Did you lose your left sneaker?
The other day I was driving home from a client meeting and I noticed a left sneaker on the road just sitting there. I wondered to myself, who owns this sneaker and are they aware that the sneaker is missing? If you were walking along and all of a sudden your left foot got cold wouldn’t you look down and think “hey where did my sneaker go?” or would you just keep walking? Even if this person lost it out of a gym bag then went home and saw they were missing their sneaker wouldn’t they re-trace their steps to try to find their sneaker? (Sounds like something from Seinfeld.)
Many business owners are missing their left sneaker as well when it comes to business. Things were working fine; they are making sales and all of a sudden business starts to slow down. There was a change but they just didn’t notice it. Something just slipped. One of the reasons they don’t notice is simply because they are too busy working their business and really can’t take the time to research what happened or look for their lost sneaker so they keep walking without it since they just can’t handle one more thing to do.
When you keep working your business to the point when you can’t make a move without losing control of your senses then it is time to bring in the professionals and outsource. There are many highly qualified persons that can help you so you can run your business more efficiently and become more profitable.
Some easily outsourced services are marketing and advertising, bookkeeping, phone answering and message taking, lead cultivation, commissioned salespersons, etc. Most of the time these services are low cost. Just make sure you ask for at least 5 references.
For example, a big problem is when a company tries to do all of their marketing themselves. Even if they, by some miracle, do the creative correctly there is the matter of where they send their direct mail, how they advertise on the radio, what newspapers, magazines and websites to place their ads, etc.
It’s usually not their fault, as many business owners don’t understand the role of a good marketing and advertising agency. They might understand the traditional role of a corporate “Marketing Department” but not the intense concentrated effort they receive from an outside agency. In addition to creating business identities, marketing campaigns, websites and collateral they could also find you leads, build relationships, public relations, trade show design, marketing surveys, competitive analysis and more to help the company make attract more customers and thus increase sales. Now having an in house Marketing Department is great but many companies large and small also use an advertising agency to help expose their brand. So why shouldn’t you? Especially if making the cash register ring more is your goal.
So the lesson of the lost sneaker is simple, don’t waste time looking for it, just buy a new pair.
The More You Touch the More You Convert
I know the title sounds strange but in marketing this is what we want to accomplish. The first time a prospect sees your ad or hears a your radio spot or views your website, etc. theses are all first touches in the sales and marketing process. Then as you continuously market to them they are touched more and more until finally they make the decision to do business with you.
The important thing to remember is when creating these touches you use your brand identity. If not then every time they see your message it will be like they are seeing it for the first time and this is bad. In marketing we want people to build feelings of knowing and trusting you when they see your marketing message. They also want to know you can give them what they want.
By using your brand identity it allows you to stand out and more importantly be remembered. Most times when we respond to an ad in print or on the web it’s because we have seen it many times before acting. Then over time it goes from our subconscious to our conscious. This is another reason why frequency is so important as well.
A one, two touch.
Make sure wherever you are advertising it directs people to your website. This is a one two touch. Your ad gets them curious and then your website gives them more information about your products and services. Since most of us use the web for research before doing business with a company your website should answers the questions that might arise from the ad and your other marketing.
Give people value when they get to your website. Give them articles from you and third party sources about your products and services. People want to know other peoples thoughts on your industry, product or service. (This is called market data.) Better to give it to them on your website first.
So remember the more touches the more they will remember you and the more will become your customers.
Your comments are always appreciated.
Are you trying to find a client who has never, never, never been born?
Finding clients to sell your services to is not a difficult task. However, many business owners make it difficult on themselves by prospecting to people or companies that have no need of your products or services. How many times have you been called by telemarketers or received a postcard or letter to your company from a competitor asking you to buy from them? We get these calls and direct mail pieces at least once per week. It amazes me that these companies don’t do the slightest research to see if we “qualify” as one of their prospects. They just do a general blast to all companies in a certain geographic area without looking to demographics and excluding competitors. Not taking this easy step is a huge waste of money.
There are also the companies that send to prospects that they think “might” become a customer. This is also bad marketing. With all the lists available you can find prospects that have purchased exact, very similar and complementary products and services. Since this information is available why are companies trying to find the client that has never been born? In addition, don’t fall into the trap of what we call the “everyone is my customer” syndrome. Many seem to think that if you send enough email or direct mail to enough people then some has to stick. While that works sometimes, it is another huge waste of money and shouldn’t be counted on.
Let me give you an example: Lets say you sell scissors. Do you think it would be better to spend your money advertising in a local newspaper or take your money and advertise in a trade publication targeted to Hair Salons and Cosmetologists? What if you’re a gym? Should you advertise in a newspaper wherever they can place you ad or should you insist on the sports section or women’s section, etc?
Targeted email lists are also available for rent enabling you to target market. Everything you do to market your company from Google AdWords to Email, from trade publications to press releases, etc. Everything should be exposed to your targeted demographic and psychographic.
Another misstep is not taking your target market when creating your company website. Never create a website that looks good just to you. You’re not the customer. Always create your website with your customer in mind. How will they benefit by doing business with you? What do they want to see? What are their demographic and psychographic? Are they mostly Male or Female, professional or blue collar? Are they high income? Are they the children of elderly parents looking for research about the products or services you sell before they make a buying decision? When developing your collateral you should also keep this in mind.
I know to many experienced business owners this is basic marketing. But to the new business owner it’s usually an eye opener. With slim budgets and small margins this information could make you more profitable and save you much time.
Targeted marketing is the best and most affordable approach to promoting your company.
Can you guess which song the title of this article is related to?
Your comments are always welcome.
