When it comes to gaining clients for your small enterprise, there are two approaches from which to choose. You can “push” your message at your potential buyer with traditional marketing methods, or provide helpful information to assist with their buying decisions and “pull” them your way. Which approach is best for you? Well, that depends…
 

Does Your Small Business Push or Pull? 

The “push” approach to marketing your services thrusts your offerings before your potential clients. In a word – it’s risky! (IMHO)
 
The drawback with “push” is that your buyer is likely not in the market for your service at the moment you have your “push on.” You gamble that potential new clients won’t be irritated by the interruption that “push” marketing creates, and ignore all future offerings. Opportunity missed!
 
“Pull” technology, on the other hand, is based on the principles of attraction. It works like a magnet by attracting potential clients to your business. What’s even more compelling is that it taps into how the consumer of today wants to buy.
 
Why We Recommend “Pull” – The Numbers Never Lie
 
With the emergence of mobile devices and social media, consumers rule! In fact, 73% of consumers say positive customer reviews make them trust a business even more (and increase from 58% in 2012)
 
In a study conducted by Quirk’s Marketing Research Media, 79% of study respondents report checking an online review before making a purchase.
 
57% of a typical purchase decision is made before a client ever talks to a provider. (Corporate Executive Board) Information rules!

In 5 years, Target Marketing tells us that clients will manage 85 percent of their relationship with a service provider without ever interacting with a human. (Yikes. I may be unemployed!)

Each month, 329 million people read blogs. (Is your blog one of them?) In fact, according to NewsCred, 70% of buyers today prefer to get to know a business through (blogs) articles rather than ads. (Click to Tweet)
 
Long Live Small Business Blogs!
 
Research conducted by Hubspot on the State of Inbound 2014-2015 revealed that those who blog are 13X more likely to net a positive return on investment. Isn’t that what we’re all after? In fact, 84% of inbound (i.e. pull) marketers – compared to 9% of outbound (i.e. push) marketers – suggest that blogs and social media are rising in importance. (Click to Tweet)
 
Why?
 
That’s where leads – your future clients – are found! Or, more accurately, that’s where your future clients will find you!
 
Plus, leads acquired by “pull,” or inbound strategies are less costly than those acquired from “push,” or outbound practices. Anyone who has every attended a face-to-face networking event, or joined a chamber knows how costly it can be…especially when you include your soft costs (i.e. your time).
 
Leverage Your Blogging Efforts
 
Now that you’re wholeheartedly on board with blogging, you want to leverage your time and energy. According to MarketingProfs.com, adding sound scientific data to your blogging efforts elevates the return-on-investment. Here’s what they have to say:

• 87% of blog articles are posted during the week with the primary days being Tuesday and Wednesday with the peak posting time between 11 a.m. – 12 p.m. ET (Eastern Time)

• 13% of blogs posted on weekend actually had more social shares with the peak social sharing time of 9 p.m. – 12 midnight ET. The greatest engagement on social media, however, occurs between 10 p.m. – 11 p.m. ET with spikes between 4-6 a.m., 7-8 p.m., and 1-2 a.m. ET.

• Blog titles with 60 characters receive the most social shares

• Blog posts with a question mark in the title had many more social shares

Now that you know the kind of return gained from your blogging prowess, are you ready to “pull” a few clients your way?

Marketing online today is much like Where’s Waldo. Your perfect client knows you’re out there somewhere but, like Waldo, your small business is lost in the massive amount of information published.  Plus, there are suspiciously similar looking “Waldos” designed to throw your potential clients off course from finding the real deal.

Where’s Waldo is series of children’s books filled with pages of illustrations with dozens of people participating in a variety of fun activities at a certain location. The purpose of the book is to challenge the reader to find “Waldo” hidden in the group.

Waldo wears a distinctive red-and-white striped shirt, bobble hat, and glasses that make him easier to identify. However, the use of red-and-white striped “red herrings” is sprinkled throughout the illustration to throw the reader off course.

Finding Waldo

Doesn’t that sound eerily familiar? Your client – the one that should be hiring you – can’t seem to find you in the crowded marketplace. One by one, they click, connect, and engage various service providers – only to discover its yet another hollow chocolate Easter bunny. Plus, you have trouble finding your ideal client! How frustrating – for both of you.

Enter your buyer persona – the tool that makes it easier for your buyer to find you – and for you to find them!

Lead generation and client acquisition are dramatically enhanced with a buyer persona. Your small business’ unique persona:

• Narrows your focus
• Sharpens your marketing messages so you can be heard more clearly
• Meets your buyer’s need for a more human, one-to-one experience
• Serves as a real competition hacker
• Dramatically improves your marketing efforts

Confused by knowing who to connect with on social media? Let your buyer persona be your guide.

Not sure what to write for your blog? No worries! Allow your persona to inform you of topics most important to your client.

Stumped for words for social media posts? Simple. Your buyer persona enlightens you to the words most commonly used by your ideal client.

Your buyer persona: it’s personal – relevant – engaging. It’s the perfect tool to connect you and your buyer. And, just like “Waldo,” neither of you will be fooled by the red herrings.

Ready to make the connection?