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Step 7: Living By the Calendar

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how to get your ex girlfriend back after not talking anymore We get it. You didn’t start your business because you were dying to get your hands dirty with blogging, copywriting, and selling. But you soon found out that your business would die if you did not. So, what to do? The secret to getting marketing done is to make it a habit. Or, if we may roughly paraphrase Aristotle - “We are what we repeatedly do. Marketing, then, is not an act, but a habit.” Most of us have more experience trying to break a bad habit than establish a good one. The secret is to create a system and process on which you can focus your attention while establishing the behavior that eventually becomes second nature. When it comes to marketing, we’ve learned that small business owners can move towards making marketing a habit by doing these three things.
  1. Monthly themes: choose one big marketing need – redo your website, write your marketing kit, create a new customer process – and make it the theme for that month – you can even plan out the next 6 months this way and you’ll stand a better chance of actually getting these done. This is a great idea when it comes to getting your entire staff focused on one thing. The problem comes when we try to do it all at once.  We get overwhelmed and don’t get anything done. Make it simple, take the long view, and watch what happens.
  2. Weekly reviews: When it comes right down to it, once you’re clear on your marketing strategy, marketing itself becomes a set of projects. When you start to look at marketing as the habit of focusing on a group of projects, you can begin to break those projects down into action steps or tasks. Your weekly marketing review should include everyone in your organization and pose the simple question – “What needs be done next?” to each project on your plate.
  3. Daily appointments: While you may have many things on your daily calendar, make it a habit to schedule one time slot dedicated to solely marketing each day. This is the only way to keep the focus where it belongs – on constant advancement and improvement.
See our previous post: 7 Steps for Marketing Success: Step 6

7 Steps for Marketing Success: Step 6

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Step 6: Make Selling a System

metal gearsOften times, the quickest way to make an impact on an organization’s marketing results is to go to work on the lead conversion or sales process.

The lack of any semblance of a systematic approach to selling is the biggest weakness for most small businesses. The focus of marketing is almost always on generating more leads. While leads are certainly important, the obsession with generating them consumes a significant amount of time and money.

Installing a sales system, one that everyone involved in selling in the organization operates, is the fastest way to improve overall marketing results. (We’re assuming you’ve also narrowly defined your ideal client, created a significant way to differentiate your business, and are consistently building trust through educational content.)

The end result for most businesses we work with is that we dramatically reduced the number of leads they are chasing (decreased expense) while also dramatically increasing the number leads they are converting to customers (increased revenue.)

If you’re moving prospects logically through Marketing HourglassTM you will notice that by the time they get serious about a buying decision, they’ve already sold themselves. This approach almost makes selling a non-issue and delivers stunningly high conversion rates.

Below are the essential ingredients needed to operate your lead conversion system:

  • Discovery: You must have a planned response when a lead asks for more information. I know this sounds obvious, but few businesses do more than react. In order to move prospects, you must have a call to action, education plan, and filter that helps qualify and direct leads to the next step. This is a significant step and one that can help you stop chasing the wrong leads while also giving you an opportunity to create a unique experience. Interrupt the norm for your industry here and you’ll help further cement how you’re different.
  • Presentation: Once a prospect determines it needs to know more about your specific offerings, either by way of a demo or sales call, it’s important that you have a set way to present your organization. This is a point where many sales folks go out and try to answer the questions that prospects have. The problem with this approach is most prospects don’t know what questions they should have; so it’s really up to you to start adding value in the relationship by presenting what you know is useful, while also discovering their unique challenges. This is part scripted, part art, but it should be practiced consistently across the organization.
  • Nurturing: Depending upon the buying habits of your ideal customer or sales cycle for your particular industry, you will need a systematic approach for keeping leads that are starting an information seeking process warm as they move towards a buying decision. This is a place where technology can certainly help you make automated contacts via email or snail mail. Creating planned education events, such as online seminars and peer-to-peer panel discussions, is also another very effective way to nurture leads and continue to educate.
  • Transaction: For many in selling, the game ends when the customer says yes. Your lead conversion system must be created in a way that delivers the same experience once a prospect becomes a customer as was delivered throughout the courting period. The best way to do this is through a planned orientation process where you continue the educational approach by teaching the customer how to get the most from what they’ve agreed to buy. This can be through a simple training video or a more elaborate new customer process, but this important step leads to a smooth transition from prospect to customer and often sets the tone for additional purchases and referrals.
  • Review: Your selling system won’t be complete until you create a process that allows you to measure and communicate the results your customers are experiencing. One of the best ways to do this is through some form of a planned results review process. By setting the expectation for this process up front you send a very strong signal that results matter, but you also get the opportunity to address issues that didn’t go as expected, as well as collect client success stories and testimonials from your happiest clients.

