Do: Diversify Your Business Offers
If you’ve been in business a while, you may have reached the top of your growth curve unless you find a way to diversify your offerings. If you want to keep growing, you’ll need to find a way to offer more to current customers or offer more to a new audience. There are various ways to diversify your business offers that make sense.
Fill in the Gaps When you organize your products in order from entry level to highest cost products, can you identify any gaps in your offerings? For example, your income stream might look like this: website/blog, affiliate products, your own products, and courses and training. You could then add in coaching and memberships to the mix successfully.
Open Other Locations
If you have a business focused on one location (whether digital or brick and mortar) and it’s profitable, figure out if your business is duplicable. For example if you’ve written one book, why wouldn’t another book do as well? If you have one store in the north side of town, can you open another in the south side?
Teach Others to Do What You Do
If you’ve made a good business for yourself and it’s something other people can do, you can create a course to teach others how to do it. You can then even help them set up the entire business.
Create a Joint Venture
Working with someone who sells complementary products or services can help you get new ideas for more products. Breathing new life into your business with a new person involved can help you become more creative.
Sell Complementary Products/Services
For example, if you sell a course to build WordPress websites, you can offer a done-for-you opportunity to that same audience. They may then decide, even upon learning how to do it, that they’d rather pay someone.
Write a Book
A really great way to offer a new product or service is to write a book. Once your book is published you can use the book as the start of a course, speaking circuit, how to and more.
Join the Speaking Circuit
A great way to diversify is to create a speech or talk and join the speaking circuit. When you start speaking to audiences you’ll find new offerings start coming to your mind, as you try to give the audience what they need and want.
Expand Your Target Market
Another way to diversify is to find another target market. For example, if you have training for moms to learn to work from home, you could rebrand the same training with a few tweaks for almost anyone if you take out the mom part. For example, you could rebrand it as ways for retirees to work from home.
When you think about your offerings today, you should be able to organize them in a way that makes it easy to figure out where you have gaps and where you can expand and do more. You’ll increase your profit and grow your business smart if you give this a lot of thought and research.
Don't: Leave Your Email Signature Blank
A good email signature is about as important as a good business card. After all, many times the first information anyone gets from you is an email. Providing the additional information in your signature will help you solidify connections, build new connections, and help move people to your social media and even get them on your various mailing lists if they’re not already.
It’s important to take time to make a professional-looking email signature instead of leaving it blank or maybe worse, incomplete or unattractive. Today, there is a lot of good software available to help you make attractive email signatures that will be more noticeable to recipients.
A good business signature on your emails should consist of:
- Your name – The name you’re known as online.
- Your business name – Your main business name.
- Your slogan or catch phrase – It’ll help them know what you do.
- Social media links – The ones that are relevant to the audience.
- Your website link – Your main website link.
- Your phone numbers – This is optional and only necessary if people need to be able to call you.
- Your address – In email marketing you’re required to include a business address.
A bio link
A great way to extend the signature is to include a link to your online biography.
A map (when relevant)
If you have a local business, a link to a map to show where you’re located can help.
Your email address
A link to your email address; even though the email comes from your email address this is helpful.
A vCard (optional)
This is an electronic file you send along with the email that people can download into their contacts info. There are cases that attachments aren’t a good idea; you be the judge.
This is a little extra optional boost to your business. You could include a link to your calendar to request an appointment instead.
In addition, you want it to look really good. You want your branding to appear in the signature space. Today, this is simple to do using HTML. There are software programs that will help you create a signature. You can use HTML to manually create it, plus you can use online services like Xink.
When you include this information on each email, it will give recipients of that information a chance to connect with you in other places. Plus, the offer is a great way to bring private email recipients into your email list, social media networks and more.
It’s super-important to include an email signature because it’s part of your business identity, and email is one of the most important aspects of your online business marketing endeavors. Unfortunately, so many people think the email signature isn’t necessary and seems to have low value. This is just not true because email is the main way that we communicate today in business, with few exceptions.
Think of it this way – if someone reads your email, the little added extra way that you can stand out is at the bottom, which is your email signature. This is a reminder of who the email is from and gives a little extra information about you and your business that can help your readers trust you even more.
Do: Watch Your Virtual Body Language
You’ve likely heard the jokes about miscommunication via online methods – whether it’s email, social media messages or chatting online. The reason is that text communication is missing the verbal body language cues that in-person communication affords.
