We love to feature blogs from people we know and work with. Dani Spence, from Wellingborough Wills, has written up a fantastic piece about the challenges of marketing her business. If you’d like to write a guest blog and get some additional exposure for your business, please email me: firstname.lastname@example.org
Marketing can be one of the biggest challenges for any business. This is particularly true in my case – as my business is death.
Together, with my Dad, I run a will writing and estate planning company called Wellingborough Wills. We kind of “fell” into this business, after my grandmother suffered a severe stroke and my grandfather grew concerned about losing his home to pay for care.
Through our research, we discovered that there are ways that you can protect against such things, as well as a range of other potentially disastrous occurrences, and we decided that we wanted to help others to do it too.
Unfortunately, this is easier said than done, as most people have the wrong idea about will writing and think it is just about who gets your stuff when you pass away. There is much more to it than people realise, and trying to make people aware of this is our first challenge.
Death is a difficult subject for people to talk about it, meaning writing their will is one of the last things on their to-do list – if it even features at all. In fact, so many people die without writing a will.
Some of the reasons people give for not writing their will are:
- I don’t have anything to leave
- I am too young
- I am not ready to die yet/ I have too much living left to do
- I am not mentally prepared for it yet
- I don’t have time
Once these reasons have been addressed, it may become easier to market my business. But changing people’s perceptions is one of my biggest challenges. Until this happens, many people don’t understand the importance of writing their will, and therefore have no interest in what my company does.
Another challenge is creating the right content. It is important to create content that interests people and makes them want to read it. This can be particularly difficult in this industry as it is still considered a taboo subject.
How I market my business
Due to general attitudes towards will writing, one of the most important marketing strategies for me is to raise awareness and educate people on will writing and estate planning as a whole.
Some of the ways that I currently market my business include:
A blog is useful when I want to share more content than I do with a single post or advert. It allows me the opportunity to focus and give more information on one particular area or topic. I have also used blogs to share my own personal experiences.
One of the biggest challenges with writing blogs is having the time to do it. They take up much more time than an average post or advert as they require a lot more content. Another challenge is then getting people to read it once it has been published.
Having a website means that I have somewhere to host relevant information about will writing and estate planning, as well as general information about the company too. It gives me the opportunity to reach a much wider audience. Nowadays, most people use social media or google to find a business and therefore it is so important to be found online. Having a website also improves credibility with the general public.
The biggest challenges associated with having a website include having the right content and the right design. It can be very time consuming but also very difficult when I have very little experience in this area. Another major consideration when having a website is SEO. Making sure my business can be found high up in google search rankings is very challenging.
A large proportion of the general public are on social media, on one platform or another. I have created a company profile on Facebook, Twitter and LinkedIn, which enables me to reach out to engage with a larger audience. One of the biggest benefits of being on social media is that it is all generally very low cost. Social media can also be a great way to connect with other people and businesses, particularly in the local area.
Social media can be very time consuming, the more platforms that you use. I spend a lot of my time using the company’s social media accounts. It is also something that I find I can’t switch off from and need access to 24/7.
Another challenge, and possible my biggest, is getting people to engage with the posts that I share, whether this be general information, articles, or even my own blog posts. Social media is all about engagement, rather than adverts, and I find it very difficult to create posts that other people engage with.
Social media is also very visual, with pictures and videos creating a much wider reach. Unfortunately, my business is not very visual, unlike that of a cake maker or florist, so I have to try to be much more creative with the imagery that I use.
Marketing any business is a challenge. But knowing how, where and what to market in order to create more interest and therefore more leads in my business is very complicated.
Luckily I have attended many of the Lunch and Learn sessions with the OneFourSix team which have helped me to understand the basics of marketing as well as which marketing methods are best for my business.
Due to the nature of my business, marketing will always be something that provides many challenges for me. However, I have found that consistency is key. Whilst not everything that I post or share receives engagement, some of it does and has started to change people’s thoughts about writing wills. It has also helped people to get a better understanding of what it is all about, which in turn has generated more leads for my business.
Marketing may be a challenge, but it’s one that I intend to face every day in order to help others and achieve what my Dad and I set out to do!
Author: Tom Jullings
I work with clients to improve the digital marketing experience they present to their customers – from web design and SEO to outreach marketing and social media.
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