How To Market Your Business Online

In this post, you will discover the exact steps to market your small business online.

You will also discover the BIGGEST mistake that business owners make when marketing their business online.

Finally, you will learn the three rules of marketing your business online — even if it is a local business.

Why You Must Read This Post

If you don’t read this post you will spend your marketing budget without seeing any return.

You will spend your money with scam artists who don’t give you an actual return on your money. Forcing you to focus on ‘social media likes’ that don’t bring you money.

You will lose your time and your money. Eventually, you will give up on marketing. You will end in the treadmill of ‘networking’ or ‘cold-calling’ every day.

You will lose touch with your friends and family — and your business will fail.

If you read this post you will discover the simple ‘mindset’ that will force your marketing to make money for you.

Your marketing will start paying for itself. You will bring in more clients, customers, and fans who want to give you their money.

You will become an industry leader — because your marketing is doing its job. You will work fewer hours and make more money than your competition

You will get to live the life that you want — spending time with your friends and family.

You will be the center of attention. Even your competitors will ask you about your secrets to success.

But first, let’s look at

The Biggest Mistake Small-Business Owners Make When Marketing Their Business

… not measuring results from their marketing.

What measure results from marketing? Yeap!

That’s the biggest mistake. If you run any kind of marketing and you’re not measuring results — then you’re fooling yourself.

I know — I’ve been there. I’ve run advertising campaigns in the thousands with no measurement. And lost the money down the marketing and advertising pothole.

That’s one lesson I won’t forget.

Most small businesses market themselves like they are ‘Ford’ or ‘Microsoft’. Thinking they have an unlimited amount of money for advertising.

Sure Ford and Microsoft don’t have an unlimited amount of money — but compared to a small business, they do. For our example, we’ll limit our marketing budget to say $1,000 a month.

That’s not chump-change but it certainly isn’t Ford money.

But that’s not all.

They treat the marketing spend like an unlimited resource. They don’t measure results. They don’t expect the marketing to produce measurable results.

But that’s exactly the purpose of marketing.

Remember, last week we defined marketing as salesmanship in print.

So think about marketing as an extra salesman on your team.

Would you hire a salesman, give him a thousand dollar salary every month, and then not measure his sales?

Not on your life. Not on mine, I wouldn’t.

You would expect the salesman to tell you exactly the amount of money he brought in every month.

Then if he wasn’t making you more than the money you were spending on him — you would fire him. And get yourself a better salesman.

There would always be a salesman — but one who could do his job and bring in sales.

That’s what your marketing is. It’s not that the marketing doesn’t work — it is that the salesmanship in the marketing didn’t work.

And the only way to find out if the salesmanship was good is to track the results you made from you message.

Now the question is how do you market your small business for $1,000.

Before I tell you that — we have to look at the

Three Rules Of Marketing

Here are the three rules of marketing your small business. Most business owners get these wrong.

Rule 1 – The ONLY purpose of marketing is to make sales

Your marketing cannot do two things at the same time. It can only do one thing. And it’s the only purpose — to make sales.

It cannot build goodwill.

It cannot build a brand.

It cannot get your name out there.

It cannot make you look good.

It cannot make your friends jealous.

It cannot show how ‘successful’ you are.

It cannot make your competition envious.

It can only do ONE of those things.

But that’s not a good pick. You must FORCE your marketing to do only ONE thing.

Like when you hire a salesman —  his ONLY job is to make sales. He doesn’t make coffee. He won’t fix the copier. He won’t get the mail.

He won’t do any of those other things, especially if he’s any good.

He will make sales.

And if he’s good — he’ll make enough sales for you to keep him, and you busy overtime.

That’s what your marketing is — a salesman. It’s ONLY purpose is to make the sale.

Your marketing is your salesman. Treat it like that. It’s ONLY purpose is to make sales.

Rule 2 – The only purpose of marketing is to MAKE sales

If your marketing isn’t making the sale — then it’s not serving its purpose. You must get rid of it.

The marketing world is full of metrics that don’t make sales – such as

‘followers’ on Twitter

‘likes’ on Facebook

‘followers’ on Instagram

‘subscribers’ on YouTube

‘followers’ on Quora

Snapchat stories

LinkedIn recommendation

Facebook Friends

None of that makes any sales. It looks good. You can hit it over the head of your competitors and they’ll think you’ve got the biggest hat.

But is  an “all hat — no cattle” situation.

Our marketing must make sales. If it ‘increases engagement’ — it’s bullsh*t.

Our marketing must make sales. If it gives us ‘outreach’ — it’s bullsh*t.

