The job of marketing is to promote your business and attract prospects. What’s done with those prospects is the job of the sales force. When measuring the success of your marketing plan, don’t focus on sales figures, but responses, inquiries and name recognition..
Here are some critical factors to consider when developing an effective marketing plan:
1. Effective marketing establishes your unique brand and selling proposition. It clearly differentiates you from your competition.
What makes you different from your competition? What keeps your current customers with you? What would entice new customers in your door?
2. Focus on your current customers first!
Current customers are the most profitable. They can also act as your sales force. Testimonials and referrals from customers are far more powerful than any advertising you can do. Treat them right. Make them feel special. Establish an ongoing, meaningful dialogue with them.
3. Top-of-the-mind awareness is critical.
Customers are constantly bombarded by advertising and messages from every angle. Make sure your name isn’t forgotten. For, when the decision is ready to be made, they’ll go with a company whose name is familiar to them.
4. Know who your prospective customers are and communicate with them regularly to develop a program for lead generation.
This is not an overnight process. Business owners must think long-term. Programs such as direct mail may generate leads, but it won’t close the sale.
5. Back up your marketing claims with real action.
Don’t make promises you can’t deliver on. Make sure your business is set up and ready to handle the business coming in the door in the way you’ve promised.
6. Think long term.
A special sale or coupon might get bargain-hunters in the door, but for profitable business, you need loyal customers. Make sure your brand is solid, that your employees deliver on the brand, and consistently communicate your unique selling proposition.
7. Stay customer-focused.
It’s not what you can do, it’s how you can meet your customers’ wants and needs. Make sure you understand what they need and want before marketing your services.
