Often in our businesses, we find that we have no marketing plan and have no clear idea of how to market. We take random activities that are not strategic, and feel disappointed when they bring us few or even no results. We don’t know what works, and we don’t do anything cohesive or regularly. We occasionally throw our money and resources at something (sporadic advertising) and hope for the best. We even keep doing things that aren’t working, believing or listening to sales people when they tell us that “it takes time”.
Here are a few ideas about how you can stop “muddling through”, get your business marketing on track, and start to bring in a steady predictable stream of new business.
1) Clearly define your target market.
Start from the real clients you work with and turn that into your target market.What problems do you specialize in? What characteristics and issues do ideal prospects have? Don’t try to appeal to everyone – you’ll attract no one. Be specific. Who are they? What solution are they searching for – that you can provide?
2) Review all the marketing tactics you’ve done, and choose one or two that fit your style, personality and business.
Don’t choose public speaking if you hate it. Don’t network at groups where you aren’t comfortable or pleased to be there. The choices you make should be choices you can live with over the long run. Decide that you are going to be marketing consistently and put together a plan you can live with and enjoy over time.
3) Have effective marketing materials.
At minimum, you need a one page executive summary of your business (target market, problem, solution, and call to action), a fully detailed website, and at least one (possibly several) in depth “white papers” about various aspects of the solutions you sell. Your marketing materials should all be written in a prospect-centric way. Make sure your marketing writing describes your target market and their problems, from the viewpoint of their suffering from those issues. Don’t go on and on about yourself and your business. Go on and on about THEM and what they’re dealing with. This causes prospects to resonate with your description and self identify as a prospective client.
4) Rather than doing EVERYTHING in the way of marketing, choose one, or two, or three (at most) techniques and do them regularly.
Look for situations, groups, and events that are rich in your target market. (Make sure you’ve defined that market sharply enough). Take the time to experiment broadly until you locate those groups, associations, and interactions that, done regularly, can bring you consistently into contact with your market. Choose the groups that are richest, and commit to show up regularly and develop relationships. Do this with the intention of being a trusted resource. Your choices must be enjoyable or you won’t want to continue. Be highly selective and work efficiently.
5) Keep asking yourself, “How do I find and access my target market?”
Where do they show up? What do they read? Realize that general purpose methods and means are not targeted enough. Make it your objective to constantly be on the lookout to discover where there are target rich “pools” of your intended prospects. Keep honing in on these and letting go of general settings.
It’s easy enough for a business to fall into “muddling through” in their marketing. It’s just as easy to get your marketing back on track and to get effective and gratifying results.
Suzi Elton provides business writing that attracts targeted prospects to your service business and converts them into clients for you. She is a Robert Middleton Certified Action Plan Marketing Coach, as well as a professional writer. Her website offers a free series of 8 assessments you can use to analyze your own site.
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