Member-only story
“People fail not because they aimed high and missed. People fail because they aimed low and hit.”
Given my specialization in social media marketing, I was recently approached by a friend of a friend for some advice on how he could increase the sales revenue of his fledgling small business — a home bakery.
After some discussion to derive his USP (unique selling proposition), and a quick audit of his current marketing strategy, it was clear that the problem lay with him not filling the top end of his sales funnel.
As his cakes were priced competitively, plated well, tasted good, and he provided good customer service, he was getting good conversions from Interest to Decision, and Decision to Action. Unfortunately, there was not enough Awareness for his bakery.
I recommended that he focus on filling his marketing funnel by generating more Awareness for his business. As his clientele is predominately PMETs who use social media, I proposed a native social media campaign on Instagram or Facebook. He agreed enthusiastically and asked what it…
