As a business owner, or someone interested in starting a business, one of your goals will naturally be to achieve success which normally means a good profit – no real surprises there. However, have you really thought about what it takes to be successful? Equally, you may have a different view of business success than the entrepreneur working in competition with you. For most business owners, the main concern is the running and managing of the business so that everything “runs” smoothly.
I will explain some of the benefits of working with a marketing consultant, as well as presenting some ideas and reasons for using “permission based marketing” as the mainstay of your business. Unless you love marketing and have the time to do it, more often than not your area of expertise will be in the running of your business and the large number of management and technical tasks involved with delivering your products or services to customers.
It is no secret that many people have fallen into the trap of not directing their businesses, but rather acting as an employee. This can be tolerated for a while, but will ultimately cause you to stagnate rather than to grow. This is the reason to consider outsourcing certain tasks like those of growing your client base. Whilst this may at first seem counter productive, it is actually very important to delegate certain tasks to maximise your efficiency and improve your results or returns.
You may be familiar with direct marketing, but one method that has been found to be very effective is what is known as “permission based” or “opt-in” marketing. In this method, when someone has arrived at your website, an offer is presented to them (such as an eBook), that entices them to provide their name and email address. This is a simple way to get a potential client to join your list which then enables you to build trusting relationships with them over time. According to Hubspot research, traditional “out-bound” marketing 62% more per lead than “in-bound” marketing. Whilst out-bound marketing approaches other people, in-bound marketing works with people who are approaching you and raising their hand that they are interested in what you offer.
By working in this manner, you are changing the equation as the potential customer will be approaching you. We all know and have experienced the “noise” of advertising and marketing campaigns that we have absolutely no interest in yet can’t escape from. This has been proven to be an increasingly less effective method for marketing success yet the majority of businesses still burn-up their money with it for little return. By using the services of a marketing consultant to help you with setting up an appealing offer and the best way of delivering it, you will have a much higher chance of being found by people searching for your service or product. There is a considerable amount of skills, knowledge and experienced needed in this area to achieve the right results without being too pushy.
The above is certainly only one of many examples where a specialist in this area can help you. It’s also important to note that given that this style of marketing is mostly carried out online, it is important to make sure that you are also operating within the bounds of the law which is very strict. The reasons for this are that there have been significant increases in problems with SPAM which has had the effect of annoying people and subsequently, improving email filtering standards. Fortunately, permission based marketing, by its very nature is rarely considered spam because each piece of information is relevant, seen as high-value and expected.
Without becoming too technical, the requirement is not only to produce the highest quality email, text or social media campaigns, but also be familiar with both the legal and technical aspects to maximise the delivery rate of your messages and content. A lot of this method of marketing can be attributed to its creator, Seth Godin, who wrote the best selling book “Permission Marketing: turning strangers into friends, and friends into customers” published by Simon and Schuster.
Ultimately, people are becoming more sophisticated and are able to tell if they are being “sold to”. This means that it has become more important than ever to make sure that potential customers are given valuable and relevant information that they can use with benefits they can clearly see. This is in itself, an art form and a science and best left to a specialist. The benefit from doing this is that you are then free to get on with the running of your business and the areas that you enjoy. You have little to lose, and everything to gain by speaking with a specialist marketing consultant, to see how they can help you take your business marketing to the next level.
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