I don’t want to disappoint you but I’ve yet to find the marketing miracle at the rainbow’s end; the one that’s going to transform your sales overnight. But what I can tell you is that you don’t have to pray for a miracle to increase your sales and you don’t need deep pockets.
Instead, you must focus on being brilliant at the marketing basics.
Here’s how…
Invest time in marketing your business. Common sense, I know, but so many businesses fall into the marketing trap of ‘marketing on the hoof,’ snatching the odd 10 minutes here and there instead of treating marketing as a serious business generating tool that, given a little investment of time and attention, can transform their business. How much time for marketing? If you can book three to four 90-minute sessions a week, that’s a great start. Mobile out of sight, focus on the prize – bringing more customers into the fold, including lapsed customers.
Become marketing savvy. I am thrilled you’re reading my article. But this is only the start of your marketing journey. If you want to reduce your marketing costs, you’re going to have to dig deeper and determine how marketing can work in your business. The more you can learn about marketing, the better. You must make the right decisions with confidence and from an informed basis. Head over to Amazon and look at the marketing books on offer, paying close attention to all the reviews, including the constructive and negative ones. Find the marketers online that speak a language you understand, and that don’t expect you to pay for their early doors’ advice.
What do you look like? If your logo, your marketing communications, and your website have seen better days; if the information you’re using to promote your business is out of date, then change is long overdue! Appearances count. Your online and offline sales communications are your brand ambassadors. They play a crucial part in the selling process because they influence the decision to buy. Look upon good design as an investment, not an expense and if your look is shabby, commit to an overhaul. In Sussex, we are blessed to have so many talented freelance designers, so start searching.
And whilst I’m about looks, if you’re active on social networks such as Facebook and LinkedIn, make sure your profiles and messages are professional and inspiring. What’s the first thing a person will do after they’ve met you? They’ll pop online to check you out and discover more.
Find your starving crowds! These are your target audiences. You must know who you want to reach and why you want to reach them. You should only consider targeting a group if you are confident you can meet the deep underlying needs they have for your product or service, and that you can deliver at a competitive price whilst making a decent profit. There’s nothing to be gained from trying to break into a market with a track record of paring margins to the bone. If you’re buying or renting prospect lists, choose a member of the Direct Marketing Association and ascertain that the names are compliant with the Telephone Preference Schemes – important if you’re planning on making telephone follow-ups. Use the internet to search for your target audiences. You may also find that some can be accessed through membership organisations and trade associations. It pays to identify associations, organisations and groups that could introduce you to their members or followers, provided, of course, you have a compelling offer underpinning your products or services, and you can convey how their members will benefit from using you.
You must be big on benefits. I was contacted by a local family business supplying valves to trade customers. During our first marketing planning day, I asked the two directors why customers chose them. We spent a few hours listing all the benefits they offered. I then compared this mighty impressive list with the sparse information on their website and, the equally sparse information in their sales literature. When I asked the question: “Why have you not shared these fantastic benefits with cold and warm prospects?” They responded with: “It’s obvious to us what we offer!” To which I replied “It’s not obvious to cold and warm prospects. You must give them reasons to buy from you!” If you’re not selling on a substantial platform of relevant and juicy benefits, you’re guilty of serious underselling. Start with a benefit stock take of your business – making note of all the benefits you offer using the following headings to guide you:
- Our customer service from taking first enquiry to aftercare.
- The little extras we deliver at no charge.
- Our impressive client base.
- How we deliver value for money.
- The benefits of our products/services.
- The training we’ve undergone; the awards we’ve won. The accreditations we’ve gained.
- Any genuinely unique aspect of our offering.
Involve your team and any associates you work with. You may struggle with documenting your greatness. Don’t let modesty stand in your way. You’re surrounded by lesser talented competitors only too happy to shout from the rooftops. Use this document to inspire your sales communications.
Step out of your marketing comfort zone. I met a business owner recently at an event where I was the keynote speaker. He told me he loved networking but loathed the idea of public speaking. I commented that his like or otherwise of a marketing tool were neither here nor there! It’s about finding the right channels to reach the people you want to sell to. Don’t limit your potential by avoiding marketing tactics on the basis that you don’t like the sound of them, or they make you feel uncomfortable.
I hope you have enjoyed reading my article and most importantly that it has inspired you to put marketing at the heart of your business.
About Dee Blick FCIM
Dee has just written her fifth marketing book, which debuted at No 1 in six categories on Amazon. With You’re the Best! How to Build an Authentic and Magnetic Personal Brand, Dee shows you step by step how you can move from The Seeker to The Sought After. You can contact her at dee@themarketinggym.org
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