Along with working a advertising and marketing company with prospects across the globe and a seven-figure native enterprise, immediately’s grasp can also be a kickboxing champion and MMA fighter — making Jennifer Waters simply the marketer I’d least wish to combat.
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, immediately she’s right here to show you 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 identify of her company!)
- Enjoyable reality: 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, you have to assume and market like a Fortune 500 firm,” Waters says.
If that reflexively made your pockets pucker, you may calm down. She signifies that you have to assume larger than just some scattered Fb adverts.
“You want to 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. The truth is, Waters says the basis of small-business advertising and marketing is stay occasions.
“That is the place you’re out shakin’ fingers and kissin’ infants,” she smiles.
For a karate faculty, this is likely to be internet hosting a month-to-month mother and father’ night time out. For a florist, it might be weekly wine-and-design courses. (As a real-life instance, the kung fu faculty I am going to hosts a month-to-month basic kung fu film night time.) The precise particulars will differ, however the targets are the identical: producing leads and constructing visibility.
“We need to be bodily current locally. We need to have inside occasions to convey folks to us, to generate publicity. And since your identify is consistently on the market you grow to be class king or class queen along with your native enterprise.”
In the meantime, as your digital advertising and marketing promotes these stay occasions, your stay occasions present fodder in your digital advertising and marketing. And while you coordinate them each? Voilà! Omnipresence.
Lesson 2: Relationships are all the pieces.
As a result of I’m a large dork, I can’t resist asking the cheese query: What do martial arts masters know that entrepreneurs have to be taught?
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 maintain them coming again. Or feeling snug referring different folks to you.”
Each touchpoint you’ve gotten along with your viewers — at stay occasions, on social media, in your web site, on the telephone — is an opportunity to construct that relationship.
Think about you see an awesome 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: If you reply to your emails, are you sustaining that relationship? Are you proactively reaching out to prospects who speak about you on social media? Once they land in your homepage, are they getting the identical vibe they’ll anticipate at your stay 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 skim 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 site visitors.”
“If I used to be advising a chef who was making an attempt to get folks 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 people, dropping AI-generated photos into your social feed is an effective method to get folks to cease scrolling.
The hot button is determining what makes your distinctive enterprise stand out each on-line and off.
Now, get on the market and don your gi attire.