Interactive technology can often be deficient in allowing communication to occur without misunderstandings. But, you can end those problems by understanding what your virtual body language is telling your customers, and learn how to fix it when needed.
Proper Use of Emojis
Today, even if it feels silly at first, it’s important to use smiley faces, frowns and so forth to help you get your point across. People tend to read tone into messages without knowing the tone that you really meant. If you’re sure how you’re coming across to your audience, conduct a survey and ask them, or ask trusted friends to read over a few of your messages to see what they think.
Your Profile Image
Does your profile image or other images of you represent the type of personality you want people to see in you? If you’re not showing your face, or have dark pictures, people will see your personality differently than if you have images that show your smiling face and your eyes.
Using the Right Terms
One way to expand your virtual body language is to use the right words. You may need to use more flowery language than you would in person to help draw a picture of your words in the minds of the reader. This can help tell your story in a better way so that there is no room for misinterpretation.
Now that the technology is nearly ubiquitous, it’s time to bring video into your communication with your audience. This is going to help them look into your eyes, see your expresses and learn more about you. However, remember that even with video there still are missing components to the communication puzzle that you would have in person.
Go Live and In Person
The fact is, nothing can change the fact that full communication can really only happen in person. If you really want to take your online persona to the next level, take it offline. Start going to and participating in live in-person events and your fans will start understanding you better than ever before – even when you’re back online.
Accept the Differences
Remember that online communication via technology does suffer from lack of information, whether unconsciously or consciously received. This applies to video, simulated in games with avatars, text such as with chat and email, or even over the phone.
Most of us are very dependent on the myriad of social signals that are communicated mostly unconsciously to each other in person. We try to take that online and often are abject failures at it because we want it to be the same. But, it’s not the same, so we need to go further and try harder to be expressive in a way that gets our point across and lets our clients know who we really are.
Creating an amazing digital relationship takes a lot of time and effort. You’ll need to pay attention to all your profiles, who and how you engage with people online, and show people who you are by the information you share with others. There are a lot of ways to do all this, but these are special ways to make sure your audience remembers you. After all, it’s really about building relationships.
A really memorable virtual handshake is more of a journey you take people on through time than a one-time thing. Online it’s imperative that you do all of these things if you really want to be successful.
It’s important that you don’t hide things and you’re very transparent about who you are, what you do and what you’ve done. Plus, you want to have a digital trail following you that shows the proof of everything.
No one can be someone else for long without their real personality slipping out. Never try to be someone you’re not. If you like to work all night and sleep all day, be that person; don’t fake it. People will love you for you.
When you say you can do something, do it. When you say you will do something, do it. Also, you want to do it very well when you said you could. You want to be above reproach and criticism.
Always remember to stay relevant within your niche and within your audience. You don’t want to do something in one area differently than you do it in this area. For example, if you have a reputation of being a mom who works in her jammies, don’t use pictures of you in a three piece suit if it’s not relevant.
Maintain Long-term Relationships
When you can keep relationships going for the long term, it brings a lot of legitimacy to your brand. People will trust you more when you’re surrounded with other known and trustworthy people.
The fact is that your network’s strength is directly related to how successful you will become in your business. If you have developed strong relationships with others, you’ll see the benefits in your business.
Try to increase your circle of connections so that you know people in all fields and areas. That way, when you need an expert for something you can find them. Knowing a lot of experts can make you a go-to person.
Always give more than your audience is expecting. When you do that, they will never forget you. Whether it’s an extra Facebook Live event, a short mini-course, or something else entirely that you can add-on to your offerings, ensure that you wow them every time.
It’s very important to remember that everything you do online can be tracked and traced. If your actions aren’t backed up by evidence, it’s going to be difficult to make a real impact online because everything on the internet lasts forever and follows you forever.
Technology has been a huge influence on how people have marketed their goods and services ever since people have had goods and services to sell. Whether it was the printing press, the radio, television or the proliferation of trains and cars that made traveling easier, something new has always come along to change how marketing is done. But nothing has ever been as noteworthy as the internet.
Consumers Are Smarter Than Ever
Because of the internet, consumers have a lot of information at the tip of their fingers that they never had before in the history of the world. Now they can look up information about you, and whether it’s right or wrong they’ll learn something about you and your products before buying. It’s up to you to make sure the right information is out there for them to find.
