Posted on August 31, 2015 by Donna Price, Marketing Strategist & Business Consultant
What if what you have LEARNED about marketing was all wrong? What if the money you are spending, the time you take to carefully build your brand and your exposure — just wasn’t cutting it? Marketing is like reminds me of my sailboat — a hole in the water that I threw money into….BUT, it doesn’t have to be that way.
When Marketing Is Set Up Wrong — Then The Results DO NOT Happen…
There are systems that DO work for small businesses. They are different from what works for BIG corporations. The “BIG BOYS” have a lot of money to play with. They CAN throw money into the hole. they can afford to market over and over again, spending hundreds of thousands of dollars on their marketing.
There are several strategies that work well for small businesses. The first key is strategy. It needs to be complete. Not just a one off tactic, but a complete strategy. From beginning to end… lead generation —>> through the buying process and to the close or acquisition of a new customer.
For instance — if you are using a website and there is no opportunity for the prospect to become a lead, then the website is not an effective tool for adding new customers. Websites should have more than a phone number or a contact us form. There needs to be an informational offer and a way to request that offer. Then the website becomes a lead generation tool. BUT, it doesn’t stop there. Because you also want to have a follow up system. For leads on the web, it is easiest to have an email system that provides the informational report and then continues to follow up with the person.
Remember it takes 7-10 touches or connections before an individual is ready to buy. That means that your email system needs to provide additional ways for the person to get to know you. Follow up articles, resources, tips and strategies are each good ways to continue to connect with the individual.
If you are using networking in person as a strategy, then you need to be sure that your USP or 30 second elevator pitch is solid and gets people talking to you. Your business card needs to be a lead generation tool just like your website. Your business card should offer people your informational offer (on the backside). Then it gets people onto your email list and now you are following up with them via email. Because you met them in person, you can also follow up with a phone call, a post card, or personal note and other media forms.
Multi step follow up is a key to an effective marketing strategy. It does not work to just run an ad. You want information from the person in order to continue marketing to them.
Learn more about how to market your business at our upcoming webinar:
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