We speak to several businesses on a daily basis who believe that they are already implementing some type of marketing activity. This may be the case for most but after working with some of Australia’s fast growth organisations, we have found that all marketing activities are not created equal and those that do it better, have done something differently.
Start with a Plan – Whether its 30 pages or 5, most successful businesses start with a plan. This is the basis of describing their unique product or service offering, how they are going to promote it to their customers all the way to their pricing strategies.
Integrate your message – Businesses use different avenues to promote their services, from direct mail to merchandise and social media. However, with no integrated strategy or message these activities often confuse customers or worse still go unnoticed.
Consistency – Have you ever started a newsletter then stopped sending it? Those businesses that consistently deliver their marketing activities in a scheduled and consistent manner tend to have better brand recall. Similarly, if you do start with a plan, make sure you develop a calendar to implement your activities. It’s often not the plan that’s the problem, its the fact that many business owners do not implement it.
Database is king – We speak to several business owners who generate large customer enquiries each year. However, they failed to see the importance of capturing names in a database. On a similar basis, we also see businesses who do not look at cooperative marketing opportunities with other businesses in their industry who they can work with and cross promote their products to. Having a database helps you update your customers, communicate your services, promote an offer, cross sell, up sell, and refer.
Test and Measure – Test, Measure and Refine your marketing activities. Copyrighters do this all the time and this is how they know which copy draws more sales. Similarly, check and tweak your marketing activities accordingly to get results. It may not be the offer that’s wrong, it could be the timing so make sure that you test your activities!
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