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The Most Common Marketing Challenge Small Businesses Face And How To Solve It

The Most Common Marketing Challenge Small Businesses Face And How To Solve It

After offering marketing and branding services to small businesses and entrepreneurs for over 13 years, I’ve noticed one common challenge they all face — they don’t have a purpose-driven story that’s aligned to their customers’ needs.

What exists instead is a story that is patched together, continually changing, that tries to please everyone and doesn’t ultimately honor their original existence. Overall, their story is inconsistent across the brand and usually only focuses on them. This results in their ideal customers struggling to connect with the brand or even establish how the business addresses their needs.

So why are so many businesses getting it wrong?

There are probably a number of reasons why companies skip this crucial step to sustainably build their business.

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One reason could be due to the ever-changing customer landscape which drives different marketing demands and needs. Another reason could be that while initially having a clear purpose about the product or service they want to offer the world, somewhere along the path to making a profit a company’s reason for existence and clarity on who they are serving was lost in their story, or was never communicated to start with.

Most businesses and entrepreneurs are stuck in a WHAT or HOW story. What their product does, what services they are offering, or how their product or service compares to others in the marketplace. Although this information is important to communicate, it should come secondary.

Marketing is essentially about communicating to your target audience why your product or service is the best solution for their needs and getting them to take action. Whether you use marketing psychology, branding, or the latest online viral techniques, achieving this is the main purpose behind your actions.

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What can be done to get it right?

Whether I’ve been engaged as head of marketing, to build a website, develop a brand, or to complete copywriting for a company, I always start with a business visioning exercise to build the business foundation and develop a purpose-based story. Without this, all my efforts are wasted and will continually need to be duplicated as the story changes.

Advertising dollars and good marketing teams can’t make up for an unclear story and brand. If you aren’t clear on your purpose and whom you are serving, then how will your customers be clear you are the best solution to their needs? As companies evolve and pivot their services and products, the original purpose of the company shouldn’t change. Having a purpose-driven story in place allows you to survive even when market conditions or the company focus changes.

In this information age where customers have more choice, the demand for personalization and relevancy in their communications from businesses needs to become the norm. Companies still stuck in “it’s all about us” stories will automatically lose to companies incorporating their purpose into their “it’s all about you” story to their customers.

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In a nutshell, customers care about themselves and how a product or service is going to improve their lives. They connect through emotions, which can be communicated through a vision/movement and pointing out how you can address their pain points.

To create a purpose-driven story that aligns to your customers needs, the following questions need to be clearly addressed and communicated:

  • The ultimate purpose of your business
  • The why, how, and what of your business
  • Your brand personality
  • What problem you are solving in the marketplace
  • Who your customers are and their needs
  • The challenges your customers face and what solutions you offer
  • Your company language and main keywords

Investing time and money in this investigative and creative process, whether internally or through a marketing and branding consultant, will save your business time and money in the long run.

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Featured photo credit: Death to the stock photo via deathtothestockphoto.com

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Kelly Weiss

Purpose-driven business + lifestyle coach

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Last Updated on August 10, 2020

10 Things You Should Do If You’re Unemployed

10 Things You Should Do If You’re Unemployed

Regardless of your background, times today are tough. While uneven economies around the world have made it incredibly difficult for many people to find work, the recent COVID pandemic has made things worse.

Regardless of age and qualification, stretches of unemployment have affected us all in recent years. While we might not be able to control being unemployed, we can control how we react to it.

Despite difficult conditions, there are many ways to grow and stay hopeful. Whether you’re looking for work, or just taking a breather between assignments, these 10 endeavors will keep you busy and productive. Plus, some may even help push your resume to the top of the next pile.

Here’re 10 things you should do when you’re unemployed:

1. Keep a Schedule

It’s fine to take a few days after you’re finished at work to relax, but try not to get too comfortable.

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As welcoming as permanently moving into your sweatpants may seem, keeping a schedule is one way to stay productive and focused. While unemployed, if you continue to start your day early, you are more likely to get more done. Also, keeping up with day to day tasks makes you less likely to grow depressed or inactive.

2. Join a Temp Agency

One of the easiest ways to bridge the gap between jobs is to find temporary work, or work with a temp agency. While many unemployed people job hunt religiously, rememberer to include temp agencies in the search.

While not a permanent solution, you will be in a better position financially while you search for something permanent.

3. Work Online

Another great option if you’re unemployed is online work. Many different sites offer a variety of ways to make money online, but make sure the site you’re working for is reputable.

Micro job sites such as Fiverr and Upwork as well as sites that pay for you to take surveys, are all quick, legitimate options. While these sites sometimes offer lower pay, it’s always better to move forward slowly than not at all.

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Here’s How to Find and Land a Legit Online Work from Home Job.

4. Get Organized

Unemployment is an excellent opportunity to get organized. Embark on some spring cleaning, go through old boxes, and get rid of the things you don’t need. Streamlining your life will help you dive head first into the next chapter, plus it helps you feel like your unemployed time is spent productively.

Try these tips: How to Organize Your Life: 10 Habits of Really Organized People

5. Exercise

Much like organizing your life, another good way to keep yourself enthusiastic and healthy is to exercise. It doesn’t take much to get slightly more active, and exercise can help you stay positive. Even a walk around the block a few times a week can do a lot for keeping you motivated and determined. If you take care of yourself, you can make the most of this extra time.

6. Volunteer

Volunteering is an excellent way to use extra time when you’re unemployed. Additionally, if you volunteer in an area related to your job qualifications, you can often include the experience on your resume.

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Not only that, doing good is a true mood booster and is sure to help you stay optimistic while looking for your next job.

7. Improve Your Skills

Looking for ways to increase your job skills while unemployed is a good way to move forward as well. Look for certifications or training you could take, especially those offered for free.

You can qualify more for even entry level positions with extra training in your line of work, and many cities or states offer job skills training. Refreshing your resume, and interview and job skills may make your job hunt easier.

8. Treat Yourself

Unemployment can be trying and tiring, so don’t forget to treat yourself occasionally. Take a reasonable amount of time off from your weekly job hunt to recharge and rest up. Letting yourself rest will maximize your productivity during the hours you job search.

Even if you don’t have extra money for entertainment, a walk or visit to the park can do wonders to help you go back and attack your job hunt.

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9. See What You Can Sell

Another good way to bridge the gap between jobs is to sell unused possessions. eBay and Amazon are both secure sites, but traditional garage sales are a fine option too. Sell off a few video games, or some electronics, for some quick and easy cash while you figure out a permanent solution.

10. Take a Course

Much like training and certifications, taking a class can be a good way to keep yourself sharp while unemployed. Especially when you’re between jobs, it can be easy to forget this option, as most courses cost money. Don’t forget the mass of free educational tools online: 25 Killer Sites For Free Online Education

Keeping your brain sharp can help you stay focused and may even help you learn some new, relevant job skills.

The Bottom Line

While unemployment numbers are still high, there are many things you can do to better yourself and move forward. While new skills to aid your job hung might seem out of reach, there are plenty of free ways to get ahead, online and off.

Additionally, don’t forget that taking time for yourself can do wonders for keeping you productive in your job hunt. While it is a challenge, don’t give up–being unemployed can offer you extra time to better yourself, and possibly grow more qualified to find work.

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Featured photo credit: neONBRAND via unsplash.com

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