Practical guides
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Practical guides
Marketing "must do's"
To work, marketing tactics must be carefully targeted at the desired audience, meaning there are a few generic "must do's".
Be clear on what the purpose of your business is
A commitment of your business to add real value to its customers is the single most effective sales tool any business can employ. If you call a company and they just want to make money from you, you can tell instantly, but if they're willing to do whatever it takes to make your life easier, meet your needs and answer your questions, you will want to do business with them again and recommend them.
Focus on explaining the benefits of your product
One of the biggest marketing mistakes that businesses make is focusing on the product details, rather than the benefits it offers customers. People will only buy when they, either consciously or subconsciously, understand how they are going to benefit from what you are offering them.
Every conversation you have and every paragraph of your brochures, letters and website should convey the benefits of what you have to offer. For this to happen you must be clear on what these benefits are and, sometimes, we're so close to our business, that's not easy to do.
Test and measure every aspect of your marketing
Continually test new marketing strategies on a small scale. It may be a new direct mail campaign, a new advert, a letter to your customers, an email or a telephone campaign.
You test small, then you measure the results. What did it cost? What revenue did it generate? If it was not profitable, you've learnt an important lesson and move on. If it was profitable, you roll it out and make it an integral part of your marketing approach.
Of course, before you test new marketing approaches, you need to be testing and measuring what you are already doing.
Try new forms of marketing - regularly
Most businesses use one or two main forms of marketing to grow their business. If you want to grow your business significantly, your goal should be to turn your business into a multi-level marketing machine, where you are combining several marketing approaches simultaneously.
Now, if it's that simple, why aren't more businesses doing it? There are two reasons. The first is they just don't know how. They haven't realised that you will never fulfil your business potential if you don't make marketing a top priority.