Keeping small businesses in mind, sometimes, marketing campaigns can seem overwhelming. We can get sidetracked and lose focus on the campaign’s objective. Let’s expand on the tips Jillian shared last week in Marketing for the Small Business in a Poor Economy.
- Be strategic with your marketing and advertising efforts. A marketing plan is a road map to keep you from getting lost and wasting precious time and money. If you have multiple products and/or services, segment and focus the plan using the 80/20 rule. Target your efforts on the products or services that will generate 80% of your revenue.
- Focus on your existing customer base and reward their loyalty with a loyalty plan or referral program. An e-mail list is ideal for reaching existing or prior purchasers. Reach out and bring them back with incentives, news and new products info, promotions such as loyal customer discounts, etc. A satisfied client with circle back and buy your you again if you reach out with a promo on something they may be considering.
- Create content that is informative and valuable to help your target market. Build relationships not by trying to sell, but by educating and offering solutions to the prospects’ needs and wants. Rather than focusing on how great your products or services are, talk about the benefits, how your products will make the customer feel, or how your services will address their needs.
- Use data insights to analyze the value of your marketing. Analytics provide a wealth of information to help you focus your products/services to your prospects’ needs. Look for analytic reports from your own sales as well as your competitors
- Remain agile and ready to pivot at any time. Analytics and market trends will give you insights to help you adjust your marketing. If you’re selling a solution that’s no longer relevant or trending, you need to re-invent your offering to capture the attention of those looking for what they want or need, not what you have right now.
- Consider doing videos and podcasts, to attract and build trust with customers. This is selling without selling. Showcasing your knowledge or products, addressing a prospect’s needs to a problem or helping them choose a particular products by discussing the features will build trust. Prospects do business with companies and people they trust.
- Improve the affordability of your offerings. This does not necessarily mean cut prices. Offer alternatives, like financing, payment plans, scheduled repeat orders, etc. Think outside the box, get creative.
With the New Year approaching, this is great time to review your marketing strategies; determine what has worked and what can be enhanced.
We’re offering a free Marketing Plan Template to help organize your efforts and maximize results. Just download and customize.Or Contact us to help you develop a strategy.