No this isn’t the wild West, here’s some quick tips on Marketing so we begin on the right foot.
At the risk of sounding simplistic we may be able to split companies into 2 groups when it comes to marketing:
1. Companies that start with a group of people or businesses (Market) that share a similar need (Shared problem or market demand). Then find a solution to that problem (Product) that only they can do in this particular way (That’s their Unique Selling Point). This is the simpler route.
2. Then there are companies that start with a product, and then go and find a market. Ironically, most businesses take this second more difficult route.
Last article we discussed ‘Blow your own trumpet’, how to tell people what you do.
The article before was ‘Do you wish you could clone your best customers?’. So that’s more about attracting more of your best customers.
Companies in the group 2. have chosen the more difficult route and will benefit most from this article today.
How to get customers in the first place:
• Print advertising – This is a mine field so get some advice from someone independent who deals with publications, on a daily basis. Accepting a ½ price offer because someone else pulled out at the last minute might be cheaper, but are there better places to invest?
• Google or sponsored Social ads – You can do this yourself, but a professional will help you leverage your key words across all of the platforms and even help you target your message so you are not wasting your money.
• Buy a data base – You still need a good Hook and someone to work it.
• Call centres – Someone to work your data base. Find someone who specialises in B2B or B2C as the conversations are quite different.
• Employ a sales person – Also to help work the data base. Some consider a shared role.
• Networking events – Join a community such as a club, local business organisation, network group.
• Signage – Make sure you include what you do on a street sign, so many forget this.
• Thought leadership – Social posts linking back to a web site for more. Run an event where you are the key speaker, or MC.
• Free Events – Run an event where you give a part of your service away, special offer.
• 2 for 1 deal – Package your products, 2 for 1. Once you discount you are setting the real price.
• Trade show – Make sure you are really targeting here and bring your best sakes team.
• Sponsor an award relevant to your skill sets – The perception is you’re positioning yourself as part of the judging panel.
• Ask for referrals – As soon as you have a happy customer, ask: Who else do you know who might benefit from our services?
• Ask for testimonials – Target others like the company in the testimonial
• Run a survey, or focus group – This is a clever way to tell people what you do by valuing their feedback.
Once you have a customer you’ll want to keep them.
Consider playing the long game where you charge a little often, instead of making all of the money you need in a single transaction. Make them feel important, special and let them know you value them too, aim to make them a customer for life.