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5 secrets to surge business revenue significantly by Hayley Bohan, founder of ‘Marketing On Purpose’

Let’s face it, this pandemic has put some small businesses in what seems to be “unrecoverable positions.” While some industries are still trying to recover from the economic slump, others have been lucky enough to adapt, pivot, or have dodged the proverbial bullet altogether.

Whether you are stuck, surviving, or prospering, Hayley Bohan, Founder of Marketing On Purpose, has accumulated the best of her marketing ideas to conquer small businesses from chaos. She started her career as a marketer 20 years back. In the last four years, Hayley’s extensive knowledge as a marketing coach at Marketing On Purpose has helped many local and small businesses to thrive in the most competitive markets.

She explains “There is a lot of misinformation in the industry that often confuses small business owners into thinking that there is one perfect and speedy solution that will save the day. Unfortunately, that is just not true!”

Thus, she has derived certain marketing “secrets” that will act as pillars for business owners. These pillars would enable them to grow their business, increase revenue, anchor in the long run and set off their journey from the right track.

1 Create a Brand-Worth-Loving

“The first step to effective marketing is to shape a distinct brand that sets you apart in the most desirable way for your most ideal customers. And, when you are able to do this, marketing becomes both effective and easier,” says Bohan.

In order to stand out in a saturated market, businesses need to create a strong marketing foundation that starts by making a “brand-worth-loving.” Her company, Marketing On Purpose, teaches small business owners to create and leverage this specific kind of brand strategy. She believes “Buyers and younger generations today, especially those inclined to support small and local businesses, really care about authenticity. They trust those businesses that are corporately responsible and aware of their actions. Creating a ‘brand-worth-loving’ will create more reasons for your customers to choose your business.”

According to Bohan, when you have a strong brand strategy, which focuses beyond the “look of your brand”, you can see more effective results in your chosen marketing channel.

2 Prioritize, Plan & Tweak

Many small businesses are real action takers and that’s truly impressive! But, effective marketing requires a strong strategy and planning.

According to Bohan, businesses must take the time to figure out the goals that matter to them, whether it is revenue, number of customers, number of employees, or a goodwill goal. Finally, create a marketing plan based on that chosen goal.

Bohan also urges business owners to consider their resources and time available to implement the plans. “It is better to excel in one channel where you find your ideal customers rather than being omnipresent. Focused and consistent efforts, especially when it comes to social media, will give better results.”

“And, don’t forget to evaluate your efforts. That’s how you improve,” she adds.

3 Leapfrog results with training

“When I worked for Labatt Breweries, I often came across discussions about the significance of Executional Excellence. The discussion seems like a lifetime ago, but I still relish the lessons learned from it.” Hayley further explains; A marketing plan is worthless if it’s incapable of getting executed. With so many small businesses winging it and doing their own marketing, they usually miss out on revenue potential.

She further explains, “The smallest tweak to execution can make a big difference.” Think of it as baking a cake. Most of us need a recipe, most of us can follow it. But if you just read the ingredient list and throw it all together, the resulting cake would not be as good as the one made by following mixing and baking instructions.

Hayley continues, “Small businesses are founded because the founders have a passion, expertise, or strength, and oftentimes that skill is not marketing. Getting help from experts is not anything to be ashamed about. It becomes a shame when people don’t seek help when they need it.”

4 Focus on Customer Lifetime Value

Hayley’s ACRE Growth System aims to foster client growth while honing her own approaches. The system focuses on uncovering worthy aspects of marketing rather than just attracting new customers. Although customer acquisition is important, businesses need to consider their entire marketing system that stands stable on these four aspects: A- Attract, C- Convert, R- Retain, E- Expand.

The R (Retain) and the E (Expand) hold utmost importance. It focuses on developing a customer experience after their initial purchase. According to Hayley, the process of acquiring new customers is “financially stressful and time-consuming.” Thus, hold on to your existing customers.

Consistent revenue and comfortable growth has a secret mantra: Create opportunities to upsell your complementary products and services to your existing customers.

“Selling more to an existing and happy customer puts less burden on your pocket in comparison to acquiring new ones,” she adds. If business owners start focusing on increasing the lifetime value of customers, growth becomes less of an uphill climb!

5 Don’t be boring

Hayley’s final secret to creating a successful marketing plan is to kick out the monotonous. She says, “Let your brand breathe in the creative air.” According to her, being boring is the biggest threat to a business, especially if you rely on social media as your main marketing channel. She cautions, “you don’t just want to be loud and different, you want to understand your most ideal customers to the point that you can captivate them effortlessly.”

If you are dull on social media or blend in with other monotonous marketing trends, then your expected growth and revenue might seem far from your reach. Her favorite way to help businesses stand out is to help them find meaningful purpose beyond their products or services. She says, “When businesses matter more, customers notice and care. In fact, there have been several studies that indicate that brands with a greater purpose do better.”

Hayley’s program, Marketing On Purpose Academy, aims to elevate businesses to their best potential. The program acquaints business owners with ways to grow in a competitive business world. It all starts with understanding their own unique customers, creating their marketing plans, building brands-worth-loving, learning to execute with excellence and ends with a thriving business model!

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