See our previous post: 7 Steps for Marketing Success: Step 5


7 Steps for Marketing Success: Step 5

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Step 5: Operate a Lead Generation Trio

man with 3 different directionsTraditional lead generation tactics: directory advertising, trade show participation, half page print ads, are quickly loosing appeal with small business owners. There are two very good reasons for this decline:

  1. Traditional methods are some of the most expensive.
  2. Traditional methods are proving less effective in terms of lead generation.

Message and information overload, technology to block ads (Caller ID, TiVo, XM Radio) and the availability of information may make traditional and more expensive outbound marketing efforts a thing of the past.

Small businesses must change the way they think about and approach lead generation.  They must think more in terms of being found and less in terms of finding. People are still looking for solutions, trying out new services and buying things they want, they’ve just changed how they go about doing it. In a way, the control of message consumption has changed with it.

Technology has made the phone directory pocket-portable. There is no need to travel to the trade show because the interactive demo is on YouTube, blogs, search engines and social media sites. All the product information, answers and reviews one could ever consume are delivered without ever leaving home.

So, in order to generate leads and be found, businesses must put themselves in the path of people who are learning about, asking about, and shopping about their particular industries. Lead generation does not need to be done exclusively online. This advice should not lead businesses to conclude that they shouldn’t use advertising at all. What business owners should understand is that their online presence is the hub of education and that online and offline advertising, PR, and referral systems must utilize to its fullest potential.

One can think of it as lighting candles along dark paths so that weary travelers can discover the company in the dark. Those candles are the education-based entries in social media hubs like Twitter and Facebook – gentle guides of introduction. They are the PR efforts and articles, written to illuminate one’s expertise. They are the blog posts, designed to attract surfers looking for the way. They are the strategic partnerships, alignments that evoke trust. They are the web conferences, providing interactive discussions with customers and prospects. They are the community building events, places where candles can be re-lit and shared.

You can no longer sit back, dump an offer in the mail and start working the phones. You’ve got to build your inbound marketing machine and start taking advantage of the power of information, networking, trust, connection, and community to generate leads.

Today’s integrated lead generation trio consists of creating education-based approaches that blend the use of advertising, public relations and referrals.

  1. Advertising: Advertising is used in highly targeted, measurable ways to promote awareness of education-based content: such as white papers, audios and seminars. It carries the highest cost and lowest credibility, but is also the only lead generation tactic that can be completely controlled. Advertising works when utilized as described and must be part of the overall mix.
  2. Public relations: PR is such a powerful, credible and low cost tool. It is an area that is often underutilized by small businesses. There’s no real magic to generating positive press. It’s a game of building relationships with a handful of key journalists and committing to creating announcements and small stories every month using a combination of local press contacts and online social media tools.
  3. Referrals: Referral generation is primarily a process of finding ways to be more referable first. It starts with the mindset of making every customer a referral source and making it easy for them to do so. Once this is in order, you can move to building a network of strategic partners that can be relied on to refer new customers. These leads are often the highest quality.

While most businesses find they develop a primary lead generation tactic, it’s the thoughtful combination of repeated contacts, consistently placed, that leads to the greatest long-term trust-building marketing.

See our previous post: 7 Steps for Marketing Success: Step 4


YOUR VERY OWN MARKETING DEPARTMENT

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In a perfect world, all small businesses would have an in-house marketing staff to build effective marketing strategies and maintain the business marketing plan. Financially, most small businesses can’t justify the expense and more often than not, they don’t need a full-time marketing expert.

Market Simplicity could be your off-site, in-house marketing department. Have a question, need changes made to your marketing plan, we’re a phone call away. Ensure success with the investment of your limited marketing dollars by utilizing our proven methods and powerful marketing tools to the benefit of your small business marketing.

Fill out this form to get the ball rolling on your small business marketing plan TODAY. Shift your focus from maintaining your business to growing it steadily and successfully through generated leads with marketing plans from Market Simplicity! Not only would it free up your time, but it would also allow you to use those limited marketing dollars more effectively.

NOW YOU CAN KICK YOUR MARKETING INTO GEAR

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Market Simplicity specializes in the marketing needs of small businesses and professional services. We understand that your business is about generating qualified leads as well as building trust and credibility.

We also know you are extremely busy and need a marketing system that is highly integrated and automated to give you the consistency you require.You have to ask yourself, “What investment do I need to make to increase my QUALIFIED leads?”

WE ARE SMALL BUSINESS OWNERS.

We get what it's like to not sleep at night worrying about how to grow a business.

 

By implementing a marketing system based on outcomes and transparency, we can help you grow your business and increase profitability.

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