This is what we covered in this program:
- What marketing avenues will work best for your type of business – learn where to put your efforts for the biggest payback
- How to determine your marketing budget – strategically placed dollars can return big to your bottom line
- What results and by when do you need them from your marketing efforts – measure your results so you don’t waste your time or money
- Where your clients look for you – save gas money and personal wear and tear by going only to where your clients hang out
- A list of organizations where you can meet your kind of prospects – research already done for you so you can jump start your efforts today
If you’re the marketing department of your own company then here are some marketing tips:
- Create a headline/sub headline pool
- Pick up the book “Words That Sell” by Richard Bayan
- Use free, you, and sex whenever they make sense; the three most powerful marketing words
- Every time you speak with someone, give them something of value, you will then be associated with value
- Diversify your offerings especially if they complement your other offerings
- Be consistent in style and frequency
- Know the result you want from any effort and market to that focus
Marketing materials support the sales process.
You don’t market for yourself, you don’t market for yourself; you market for your client. You don’t have to like your marketing materials as long as they’re getting the results you need.
We went over a marketing budget. Since most small business owners are building a business from their own wallet creating a marketing budget is rare. Rule of thumb is that 10-30 percent of your revenue is your marketing budget.
Rather than creating a marketing budget we went through the Return On Investment Worksheet, so you can calculate what you’re likely to get from a networking event and the associated expenses to determine if it’s worth your time, money, and energy.
A huge part of marketing is the follow-up. We spent quite a bit of time on the follow-up. Most business people don’t that’s right Don’t follow-up. You have to follow-up within a week of making contact. Yes, so we have to set aside the time and make sure we have the necessary systems in place to follow-up.
Part of the follow-up is the contact management system. We discussed that a small business with up to 100 contacts can possibly get away with using a spreadsheet system. After that you have to have contact management software that allows you to put your contacts into different groups so you can really take advantage of the “micro-marketing messaging” that we talked about in “Networking Made Simple”.
We touched on the log kept for each customer/client so that we don’t have to remember everything about everyone; we have the notes to refer to.
We went on to talk about business is solving problems. And that we don’t and can’t determine the value of what we offer, the customer sets the value, we can only set the cost.
Most business owners have never been business owners before so they don’t have the office and systems organization setup to keep from getting overwhelmed. We talked about some examples of how to keep from getting overwhelmed but that was more a component of “Organization for the Business Owner”.
A marketing calendar is invaluable.