No business can survive without marketing. The trick is to execute a marketing strategy that is cost-effective, mindful of company resources and efficiently delivers new and repeat business to grow the company.
Here are six important points to remember if you want to be a better marketer:
1. Know Your Brand:
Be clear on your brand positioning: understand your audience, their wants and needs (Will they buy from you?), the products or services you offer, and the profitable price point for those offerings.
Developing corporate documents like these can help further define and guide your brand:
- Mission Statement
- Positioning Statement
- Branding & Marketing 360 Assessment
- SWOT Analysis
- Unique Selling Proposition
- Value Proposition
2. Have a Plan:
Instead of approaching your marketing efforts in a haphazard manner, evaluate the time, personnel and financial resources at your disposal. Set goals for what you’d like to achieve with your marketing (new customers, more repeat business, greater visibility for your company, introduction of a new product or service, establishing your “go-to expert” status in your industry, etc.), determine the best marketing initiatives to accomplish those goals and establish a timeline to execute your marketing activities.
3. Be Consistent:
Commit to consistency as part of your plan. To stay top of mind with your audience you need to get in front of them on a regular basis: a weekly business blog post or podcast, a monthly enewsletter, daily social media updates, publishing on multiple platforms, frequent website and LinkedIn profile updates. If you don’t have the the resources to be consistent across multiple channels, be selective. As resources improve, add channels.
4. Provide Excellent Customer Service:
A satisfied customer is a customer who gives you good reviews, recommendations and referrals. An unsatisfied customer does not; in fact, they can be extremely detrimental to your business. And everyone knows it’s cheaper to get repeat business than it is to get a new customer. Keep ‘em happy!
5. Talk About Your Customer:
Your content, including articles, blog posts, social media updates and website content should all be a reflection of your customer. Customers don’t care how you do what you do; they care about what you can do for them. Instead of pitching your product or services, focus on the benefits of working with your company. Establish your “go-to expert” status by creating and sharing content that your customer will find helpful, valuable and relevant to them.
6. Give Away Your Secret Sauce:
Be generous with your advice and keep pitches to a minimum. Many business owners mistake marketing as an opportunity to tell their audience about their latest achievements and direct their audience to hire or buy from them. A better approach is to share your expertise and knowledge, your “secret sauce” — tell your audience how to do (at least some of) what you do. This unselfish act will, in fact, build trust in and credibility for your business. Your audience will appreciate your assistance and transparency. And often, instead of doing it themselves, they’ll hire you…the expert.
Remembering — and implementing — these 6 areas of marketing best practices will strengthen your brand, keep your company top of mind, satisfy customers and ultimately grow your business.
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Want to be a better marketer? Contact Martha. Martha Spelman is a Los Angeles-based branding, marketing, content marketing and social media expert. Using traditional and online marketing strategies to start, grow and promote businesses, she works with startups, entrepreneurs and small- to medium-size companies. Martha is the author of the content marketing ebook: The Cure for Blogophobia: How to Easily Create, Publish & Promote Your Business Blog.