Bend, Oregon – In the world of tech, exponential growth is commonly talked about, but what isn’t talked about is how many other companies fail. What about the other businesses out there? How come they don’t grow as quickly?
That’s the question Tim Matthews, founder of The Powerful Man, had when he sought out solutions to help his company grow so they could reach more men. Here’s how he did it.
Tim partnered with an experienced marketing and branding company, Branded Innovation, to do a complete diagnostic of his business. It’s been said, if you aren’t assessing, you’re guessing.
The Assessment Phase
The team did a complete audit of all The Powerful Man’s online assets, starting with their home base – their website.
What most people don’t realize is that your website is the only asset on the Internet that you have control over. You can’t control what Facebook is going to do (just ask brands that invested heavily in getting “Likes” how that went) nor any other platform – just your website.
The team at Branded Innovation went through The Powerful Man’s website from both a user perspective (UX) and a technical perspective to make sure all the components of proper on-page SEO, or search engine optimization, were in place. Having all of these elements in place will allow you to put your best foot forward and will have a better chance of getting found by your ideal clients who are out there searching for you and what you offer. The items missing were noted, and suggestions for changes were made. A heat map was also put in place to see how users were actually interacting with the site rather than guessing.
“Without the data, you’re simply playing a game of pin the tail on the donkey and running your business blindly,” said Doug Holt, founder of Branded Innovation.
The Right People
This next step may seem obvious, but according to Mr. Holt, it’s one of the most commonly missed or incomplete items when he works with a client, and that’s making sure you know your ideal client inside and out. Do you know where your ideal client hangs out? How about what they read and who they follow? Do you know if they have kids or are married? Mr. Holt took Tim and the team from The Powerful Man through a series of exercises to help get clear on who their ideal client is and where they spend their time so the messages that The Powerful Man puts out get in front of the right people at the right time.
“Going through the avatar [ideal customer] is a process that surprises most of our clients. They think they know who they are trying to market to, but after getting crystal clear, they realize that they are often missing the target. It’s fun to see their eyes light up when they realize the potential.” Said Darcy Curry, head of Operations at Branded Innovation.
Once the ideal customer is clearly defined, the team moved onto the company’s messaging. “Knowing what to say and how to say it is essential in any relationship. Business is done by people, and for people, so proper communication is critical. It’s also important that the brand’s messaging be authentic and clear,” said Doug Holt.
Legs on The Table
The Powerful Man had been focusing its marketing efforts on Facebook, and although it was working, the playing field was getting more crowded, and the cost of ads was increasing.
“A common mistake many businesses make is only having one to two legs on the table. Think of a large dinner table, the more legs it has, the bigger and more stable it can become. Each leg represents an avenue of marketing. Email marketing is one leg, SEO another, and LinkedIn yet another. The key is to get as many solid legs on the table as possible for your company,” says Mr. Holt.
According to Mr. Matthews, developing out other areas for the men he was targeting made a significant impact on his leads. The Powerful Man was no longer relying on one advertising platform, but now had over ten sources of lead generation.
“The legs on the table concept Doug presented was a game-changer for our business. We grew over 400% and are still growing rapidly,” said Mr. Matthews.
The key to growth of this nature is to start with an assessment, then work your way through a process, and finally, develop a strategy that you and your team can execute upon.
Here is what you can do today to grow your business just as Mr. Matthews did:
Step 1 – Get an audit done of both your website and your online presence. You can’t go anywhere if you don’t know where you’re starting from. You can start by getting a free audit over at www.brandedinnovation.com. Google also offers tools to help you understand your site’s speed performance, and if your website is mobile-friendly or not.
Step 2 – After you have your audit, make the changes that need to be made. This may involve hiring a programmer to make some coding changes, this could be you making some content edits, or it could be time for a complete overhaul.
Step 3 – Run through a Buyer Persona Sheet to understand your ideal client intimately. You want them to be a person that you can speak to within all of your messaging and assets you are putting out into the world.
Step 4 – Get clear on your messaging. What is it that you want to portray as a person and as a business? What values do you stand for, and what core ideas do you want your audience to take away from engaging with you? Work with a professional if you can as they can draw the right messaging out of you and help you clearly communicate to your ideal customer or client.
Step 5 – Once you’re clear on your messaging, run through all of your assets (from your lead magnets to your website). Is your messaging on point within these assets? Or do you need to make some changes?
Step 6 – Take a look at the legs you have on the table. How many streams of lead generation do you have? Do you have a sturdy table, or are you relying on one avenue? If the answer is that you are relying on one or a few avenues, then it’s time to explore some other options to gain even more exposure.
In the end, you’re running a business, and that business happens to have an online presence. Making sure you are covered on all bases is a critical foundational step to scaling your business.