The key to running a successful business is understanding where your skillset shines – and where it falls flat. The most accomplished businessmen and women know that trying to do it all results in wasted effort, depleted energy, and less than optimal outcomes. The best strategy is to focus on what you do best and outsource the rest of your work to specialized experts. This blog will illuminate what happens when a business owner tries to fill in the gaps without the right expertise. From there, I’ll help you find a solution, whether you need a little guidance or a complete marketing overhaul!
1. You’re Never Satisfied With Your Messaging
It’s exciting to build a new brand, but if you find yourself constantly making tweaks or updating a mission that’s well beyond its first year, it’s time to question why. You might find that you can’t find the right words to properly express the heart and intent of your brand. Or that your audience isn’t getting the gist of all that your company is capable of. Or, perhaps you’re still trying to figure out just what your company excels most at. Some of this narrowing down occurs naturally over time, but if you’re struggling and discontent, it’s time to look for a copywriter.
2. Your Messaging Isn’t Consistent Across Channels
One of the most common mistakes I see small businesses and solopreneurs make is not taking time to ensure their messaging is consistent across channels. This is less about being redundant and more about finding those keywords, slogans, and visuals that help paint a picture of life with your brand. If every social media post and email that goes out to your audience contain messages that clash or stray from a common goal, you may need some support.
3. You’re Not Attracting The Right Clients
A tell-tale sign that your marketing is askew is when it starts to deliver you the wrong clients. There is no worse feeling! One of the basic practices I recommend to all of my clients includes drafting up their “ideal client”. This ideal client is a prototype: the client you’d want to work for again and again and who would benefit greatly from a product or service like yours. They also have the budget that your product or service requires. If you don’t have an ideal client in mind when creating your marketing, you’re bound to attract the wrong clients.
4. Your Potential Clients Have a Lot of Questions
Likewise, if you’re marketing to an ideal client but your messaging isn’t clear and informative, you may find yourself fielding a lot of unnecessary or repetitive questions. When a new lead comes in inquiring about your service or product, the last thing you want to do is bog down a potential sale by back-and-forthing on the basics. High-quality messaging should deliver your readers enough information to decide then and there that they’re ready to buy. If your messaging doesn’t do that, you might need an upgrade.
5. Your Return on Investment is Too Low
It doesn’t matter whether your investment comes in the form of money, time, or other resources, the return should be tracked and valued. An unfavorable return on your investment can leave you lacking energy and funds overtime and make rerouting your strategy harder than ever. If you’re spending money on advertising and you’re not 100% confident in your goals, you’ll want to connect with an advertising expert. The same goes for tasks that you put a lot of energy in that don’t necessarily boost sales: blog writing, social media, videos. Not every business requires the same content to succeed.
6. You Don’t Really Understand SEO, ROAS, Keywords, or Hashtags
Lastly, if the fundamentals of digital marketing remain a mystery to you (or if you don’t care to understand!), it’s probably time to outsource your efforts. Digital marketing is a complex, interwoven discipline that requires comprehension not just of the moving pieces but of the system as a whole.
Trust me, even if the notion of handing your marketing over seems a bit daunting, it’s always worthwhile. Think of all the other tasks you could invest your energy in if you had an expert freelancer in your corner!
If you’re ready to discuss some of your marketing and copywriting pain points, contact me today!
