What can I do to improve business in this economy?
February 18, 2009 by Mary Ellen
My recommendation is to focus and simplify. Think of a maximum of four “channels” or pillars or ways to categorize your efforts.
I use four as an example because there are four directions, four corners in a square, four legs to a chair. So pick your four marketing channels.
For service professionals, I suggest:
PR – Public Relations especially, the vital Online Media Room
Direct Print – Publishing for your audience
Digital Word of Mouth or, Social Media and the Web
Event Marketing or Networking – Connecting with customers on and off-line.
Within each channel there are numerous tactics. Again, concentrate on developing three or four that appeal to your personality. Develop and expand a small group of tactics. Rather than trying a dozen different things, get good at a few.
Do one marketing thing every day. Consider these examples:
Public Relations
- Set up an online media room
- Implement a systematized public relations plan
- Write a news release
- Contact local newspapers and magazines with a news release
- Add an event from your company to one of the many media calendars
- Investigate appearing on talk shows or morning show segments on radio or tv
- Set up a digital media kit
- Feature client success stories on your website
Direct Print
- Build a mailing list and develop a postcard or direct mail campaign
- Offer a special report, tip sheet or white paper to your prospects and customers
- Publish articles online
- Write a column in an industry newsletter or in your own
- Use e-notices to let your best customers know about new shipments, specials, etc.
- Use direct mail letters to communicate with customers and prospects
- Produce a catalog of your offerings
- Develop and post a benefits list
Digital Word of Mouth – the Web
- Plan text campaigns, especially if your target is younger and mobile
- Update your website
- Respond to email quickly
- Use social media in conjunction with other advertising channels
- Launch a company blog
- Add an executive blog to a company one
- Develop a company page for Facebook
- Use Ad Sense to boost your website traffic
Event Marketing or Networking
- Network easily, frequently and tirelessly
- Always have business cards with you – use them as mini brochures
- Try C-commerce – that’s customer care
- Talk with customers; engage in a dialogue with qualified prospects; find out what they want from you
- Ask your customers for referrals. Be quick to offer referrals
- Smile more. People prefer to do business with positive, upbeat people
- Participate – get seen being involved in your community
- Answer your phone faster
- Form an alliance with nearby businesses – promote them and ask for their support in return
- Be easy to do business with
Note: These options can work for any business. Choose a few and with a consistency you’ll see results.
In fact, with little effort, I’m sure you can add to this list. Most importantly, let me know how this system works for you!
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