Along with operating a advertising and marketing company with clients across the globe and a seven-figure native enterprise, at present’s grasp can also be a kickboxing champion and MMA fighter — making Jennifer Waters simply the marketer I’d least prefer to struggle.
Although Flo from Progressive looks like she’d be a scrapper, proper? It’s not simply me?
However somewhat than spend our time arguing about which mascot would win within the octagon, at present she’s right here to show you learn how to kill it… in small and native enterprise advertising and marketing that’s. However don’t fear; you SMB and enterprise entrepreneurs will get your kicks in, too.
Meet the Grasp
Jennifer Waters
Co-founder, 7 Determine Dojo; Government sensei, Seigler’s Karate Middle
- Declare to fame: Grew her small enterprise to seven figures (Thus the title of her company!)
- Enjoyable truth: She’s a sixth-degree Kempo karate black belt and purple belt in Tetsu Shin Ryu Jiu-Jitsu
Lesson 1: Overlook omnichannel. Suppose omnipresence.
“To outlive as an area enterprise, it’s good to assume and market like a Fortune 500 firm,” Waters says.
If that reflexively made your pockets pucker, you’ll be able to chill out. She implies that it’s good to assume larger than only a few scattered Fb adverts.
“It is advisable do what I name omnipresence advertising and marketing. Digital advertising and marketing is only one arm of it,” Waters explains.
So whereas omnichannel refers to coordinating your advertising and marketing throughout all your digital channels, omnipresence means you embody the actual world. In truth, Waters says the basis of small-business advertising and marketing is reside occasions.
“That is the place you’re out shakin’ arms and kissin’ infants,” she smiles.
For a karate college, this may be internet hosting a month-to-month dad and mom’ evening out. For a florist, it could possibly be weekly wine-and-design courses. (As a real-life instance, the kung fu college I’m going to hosts a month-to-month traditional kung fu film evening.) The precise particulars will differ, however the targets are the identical: producing leads and constructing visibility.
“We need to be bodily current in the neighborhood. We need to have inner occasions to deliver individuals to us, to generate publicity. And since your title is consistently on the market you turn out to be class king or class queen together with your native enterprise.”
In the meantime, as your digital advertising and marketing promotes these reside occasions, your reside occasions present fodder on your digital advertising and marketing. And once you coordinate them each? Voilà! Omnipresence.
Lesson 2: Relationships are all the pieces.
As a result of I’m an enormous dork, I can’t resist asking the cheese query: What do martial arts masters know that entrepreneurs must study?
Waters’ reply is something however cheese.
“Relationships are all the pieces,” she says. “Your relationship to the person buyer, or on this case to your martial arts scholar, is what will preserve them coming again. Or feeling snug referring different individuals to you.”
Each touchpoint you’ve got together with your viewers — at reside occasions, on social media, in your web site, on the telephone — is an opportunity to construct that relationship.
Think about you see an ideal video advert, so that you name up the corporate and… some impolite jerk solutions the telephone.
“All that advertising and marketing did nothing as a result of the connection wasn’t there.”
It is a good time to take inventory: Whenever you reply to your emails, are you sustaining that relationship? Are you proactively reaching out to clients who discuss you on social media? After they land in your homepage, are they getting the identical vibe they will anticipate at your reside occasions?
Lesson 3: Trigger a pause.
For Waters, the present period of promoting is all about asking, “What can we do to get this individual to cease?”
Cease scrolling and watch your video. Cease clearing the inbox and browse your e-newsletter. Cease strolling and take a look at your sales space at your native truthful.
“If I’m going out in individual, I’m not getting into plain garments. I’m going to throw on a karate gi and now I’m stopping visitors.”
“If I used to be advising a chef who was attempting to get individuals to come back over and style the pastries, I’d say placed on a chef’s outfit with the hat and all the pieces,” she gestures at an imaginary toque like Ratatouille.
And the identical precept applies on-line; you simply have to determine the digital equal of your gi. Waters notes that, since they’re nonetheless new and novel to most folk, dropping AI-generated pictures into your social feed is an efficient approach to get individuals to cease scrolling.
The bottom line is determining what makes your distinctive enterprise stand out each on-line and off.
Now, get on the market and don your gi attire.