Any other metric — that does not translate into sales — is bullsh*t.

Other metrics include; social media. Unique views. Likes. Followers. Page views. And page rank.

Media companies tout about the increased ‘branding’, ‘social media reach’, and ‘unique views’. That’s a bullsh*t way of saying, “we have no f***ing clue what we’re talking about”.

Your marketing must make sales. If someone tells you that they can’t measure that — fire them. Like you would fire a salesman for saying that.

If your salesman came back to work and said, “I increased your brand awareness today”. You would smack him on the head with a trout and tell him to get the hell out.

Rule 3 – Most marketing is bad — like most salesman

When you hire a bad salesman — you don’t stop selling. You fire the bad salesman and find a better one. Then get back on track.

But the interesting fact is that most marketing is bad.

REALLY REALLY BAD.

And because our culture is awash with advertising we think we understand it.

Then when it doesn’t work — we blame the advertising. Even say, “I tried advertising — it doesn’t work.”

The better answer is, “the advertising we tried didn’t work”. “The advertisement itself was a poor salesman”.

Your job as the business owner is to find the RIGHT marketing. The perfect fit for your product. The one that does it justice. And makes sales.

It’s not to try something — then blame it on marketing as a general. But to blame the advertisement as a specific.

Let’s look at one example that we can all relate to.

A Diamond Ring.

Before the 1930s there were no diamond rings. People got married and exchanged a gold ring. Because gold you could sell gold and use the cash in case of emergencies.

This was a good exchange. Having something of value on you — if you ever needed it in an emergency.

Then a company discovered a rock — the hardest substance in the world. They didn’t know what to do with it.

To make a long story short — they hired a salesman who could write advertisements. He came up with this advertisement.

Which built up the DeBeers empire.

You can read the entire story if you want — here.

When the marketing is good — you can sell a piece of rock for thousands of dollars.

When the marketing is poor — you won’t be able to sell free gold.

Let’s keep moving and look at

How do you install this in your business

Here’s a simple process to install this in your business

First — Track all the sales made from your advertisements. Put a key code on your printed advertising. Have a special phone number. Send each online advertisement to a different website.

Second — If your marketing isn’t making any direct sales to your business, stop using the same ad. Get someone who knows how to create advertisements to do it for you.

Third — If you’re asking your marketing to do more than one thing — stop. Your marketing has only one job — to make sales.

You can make sales by different ways. But only one method in each advertisement. It can be lead generating or actual sale. But only one of those things. Not both.

Fourth — Most marketing will be bad. You will have to go through a few bad marketing campaigns before you find the right one that works for you.

If you’re expecting a miracle to happen on your first attempt. It won’t. You’re better off to putting that money in the bank.

Fifth — If you find a winner — let it run. You will get bored with your advertising far before your customer does. You see it every day. She only sees it once in a while.

Let your winners run.

What to look out for when you put this in place in your business

The first time you install this in your business is going to be hard. You will have to go through some growing pains.

You won’t know what to track — what not to track. Whether you’re doing it right — or you should do it differently.

That’s okay.

The main thing to remember is that you’re holding your marketing accountable to the money you’re spending on it. You want to see measurable results.

Dollars in vs dollars out. That’s all you’re tracking. How much money you spent on a particular ad — and how much money it made you.

The minute you start doing this — you will start seeing results in your business. You will start turning a profit on your marketing spend.

Start small. Spend the first $100 and see what results you’re getting. If you’re getting positive cash flow — keep going. If not, then test another ad.

Keep doing this until you get positive cash flow on your ads. Then scale to $200, $400, $800 and so on. As you see positive cashflow, keep reinvesting your money and keep growing your ad spend.

By doing this — you won’t break the bank.

Any other way and you’re shooting yourself in the food.

Quick Recap

Today we looked at the BIGGEST mistake that small business owners make when marketing their businesses.

We also learned the three rules of marketing — and how to treat our marketing spend.

We looked at an example of a company selling a useless product for thousands of dollars. Using only their marketing.

Finally, we looked at how to install this simple strategy in your business. Without breaking the bank.

Action steps

  1. Look at your current ads and see if you’re tracking them.
  2. Figure out a way to track your ads starting today
  3. Then take steps to scale your advertising as you get positive cash flow

Your Turn

Now it’s your turn.

How are you doing to use them to market your business?

What’s the one step you’re going to take today to market your business?

Leave a comment below — I love to hear from you. If you have any questions feel free to leave a comment below and I will reply to you.

P.S. I know I didn’t tell you the exact steps to market your business for $1,000. If you want me to tell you — leave a comment below.