Social Media Is Ubiquitous
Before the internet, stores had to host huge events that were quite costly in order to stir up conversation and social interaction. Today, they simply need to start an active Instagram account or Facebook group or page. Everyone uses some form of social media today to gather information and learn about your business and offerings. In fact, more than 80 percent of the US population uses social media.
Your Audience Is Starving for Content
It’s important to put content everyplace your audience likes to be. If they like Facebook, you need to be on Facebook. If they like blog posts, you need to supply them with plenty of blog posts. If they like getting information through email, then you need to accommodate them. It can be difficult to keep up at times, but with help you can work smartly and efficiently by repurposing content as needed.
SEO Is Here to Stay but It’s Changing Too
Due to the advent of the net, pulling your audience to your information requires knowledge of search engine optimization. This can include on- and off-page optimization of a website and blog, but also of article titles, social media posts and more. It’s all about attracting the right audience to your information.
The Customer of One Is Now an Imperative
Due to the ability to automate and personalize using technology that has been created since the advent of the internet, business owners can make their customers feel special and unique. Even though customers are smart and know a lot of it is automation, they do appreciate it and it shows in purchasing habits.
Inbound Marketing Has Taken Over
Bringing your customers to you is now how inbound marketing works best, as opposed to outbound marketing which was how marketing started. It was posters, magazine ads, commercials – these things all interrupted the consumer to give them the message. Now it’s less intrusive and all about bringing them to you with the right information.
Ecommerce Generates over 1.2 Million Dollars Every 30 Seconds
It seems like e-commerce has been around forever. In reality it has been around in a smaller way since the 60s, but it really came into being as it is today in the 90s when the first book was sold on Amazon in 1995. Nothing has ever been the same since, and it just grows and grows. Online shopping is bringing back grocery delivery even.
Augmented Reality Is Next
What you can look forward to is augmented reality. This will enable people to feel as if they’re in a store when they’re really online. Movies have depicted ideas of augmented reality, such as the Tom Cruise movie about virtual data called Minority Report in 2002. Now marketers are trying to figure out how they can work augmented reality into the everyday lives of consumers.
It’s imperative that you keep up with how marketing is changing in terms of the tools that are used. In many ways, the principles don’t change much. You have to find a way to educate your audience, inform them, engage them, and build relationships with them, so that they trust you enough to spend their money on your products or services.
Every decision you make has an impact on your bottom line. But, sometimes when you look at the numbers it doesn’t tell the whole story. For example, if someone clicks through a Facebook ad and then signs up for your email list, then due to an email message purchases one of your offers, is that really how it went? Or did they see multiple ads on Facebook in the past? Did they attend a webinar or two and get to know you before they finally made their decision?
By looking at all aspects of your analytics you can determine a lot about how everything you do works together. For example, the content you create is a good example of multi-channel marketing. You create content for email marketing, social media marketing, your blog, and even for freebies. Knowing which content is performing best, when and where, is part of performing multi-channel analytics.
Look at Social Media Marketing
If you were to look at the analytics of social marketing, you might at first determine that social media underperforms in terms of conversions. You may even think that you’re wasting your time on social media. But, without looking deeper you really don’t know what the role of social media is. It may be softening up your audience before they visit your website via a landing page and sign up for your email list.
Set Up Multi-Channel Reporting
Within Google Analytics you can set up multi-channel reporting, which will help you to look deeper into how your buyers actually chose to convert. For example, you will be able to see whether or not they clicked through due to organic search, an advertisement on social media, or an article you shared on social media.
Upgrade to the Paid Version of Google Analytics
If you really want to unleash multi-channel analytics, then you need to upgrade your Google Analytics so that you can study your buying cycles for longer than a month. You don’t want to make the mistake of applying the 80/20 rule and eliminating a vital part of your marketing funnel without all the information.
Determine Multi-Channel Customer Experience
The great thing about analytics is that it’s science. When you use science to help you make better decisions, you’ll do a lot better with all your goals. If you know how your customers use mobile, web, social media, email lists and more, you can design your marketing materials better for the consumer.
Getting data from a lot of different sources about how everything works together will help you make better business decisions. Knowing how your business is interacting with prospects and leads across all channels is an important aspect of taking your business to the next level.