Chandresh Shah

Back to the Basics of Marketing: A Blueprint for Small Business Success

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Have you ever wondered why some businesses seem to effortlessly attract customers, while others struggle to get even a glance? Well, the secret isn’t really a secret at all. It’s all about grabbing attention. Yes, that’s right. The same way a shiny object catches your eye, your business needs to catch the eye of potential customers. But how, you ask?

Attention is the New Currency

In the digital world, attention is as coveted as a front-row seat at a sold-out concert. Just like fans spend big to be close to the stage, your business generates income by securing a spot in your audience’s thoughts and emotions. However, the currency has changed – it’s no longer about tickets and seat numbers, but about clicks, views, and interactions. As attention is captured, revenue follows. It’s a straightforward concept, right?

To turbocharge your sales, the math is straightforward: increase visibility. But not all methods of gaining visibility are created equal. There are three main avenues:

  • Direct Engagement: Approaching potential contacts online.
  • Paid Promotion: Investing in visibility to capture attention.
  • Value-Driven Engagement/Community Growth: Crafting content that attracts and retains interest.

Out of these, audience building is the golden goose, providing infinite returns. Why? Because you’re not just creating transient content; you’re cultivating a community of followers who know, like, and trust you – and that’s marketing gold.

The Power of Frequency

Increasing sales boils down to two key strategies:

  1. Getting more people to know about you.
  2. Increasing how often they see you (hello, frequency!).

Each week, my attention is dedicated to two specific tasks. However, let me share a little wisdom: engaging more frequently with those familiar with you can be significantly more rewarding than attempting to captivate new individuals. It’s akin to focusing on watering and nurturing the seeds you’ve already sown, instead of spreading new ones on infertile soil.

Why Follow-Up Beats Cold Calling

Imagine aiming to reach 50,000 people. Using paid ads, you could spend $3,000 at a $60 CPM (cost per thousand impressions) in the B2B sector. Cold emailing might reduce this expense by half. However, content marketing? It demands your time and creativity, but its effect amplifies significantly with time.

Deciding between these tactics hinges on your resources, be it time, money, or skills. Yet, they’re not mutually exclusive. In fact, they complement each other beautifully. Ads can enhance your content marketing efforts, and vice versa. The synergy between these strategies can significantly amplify your reach and effectiveness.

The Simple Formula for Success

Here’s the deal:

  1. Increase frequency: Become a familiar face to your audience. The more they see you, the more likely they are to buy from you.
  2. Become an authority: Establish yourself as the go-to source in your niche. Trust breeds loyalty.
  3. Expand your reach: Continuously seek ways to get in front of new eyes. Every new follower is a potential customer.

Sounds pretty straightforward, right? Well, it is, but it requires consistency, creativity, and a bit of elbow grease. By focusing on these fundamental principles, you’re not just selling; you’re building a brand that resonates with your audience.

Now, I’m curious – have you found a particular method more effective for your business? Share your experiences and join the conversation. Remember, in the world of marketing, we’re all lifelong learners.