There are two major differences in “Types” of businesses and their services – that has become very obvious after 27 years of choosing and executing marketing strategies with business owners.
If your business is selling services or products that people are very familiar with, and would know how to find your business with a search for your services or products, that’s the first ‘type’.
The first type includes the huge majority of all businesses. It’s typically inclusive of all the trade and most professional and most white-collar businesses too.
For the sake of a name, I called these “Here We Are” business types.
That’s because these businesses require exposure more than anything, because people are already aware of what these businesses sell, and know how to find them when needed and will often contact the first business they see that offers the service they need.
The second “Type” of businesses are ones that sell services or products that people are unfamiliar with.
For the sake of a name, I called these “This is Why” (you need us) business types. The reason being is that their services are relatively unknown by the majority of people and these businesses need to explain WHY a person will benefit from buying that service.
The majority of their potential customers don’t know the exist as a business, nor what they offer.
A business in the “This is Why” type can change over time to become a “Here We Are” type.
A very good example of this is SEO services.
It has been interesting to watch the growing awareness of this service in the market place since I was first introduced to it way back in 2002.
Business owners and clients have been asked in public free seminars if they knew what “SEO” stood for since 2002 for curiosity sake. And in case you didn’t know, SEO stands for Search Engine Optimising, which is the work on a website that makes it more “Google friendly” and to rank its pages higher in search results.
Until 5 years ago, the huge majority of business owners didn’t know what SEO was. About 3 years ago it changed to the majority now knowing what SEO was. Not by experience, or purchasing the service, just by familiarization of conversations, or (annoying) telemarketing phone calls.
Businesses that provide SEO services have fairly recently become “Here We Are” businesses, but there would still be a lot of business owners who wouldn’t know what SEO is. It’s more about the majority of people’s thoughts and knowledge about a particular business that determines if it’s one type or the other.
The BIG question for you becomes, which “Type” of business does your business fall into?
And it’s a SUPER important question!
Do the majority of your prospects know about what you services and/or products you sell?
Let’s take a plumbing business for example.
Could you list what services they provide? You almost certainly can name most of them. That industry type is a great example of a “Here We Are” business type.
Some businesses has a product or a service that is a “This is Why” type that their customers or target market don’t know about. New products obviously fall into these.
What Does All This Mean with Marketing?
That’s the MILLION dollar question!
Since it’s your business you’re trying to grow, its important for you to know the difference, because otherwise you can easily burn up thousands of dollars on marketing, and get ZERO income or profit!
Has that got your attention?
There’s been a major change in society thanks to the online world. Marketing experts 20 years ago are completely different to marketing experts these days.
Today, a marketing expert is someone who has been learning Facebook for 1 to 2 years and now is a “Facebook expert”. That’s not always the case as some Facebook experts have huge experience, however a Facebook marketer tends to recommend Facebook to everyone and believes Facebook can be used successfully with EVERY business, but it can’t.
SEO is the same. Most SEO experts believe SEO is great for every business, but it’s not.
Do you have an unlimited amount of money to spend on marketing? If not, then there are “fringe” strategies you’re best to stay away from – based on the Type of business and/or services you sell, so let’s go into these now.
Marketing for “Here We Are” Business Types
These very common businesses benefit from sheer exposure. The more the better.
That said, it can be very expensive to try to get massive exposure so it’s important to choose wisely where to spend your money.
This is where and old-school ‘marketing expert is more beneficial, that understand what all the different types of platforms and media are. Most online marketers these days know very little to nothing about some super effective offline strategies and if you only deal with a modern marketer, you may be led astray into believing all your money should be spent online.
People still drive cars don’t they? So people don’t ‘live’ online, they work offline, drive offline and live offline, most of their lives so why only consider marketing online?
So let’s select a business and consider what types of marketing it can benefit from.
A solar company that sells to home owners is a good example. Years ago it was a “This is Why” industry however now its very much a “Here We Are” industry, can you see that yourself?
Since it’s a “Here We Are” type of business, it needs ‘exposure’ marketing.
Now a website is a great strategy for any “Here We Are” business. It’s now become the “Yellow Pages” of 10 years ago, and Google Adwords is too. In Yellow Pages all your competitors were there too. So it is with Google Adwords and also a website being found with searches relevant to the business.
TIP: marketing strategies in non-competitive environments are better, to avoid ‘price-shoppers’.
Being ‘ranked’ high in Google searches is very beneficial for nearly all “Here We Are” businesses. When people are looking for one of these businesses to buy from, they will usually go online and type a phrase into a search. In our case with the solar company, they would possibly type in “solar company” or “solar panels” or “solar panels for my home”.
This is where “keyword research” is very important, to identify the top 10 phrases people would type into a search to find your business.
