Whenever I give a speech about marketing, listeners want to know if I have a secret to help them dramatically increase sales. They want a marketing magic bullet that will transform their company. Fortunately, for them — and for you — I do know the one key to moneymaking marketing for smaller companies: To succeed at marketing, you actually have to go out there and do it.
Seems simple, doesn’t it? But it’s not.
Let’s face it, in a small company, it’s hard to find time just to take care of the things we have to do. Every day, we must fill orders or serve current customers, pay bills, take care of paperwork and create products.
Marketing, however, can easily be put off. If you’ve got a pressing deadline or you still haven’t sent out this month’s invoices, it’s easy to pass on attending that networking meeting or sending out an e-mail newsletter.
That’s why so many small businesses depend on “word-of-mouth” advertising for all their marketing. They’re hoping that their former customers will remember them and refer other customers to them.
Slipping Away
But frankly, that’s why many small companies struggle to survive. Realistically, other people are busy and forgetful. You can’t depend on a customer you had two or three years ago to be your marketing manager. They may not even remember your name — let alone speak up — when they hear of someone who could use your products or services.
Let’s face it: The only way you’ll stay in business is to make sales. And the key to sales is ongoing marketing. The truth is that even effective “word-of-mouth” marketing is nurtured by ongoing efforts: maintaining contact with former customers, referral programs, networking and advertising.
You’ve got to make a commitment to marketing as a critical component of your business.
Of course, I recognize this is difficult. That kind of commitment is costly. So you want to take steps to make sure your marketing efforts are effective.
1. A strategy and a plan: Marketing must be planned, consistent and repetitive to be effective. Many entrepreneurs take a scatter-shot approach, trying one thing then another. Instead, develop a marketing plan and budget that you can execute.
2. Defined target market: Focusing in on a particular market segment — or niche — gives focus and direction to your marketing efforts. For instance, if you’re an accountant, there may be dozens of CPAs in your community. If you decided to target a specific niche market — let’s say dental clinics — you could join the local dental society, advertise in industry journals for dentists, exhibit at dental association trade shows.
3. Clear message: Let your prospects know exactly what you do and why you’re the right choice for them. Develop an elevator pitch or tagline that sums up your business in a short phrase or sentence. For instance, if you’re a real estate agent, it’s hard to distinguish yourself from the thousands of other Realtors. If, instead, you say, “I’m a real estate agent specializing in first-time home buyers,” that immediately identifies why you might be the best choice for a client.
4. Call to action: Let your target audience know what you want them to do. In your marketing materials, give them a specific directive. It can be something as simple as “See our Web site at www.PlanningShop.com” or make them an offer, “Purchase this week and get 20 percent off.”
5. Appropriate marketing vehicles: Think about the right way to reach your target audience. Do they read the morning newspaper? Are they members of the Chamber of Commerce or trade associations? Try to reach your target audience through a number of marketing and advertising vehicles that they interact with regularly.
6. Repeat exposures: People don’t process information the first time they see it. Make sure your marketing campaign — whether it’s networking with a trade association or advertising in the newspaper — is repeated over and over and over again.
Rhonda Abrams is the author of “Six-Week Start-Up” and “What Business Should I Start?”
