By Bill F Glass
Get the Most Out of Your Marketing Dollars by Marketing Strategically.
It has been said that in tough economic times most companies choke. Instead of finding ways to innovate and create dynamic growth and change, most companies stick to what they have been doing even if it’s not working.
Most people build a business based upon the knowledge of the product or service that the company offers. Yet the business owners who become the MOST successful are those who learn the SKILLS necessary to MARKET their product or service better and more strategically.
When I ask business owners what they want their marketing to accomplish they often answer, “I want it to get the phone to ring or I want to get more leads for my sales people.” These answers are tactically.
When I ask them strategic questions like:
Would you like your marketing to reach your ideal qualified prospect?
Would you like to be seen as uniquely different than your competition?
Would you like them to trust you? Would you want them to respect you?
Would you like for them to think of you as the expert in your industry?
Would you like price not be the only factor?
How about influence?
How about brand loyalty?
What about an urgency to buy?
The answer almost always is, “Well of course or that would be great.”
So how about you? Is your marketing Tactical or Strategic? How much have you innovated lately?
Here are 10 innovative ways you can make your marketing more strategic and effective with limited resources, time or money.
1.) Find Your Ideal Prospect
To find your ideal prospect look at whom you are currently doing most of your profitable business with. The ones that like, trust and refer you. Figure out what it is about them that is unique and why they do business with you. Narrow your marketing to focus on getting more of these type clients.
2.) What Makes Your Business Different Than Your Competition
Figure out what your Ideal Client longs for and needs, then do that like no one else ever thought of and tell the world about it.
3.) Develop a Core Message that Addresses Your Ideal Prospects’ Need
Recreate your marketing materials, including your Ads and Website, so they speak only of your core message. Material that educates and informs your target market how your product or service will benefit them.
4.) Use the A.I.D.A Formula in Your Sales Letters and Direct Response Material
Get the readers ATTENTION(a great Headline is very effective). Deepen the readers INTEREST (stories). Increase the readers DESIRE (how will it benefit the prospect). Motivate the reader to ACTION (special offer).
5.) Total Internet Presence
Now more than ever you need a total internet presence other than just a website, such as; blogs, social media, podcast, online PR and videos. A strong online marketing approach that educates and provides information is a primary component needed in your overall marketing strategy.
6.) Referral Marketing
Develop a referral marketing system that automatically turns ideal clients and referral networks into a marketing powerhouse. This is of the easiest, most effective and least costly marketing methods to set up. It is amazing how few businesses have one.
7.) Connect with the Media
No one can position you as an expert more than the media. Write educational and informative business articles for local business papers, magazines and blogs online.
8.) Create a Sales System
Develop a sales system that accomplishes all of these potential strategic objectives every time any one in your company is in front of a buyer. A system that turns prospects into clients and raving fans.
9.) Schedule Your Marketing
Live by a calendar. Be patient, change takes time. Develop and schedule one or two marketing activities a month. Give the learning curve time to work to achieve the results you are looking for.
10.) Set the Stage So Your Employees Know What is Happening and Why
Let everyone in your organization know the reason for change. Change works best when it’s a collaborative, interactive process. Share as much as you can with your staff about your finances, the problems your organization is facing, and what’s likely to happen if you do nothing.
Bill Glass is the President/CEO of Mastermind Business Associates. He has built three very successful multi million dollar businesses. He is a professional business marketing consultant, coach, speaker and workshop facilitator. He can be reached at: [mailto:bill@consultbillglass.com]bill@consultbillglass.com. http://www.small-business-resource.com or http://www.mastermindbusinessassociates.com
Article Source: [http://EzineArticles.com/?10-Ways-To-Make-Your-Marketing-More-Effective-In-Tough-Economic-Times&id=5506875] 10 Ways To Make Your Marketing More Effective In Tough Economic Times