Wednesday, 5 September 2012

Marketing – is there a need now more than ever?

Over the recent months, we have seen a greater focus by business owners on their marketing activities. It seems that the current climate has shown us that we cannot rely on walk in business or referral business all the time. Marketing is about offering the right product, to the right people, at the right price and at the right time, ensuring they understand the benefits of buying from you. Here are our steps to what’s involved:
  • Find out about and profile your prospective target customers
  • Establish what your potential customers really 'want' to create your sales message
  • Understand customer perceptions of you or your industry
  • Decide on where to position your business in the market
  • Create and develop your marketing strategy to deliver your message
  • Know your numbers - how many approaches = number of leads = number of sales
  • Generate those sales leads
  • Work on conversion of the lead to the sales (don't waste a hard earned opportunity)
However is everyone trying the same marketing techniques? If something works for your business or industry, then keep at this activity with passion and belief. However always ensure that you test and measure your marketing. However we recommend a thought session to consider something that your competitors may not be doing that could work for you, such as:
  • Systemisation of your marketing and sales (know and replicate what is successful)
  • Regular communication with your network (eg a newsletter)
  • Hold events and meet your network in a different environment than how you make your usual contact (eg seminars, hospitality, Starbucks coffee)
  • Use a publicity stunt or send press releases
  • Update and add new content to your web site regularly (most remain static)
  • Offer a reward for referrals leading to new business
  • Use testimonials and case studies (a third party message is much stronger)

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