Every great sports team knows that it takes a great coach to lead them to victory. It’s time that we take this same mentality to marketing.
Marketing, when done right, can help a small business define their brand, reach their audience, and promote their business. This is why it's so necessary for small businesses to develop a marketing strategy if they want to see success. But to do so from scratch can be a daunting task for any business owner and, if done prematurely, businesses can find themselves spending their time, money, and efforts for very little results.
This is where coaching comes in.
While paying for coaching in order to save money may seem ironic, hiring a marketing professional streamlines your marketing decisions and helps you avoid unnecessary spending. For the same reason I want our Michigan’s Men’s basketball team backed by Juwan Howard, here are four reasons (of many!) why hiring a coach will lead your small business to victory.
Hiring a marketing professional streamlines your marketing decisions and helps you avoid unnecessary spending.
1. A Coach Identifies Your “So What?” & Keeps You Customer-Centric!
Having a strong value proposition is the cornerstone of a successful marketing campaign. It’s the “So What?” on your landing page that gives your customer a reason to shop longer. A defined statement not only helps you stay on task but saves you lots of money during the marketing process. A marketing coach sets you up for success by helping you identify your target audience as well as their wants and needs. From there, they help you determine how your product is meeting these needs and how your offering is unique to the competition. Together you’ll write a value proposition, positioning, and promise statements- all of which set the tone for your brand and future campaigns.
2. A Coach Helps You Avoid Common Digital Media Faux Pas!
Most small businesses recognize the benefits of using social media in their marketing campaign, but utilizing platforms ineffectively can be a huge money waster. While jumping right into designing an Instagram Reel may be tempting, it is a waste of time and effort if you don't know who your customer is or where to find them. A coach helps you define your brand so that your communication is clear to your target audience (Remember that “So What?” we just talked about?).
For those businesses that already have an internet presence, a business coach reviews your current digital media and offers suggestions for improvement. And when it comes to your brand image, ask what tools are readily available (and free!) for assessing your website’s ease, aesthetics, content, speed, and mobile friendliness.
3. A Coach Uncovers Your Story To Expand Your Reach!
One of the most difficult tasks a business faces is reaching new customers. Unfortunately it’s not always as easy as “if you build it, they will come.” This is where storytelling comes in. Finding your authentic voice makes your company more appealing to customers. People want to know your business’s story; it allows them to connect with you emotionally and makes you relatable and different from your competition. Working with a business coach helps find your voice, your story, your authenticity. And since you’ve already done the groundwork to find your customer, you’re ready to begin selling by telling so that you can expand your reach and increase sales.
It's not always as easy as "if you build it, they will come."
4. A Coach Brings Balance To Your Life!
As a business owner and mom, I know that managing my time is one of my greatest challenges. Everything seems important! A coach is an objective third-party who brings clarity to your to-do list. They help you make a list of weekly, monthly, or quarterly goals so that you don’t waste time on any task that doesn't achieve your objectives. This is a real time-saver for small business owners who often don’t have a moment to spare. Hiring a business coach helps prioritize your list and thus bring balance to your life!
As you know, a coach doesn’t play the game for their team but trains them to win it on their own. It's exactly the same in business. While you could hire someone to do your marketing for you, a business coach gives you the tools and teaches you the skills needed to do it yourself. What may seem like another added expense actually saves you time and effort in the long run. So if marketing your business has begun to feel like a series of “Hail Mary” passes, consider bringing in a business coach to get you back on that winning streak.