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Try responding to LinkedIn questions - Part 2
Mark Coster
Founder of Pixooma
In September’s blog I focused on the importance of creating relationships and good connections by responding to LinkedIn questions, particularly if you have something worthwhile and relevant to shared.
Now if you remember, Alan owned a new small business and wanted to grow and attract new customers. The last blog on this topic answered Alan’s initial design related LinkedIn questions - 1. Do I need to rebrand and 2. Do I need a fancy logo? In this blog, I want to focus on his remaining two questions.
… it’s better to do a few things well than try and do everything.
Do I need an incredibly impressive website?
If you mean flashy, I'd say no. If you mean that your website is incredibly impressive because it demonstrates the quality of the product/service you provide, then yes that would help. But I don't think you need to highlight masses of high-end clients or flashy projects. As long as your website demonstrates that you know what you are doing and have a number of satisfied customers that can testify to that fact, then this will help you to build credibility and trust.
In my view, website design should be like logo design. Your first priority is that it should work well for the person visiting your site, so it needs to be easy to use with clear navigation, fast loading times, mobile responsiveness and strong calls to action. Secondly, it should also contain clear and easy to understand information and look professional as well. Essentially you must prioritise substance over gloss!
Finally, when considering your website design, it’s worth bearing in mind that a simpler, well-designed website will often look better and be easier to navigate on small mobile screens than graphics-dense designs. And given that many of your future customers might first encounter your website on their mobile phone screen, ensuring it is easy to read, download and navigate around is essential.
Is there something I should be doing more of?
When it comes to marketing your business, whilst a simple website, good brand and some social media activities are essential, there is always something more that you can do.
However, it’s worth pointing out that whatever activities you undertake, you will not always get instant results. That’s why I tell people that marketing is an investment; something that should be done consistently and regularly in order to grow your business.
But remember that some options, like networking, because of what is involved, will take longer for the results to show, but that doesn’t mean you shouldn’t do it, only that you probably should make a start sooner rather than later. I can happily attest to the benefits of building a strong network of potential clients, referrers and suppliers when it comes to helping build your business.
There is a wealth of marketing options, see below, but whatever channels you decide to go with make sure that having identified your target market you let your network know in every way you can who they are, and how they can help to connect you.
- Adverts either online, in trade publications, or on social media
- Radio interviews
- Offer to do an educational presentation at networking and other groups
- Newspaper press releases and other PR
- Approach your ideal clients either by phone or email or by direct (lumpy) mail with something personalised and carefully considered to get their attention
Seek out a marketing professional
If you think that’s a lot of things, remember you don’t have to do them all yourself. You can outsource some of them if you want to. Remember, though, that it’s better to do a few things well than try and do everything. As a starter, I'd recommend that you get professional advice before committing too much time and/or money, and then have a written plan with goals, so you can monitor and report on any results.
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