create a website and blog. A website is essential for any business, and a blog is a great way to share your expertise and build relationships with potential customers.  There is no greater source of visibility anywhere on the planet than on websites and online via email these days.  Your website needs to focus on how you help your target market get what they want.  It should not read like a brochure, it should be filled with information your target market in interested in, like case studies of how you’ve helped others in the past, answering frequently asked questions, sharing helpful tips and free content that will benefit your audience.  Once they find you are a trusted resource for this, then who you are and what you do becomes more important, but don’t lead with all things about your history and qualifications.  That can go on the about page, and not take up priority real estate on your home page.  The blog should be updated with new content at least once per month, but once a week is optimal.
11. Write guest blog posts. Writing guest blog posts on other websites in your industry is a great way to get your name out there and reach a new audience.  Find other websites who reach out to the same core audience you do, but who offer different products and services than you, and offer to write a guest blog for them, as a value add to their audience.
12. Create informative videos. Videos are a great way to engage your audience and share your message in a visually appealing way.  Over 80% of all online users will end up watching at least one video while they are online.  Give them at least one video option on every page and blog on your website.
13. Use social media advertising. Social media advertising can be a very effective way to reach your target market and increase brand awareness.
14. Run paid search ads. Paid search ads can help you get your website to the top of the search results pages for relevant keywords.
15. Attend trade shows and industry events. This is a great way to meet potential customers and partners, and to learn more about your industry.
16. Network with other businesses in your industry. Attend industry events, join online forums, and connect with other businesses on social media.
17. Offer discounts and promotions. This is a great way to attract new customers and increase sales.
18. Get involved in your community. Sponsor local events, donate to charities, and volunteer your time and expertise. This is a great way to build goodwill and brand awareness in your community.

It’s important to be patient and consistent with your marketing efforts. It takes time to build brand awareness and increase sales. But by following the tips above, you can start to see results.