We’re fast approaching the end of 2010, a great time to reflect on your marketing successes and make some commitments for next year. This list of ideas for marketing your business is designed to have at least 1 or 2 approaches that every business can benefit from. Take a look – I’m sure you’ll find something you can use.
1.Keep things simple If you are a small business you will be constrained by time, budget and probably people resource when it comes to marketing, so it’s really important not to be over ambitious. Set a simple marketing action plan – this might be to run 3 marketing campaigns in the year, one focused on each of your products; or at a more practical level it might be to produce 12 client newsletters each year. Once you’ve set these simple goals then breakdown the steps you need to take to make the campaign or the newsletter happen. Get a timetable together and decide who will do what. Breaking down the tasks into bite sized chunks and diarising those tasks will mean they are far more likely to be completed. 2.Launch something new It can be a new product, a new service, added bonus, a new form of communication with clients, a new approach to pricing or a new customer recommendation scheme. All of these ideas provide you with an opportunity to communicate, to let existing customers know and to broadcast more widely. They provide something to talk to your network about and something to create incentives for staff around. 3.Use the creativity and knowledge of your staff Ask your staff for their PR and marketing ideas, involve them and get commitment, you might be surprised how innovative they can be and what great ideas they may have to help you raise profile, venture into new markets or enhance your offer to existing customers. It’s worthwhile setting a few basic rules around the brainstorming – by being clear about what your goals are and any constraints you might need to work within – but get them involved – they should know your product and customer base better than anyone else, so they have the best opportunities to see those golden nuggets that you might be missing. 4.Create a buzz Look at the best free communications vehicles to reach potential clients and influencers. There are plenty out there now, from Twitter and Facebook to LinkedIn and blogging software.
The rules are the same whichever method you use:
5.Reward your customers It might only be with a thank you, but this can often go much further than you might think. For some businesses it might be a reward for their 10th order of the month or acknowledgement of them reaching a certain spend with you. Make your customers feel special. They’ll remember you for it and are more likely to create a word of mouth buzz around you and what you’ve done for them. 6.Get hot on customer service Put a focus on delivering excellent customer service across your whole business and reward those who go the extra mile. Your customers will notice the difference, as will prospects, meaning you are more likely to keep customers longer and get them spending more and being more likely to convert prospects. 7.Get networking Ask 10% of your staff to start networking on your behalf. It might be online networking via Linked In for example, or face to face networking by joining a local business group. Give them basic training in networking skills and help them set objectives for their networking. A business with 20 staff that gets 2 people networking on a regular (weekly basis), can make a significant difference to your company’s profile in your chosen market place, result in new business opportunities as well as put you and your products directly in front of sales prospects on a regular basis. 8.Do some research Asking for opinions on your services or products is a great way to learn, and promote by the back door. If you have a physical product you might send a sample to 10 journalists or key influencers in your market place. Ask for their feedback and comments as an expert in your particular field. Be genuine in valuing their opinion. Any positive direct feedback can be used in publicity materials (with their permission of course) but many will also publically review your product, with untold potential benefits. If you offer a service, why not offer to deliver a sample of your service to demonstrate how you are different to your target influencers? The same principles apply – you want their endorsement. 9.Ask to meet your customer’s customers, or their suppliers This is an opportunity for research (if you can help your customers deliver a better product or service you can both benefit), to broaden your network or potentially to sell. You might need to create an event or opportunity to meet them – which could for example centre around a new product launch or something as simple as a meal or coffee. Be clear on who would be useful to you and go all out to make a connection. 10.Consider a marketing coach or mentor Getting some external support, advice and guidance can be invaluable. It can help you save money, shortcut learning and get much better results. Do be sure you are clear which area you need help with as the disciplines of sales, PR, advertising and now social media are all different. Look for someone who understands your business as well as having expertise in their chosen field. Set some clear goals of what you want to achieve together and measure the results. The optimist in me says that 2011 will be a great year for me and my clients. I’ll be working hard with them to make sure it is. I hope you’ll find success in whatever marketing activity you undertake. Further reading: How to avoid expensive marketing mistakes Getting your marketing message right
As a marketing coach Teresa works with new marketing managers and small business owners to enhance their marketing performance. Contact Teresa on 01789 740396 or by email. Practical Marketing is emailed monthly to subscribers. If it has been sent to you in error we apologise. You can unsubscribe here. For more ideas, tips and articles visit www.secondopinionmarketing.co.uk © Second Opinion Marketing 2010. All rights reserved. Second Opinion Marketing 73 Banbury Road Ettington CV37 7SR Written by Teresa Harris, Second Opinion Marketing. Teresa is an independent marketing consultant working with professional practices, small businesses and public sector bodies to develop effective marketing plans which achieve their business objectives.
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