Other strategies for the solar company, and other “Here We Are” businesses can include…
- Radio advertising
- Local newspaper advertising (may or may not work, but it can in regional areas)
- Vehicle signage – works great, better than most people think, if executed with expertise
- Building/home signage – local areas where you concentrate your marketing
- Facebook business page – it’s becoming less effective as ‘organic reach’ keeps on dropping
- Google Adwords
- Facebook PPC ads
The challenge with the majority of “Here We Are” businesses is that their marketing just isn’t high enough quality. If you want more leads, you don’t necessarily need to do more types of marketing, you’ll benefit far more by learning more about the strategy yourself, and talking to a marketing expert that understands and discusses measuring with you.
Did you know there are 72 forms or types of lead generation? The above are just 7 out of 72, so there’s probably a LOT you aren’t even considering or don’t know about, if your own business is a “Here We Are” type.
The Truth About Marketing
All great marketers know numbers are the truth, not opinions. Numbers tell you results, and when a lot of business owners are not told about numbers to expect and ROI, they just burn up thousands of dollars “trying” things and get pulled in every direction by their service providers – all because of their own ignorance.
Any strategy can fail to produce great results, due to poor execution of the strategy. The humble website is a great example. Over 90% are NOT well executed – i.e. built. They are built by programmers, not “marketing experts”, and are usually not very “Google friendly”.
You can learn about website design proven principles that when applied can double the number of leads you get – here from our digital marketing course online.
Find out more about all kinds of digital marketing with this long infographic.
Back to the two types of businesses, let’s now look at the “This is Why” types for what marketing strategies they need to concentrate on.
Marketing for “This is Why” Businesses
These businesses are very different to marketing. They are all too easy to burn thousands of dollars on marketing for them or even years with little or no sales resulting.
Profit Transformations is a good example of this ‘Type’ of business as business owners don’t understand the services provided, nor rarely go looking for the services offered because it’s not business coaching, nor is it a business course company (courses are thought to be for employees, not business owners).
If your business is one of the “This is Why” ones, then you’ll love what’s coming here because it will be a relief to finally understand why you are struggling for results with your marketing.
For a start, these businesses won’t benefit from SEO, or at least not in the traditional sense.
Blog posts/articles are very important for “This is Why” businesses because they are typically (or need to be) focused on specific issues, problems or challenges people have, that relate to the services the businesses offer.
The cosmetic/plastic surgery industry is a good example. It’s amazing what types of body appearance problems people have that this industry caters to, and its increasing its service offerings regularly due to technology breakthroughs. Laser surgery use is a great example.
As these business types are not known by the general or majority of the public, they need to be very proactive with their marketing. That simply means, taking their business to where people are to be noticed by them, because people don’t usually know they exist.
You can’t go looking for a solution for a problem you don’t know there’s a solution for!
Being proactive with your marketing means first of all, identifying where they are in concentration.
- On Facebook?
- Have LinkedIn profiles?
- On Pinterest?
- readers of specific magazines?
- Members of groups, associations, clubs etc.?
- Do the drive on certain roads or frequent certain shops or shopping centres?
These are the types of questions you need to start asking yourself if you own a “This is Why” business, because very few marketers will think this way and nowhere have I seen the obvious need for ‘proactive’ marketing being needed as a terminology for “This is Why” businesses, which is not a terminology used anywhere by anyone else in the world.
This is pioneering thinking, right here in this post as these are new phrases you’re learning here are ones that describes a large number of businesses.
Any new product or invention or service will be a “This is Why” type for years and potentially even decades. It’s very important to understand the radically different needs of a “This is Why” business or face years or decades of struggle.
The platforms of media for marketing “This is Why” businesses vary, depending greatly on the above list’s answers about the target market. Some of these strategies may be perfect for some industries and an absolute waste of time for others, so keep that in mind if your business is a “This is Why” type.
Strategies for “This is Why” businesses include;
- Blog posts – focused on problems and issues of people in the target market
- Seminars and webinars
- Strategic alliances – businesses who have the same target market
- Guest speaking spots
- Press releases
- Proactive referral systems – where you offer a gift as an incentive to previous customers to refer their friends
As you can see, these are not the usual, commonly spoken about strategies. They also require a very high level of skill with execution for all of them to be successful.
The number one strategy for “This is Why” businesses is strategic alliances, by far. This strategy can also combine with seminars and webinars.
Due to the unique, pioneering services of Profit Transformations with business owners, the number one strategy (of the 72) has been developing strategic alliances and holding seminars with their clients.
Over a million in sales in the previous few years has been received by this one strategy alone, and the marketing cost associated with that income in terms of marketing is well under $1,000.
Would you like to spend very little or nothing, or 0.1% of income received on marketing your business?
The good news is, “This is Why” businesses have that opportunity because the services or products they sell are often ones of high interest, if only people knew they existed.
Press releases can be a great strategy for ‘getting the word out’ about “This is Why” products or services as it’s definitely “newsworthy”.
If you’d like to talk to an ‘old-fashioned’ marketing expert about marketing your business, you’re welcome to make contact to organise a conversation about your business and its marketing needs.
Has this post given you food for thought? Got any questions or comments?
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