Marketing is an area that can boost your business quickly. In this article, I’ll outline 7 proven steps to kick your marketing into high gear.
Marketing Step #1 — Be different and unique
What is your unique selling proposition? What makes you different – that really unique thing that is difficult for the rest of the competition to copy or do better? (Hint – if it’s price, you’re already in a race to the bottom where everyone loses.)
How are you different? What makes you, your services or products unique? With over 80% of small businesses having a strong service component, this is a critical area – set yourself apart from the rest.
If you are providing a commodity product or service, you might think it’s hard to set yourself apart. Always, there’s something you can find, do or commit to in your business that no one else can duplicate. Be creative, and use a secret weapon… (write this down) Google.
Marketing Step #2 — Stay in Contact
More than 80% of all sales are made on or after five contacts with the potential customer. Yet studies have shown that 54% of all salespeople give up after the first call… and 96% give up after 4 calls.
Many small businesses do not consistently stay in touch with their prospects, referral sources and existing clients. This is a critical mistake.
Develop and use a follow-up system. Write on your blog, publish a weekly newsletter or ezine, collect and distribute interesting articles, regularly send out useful postcards with a short tip and special offer.
There are many inexpensive ways to regularly put your name in front of your clients and prospects. Just get started and do it consistently!
Marketing Step #3 — Be conspicuous
Are you consuming all your time with "busy"? It’s time to develop effective ways of letting people know who you are and what you do. You can tactics to get media and public attention and that can boost your business.
Use free tactics like networking, public speaking, publishing articles and press releases. These are effective of getting the word out. Plus you build credibility by having someone else talk about your business.
A website / blog, radio advertising, direct mail, telephone marketing, and follow up systems can all be very effective… especially when used together. It’s simple: if no one knows what you do, you will struggle to build your business.
Marketing Step #4 — Do what it takes to impress
Marketing guru Jay Abraham defines clients as:
Someone who is under the care, guidance and protection of an expert in a particular field.
It easy to lock in on securing more business. A great way to differentiate is to “Hug” and over deliver to the clients you already have. Would your referral rate increase if you regularly responded to your clients, like you did on the day they hired you?
You see this is a simple, overall element of marketing and building a brand – consistently over-deliver. Just being consistent with how you deliver will bring a level of security to your clients and they will come back for more.
Marketing Step #5 — Sell by educating
You are an expert in your market area and field. But you must continually educate your market to both establish credibility and to bring them up to speed on what your expertise will do for them. Most potential clients don’t know how you can help them. Educating them, breaks down their resistance.
Use industry study findings, facts and research to prove that you know more than they do – you’ll lessen the times when you feel like they have all the control. Four more ways to boost your educational element: write articles both online and off, public speaking in your expertise area, offer an email newsletter or write a book.
Marketing Step #6 – Build and use a marketing plan
Doing is the preoccupation of most business owners and professionals. That’s how they get a ton of things done. More often than not though, it becomes a habit… and a blind spot. They are so busy doing that they don’t plan and work "on" their business.
Creating a marketing plan is best done by starting simply. Sure there are a million marketing tactics to try, but start with the basics and expand from there. Build a simple marketing plan so that you take action today.
Start by listing who your ideal clients are. Then think about the top three lead generating strategies to reach them, and then brainstorm out the first few steps to get started with.
List it all one one page. This will get you focused and motivated to take action and the results will follow.
Marketing Tip #7 – Go online
90% of small business web sites are a total waste of time and money. They do not make back the investment that the owners made. You can easily turn your "Welcome To XYZ Company’s Website!" online brochure into a lead and profit generating machine.
A strong online presence is a serious marketing tool, and is easier for a local business. If you’re not sure how to make your web site generate leads and sales, get expert help. That’s not your web developer in most cases. Hire someone with a track record in building leads and sales with web marketing.
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