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Your business will live or die by its ability to get a message out to potential clients and customers. If you’re in the technology or engineering industry, you need to communicate with people in ways they will understand, in places they will see it.

That’s a daunting task.

For any business, what to do and how to do it can be confusing. There is a bewildering array of outreach methods, and if you ask any marketing company, they’ll happily give you a huge list to choose from. If you’re doing it yourself, you’ll likely end up in a status of “analysis paralysis”. You’ll spend so much time researching the right method, you’ll never get round to doing anything.

Unfortunately, it’s at this point that many organisations fail. It’s not that they didn’t know what to do, it’s just they never got round to doing it.

It’s the same when attempting to reach your audience using methods that are unfamiliar. Some people spend thousands on courses and then never use them, because they’re afraid.

For example, one of the most common objections is with email. Some business are afraid to use it, even though it’s been shown to be one of the most efficient marketing methods available. Common excuses are that people will just put the mail into spam, or that it’ll be ignored or worse, it will stop potential customers from using them in the future. The very fact that email is so effective proves that these worries are unfounded.

Effective marketing means doing it now

As with much of life, the easiest way to get started with something is to play to your strengths. For example, most people start with an article marketing campaign, but for many this might be just impossible. Writing for business is a lot different to writing a status update on Facebook and there are no excuses for bad spelling or grammar. If it takes you eight hours to write a 500-word blog post, maybe you should look elsewhere.

It’s likely that you’re good at something else, though. Perhaps you’re a dab-hand at illustration? Could you draw something funny or controversial that relates to your business? What’s more, images can become extremely popular and shared widely across many social media platforms.

How about video? It’s not that you have to stand in front of a camcorder and record yourself pointing at your products (although you could if you wanted). There are many ways to use video creatively. For example, you could create a presentation using PowerPoint and convert this into video.

The key, though, is to do something that you are comfortable with and to do it right now.

Or if you can’t, then hire someone.

Maybe you should find someone with the experience to know exactly where your clients are and how they can be reached?

Outsourcing your marketing can be very cost and brings significant benefits to your business. A very simple way to do this is to work out how much time you spend attempting (and sometimes not succeeding) in your marketing and multiply that by your hourly rate.

Are you paying yourself too much to fail?

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