Marketing and advertising are a challenge for every business owner. I’m not an expert on either of those topics, but one of our viewers asked us to talk about them. Twenty years in the Air Force prepared me well for leading others and running a business, but it didn’t really prepare me at all for the marketing and advertising aspects of business. I experienced a really big learning curve with marketing and sales. Even now, I have to spend a lot of time and effort on marketing. I often ask others for help with marketing now and then. If you’re struggling with marketing, here are four lessons I’ve learned over the last couple of years.

Marketing Lesson #1 – It’s About Your Customers, Not You

Most importantly, it’s got to be about your customers’ needs, not yours. This means talking to your customers your and understanding what their pain points are. You also need to figure out who your ideal customer is. Don’t try to market to everyone. Identify that ideal customer and what their needs are. Help make their lives better with your services. Don’t just give them you want to give and take their money.

Marketing Lesson #2 – Make connections, Not Pitches

This is a hard one for me. When I first meet someone I want to tell them all about my company and all the great things we have to offer. That’s not what everyone wants to hear, especially the first time you’re talking to them. Take some time to make a connection and get to know them a little bit. Let them get to know you and let it grow organically. You can have the discussion of what you have to offer later. This is a great time to pulse them about what their needs pain points are. It’s got to be about meeting their needs not about what you want to offer them.

Marketing Lesson #3 – Use Multiple Channels

It’s not enough to only be in one place.  You can’t just to go to some networking events each month or just use social media. You’ve got to go meet your clients where they’re at, wherever that is. That may mean a using mix of social media, in-person networking, cold calling, cold emailing or even print advertising. Meeting people where they’re at means more than just going to the locations where they’re at or being advertised in the publications they read. It means recognizing that they might not be ready to buy as soon as they see our advertisement. We’ve got to recognize where they’re at and build that relationship. Meet them where they are in their cycle of being ready to buy, not where we want them to be

Marketing Lesson #4 – Put the Time In

For effective marketing and advertising, you’ve got to put the time and effort in. Engage with your potential clients on social media. Go to networking events or meet them in their offices. You can’t just put a little bit of effort in and hope they’ll come to you. You’ve got to get out there and continue to engage with them. Follow up is critical because not everyone is ready to buy the first time you talk to them. That doesn’t mean they’re not interested but you do need to follow-up with them. Engage with your audience on social media and customize your posts for each platform. You’re going to make a post on Twitter differently from a post you make on Facebook. Make sure you’re putting the time in engaging with people and customizing your advertising and marketing messages for the right platform and the right medium.

I hope these tips were helpful to you, I hesitate to even call them tips because these are all lessons that I’ve had to learn and I’m still learning. A lot of them I’ve had to learn the hard way. I hope that this keeps you from having to make the mistakes I did and get a great start on marketing to your customers!