The reality is that you don’t have to spend a lot of money. You don’t have to be immensely creative. The single most important thing you can do is to build a step-by-step process for your marketing – and do it consistently over time, adding to it as you master the basics.
Start simply. You don’t have to have fancy marketing materials. In fact, many of my clients start with only business cards, stationery and a website. That’s easy enough, right?
Find a focus. Be crystal clear about your ideal target market. What geography are they in? Why do they hire you? What do they look like? Write it down so that others can refer you the right type of business. For example, your ideal target market might be small businesses near Madison, Wis., with fewer than 20 employees who want to outsource all their accounting needs. Or – they might be billion dollar corporations looking to reduce their tax liability. You need to know who your target market is so you can create marketing communications that resonate with the marketplace. Whatever you do, don’t try to be all things to all people. It never works.
Mingle with your market. lEach of us has natural talents. Are you a good networker? A powerful public speaker? A decent writer? Based on your personal preferences, decide how you are going to meet and interact with people in your target community. If you are a writer, you might start a blog or write for a trade publication. If you prefer networking, you might join the Rotary Club and volunteer to be the treasurer for your favorite non-profit. Continually seek out ways to mingle with the movers and shakers in your community. Once you build trust and value, people will want to do business with you.
Continue contact. How many times have you gone to a networking meeting, came home with a pocket bulging with business cards, and did nothing with them? The key to marketing success is to have a step-by-step plan of action for every contact made. Some people actually create a flow chart of next steps, based on the prospect’s actions. What happens after you meet someone at the networking event? Do you send them a LinkedIn request? A hand-written note? By doing the same steps each and every time, you’ll develop a rhythm to your business. You’ll know where they are in the marketing and sales process. You might start with a simple process like:
1. Attend the monthly chamber of commerce meeting.
2. Send a LinkedIn request to every new person met.
3. Ask permission to add them to your email marketing mailing list.
4. Follow up with a short exploratory phone call – offering a meeting if a fit.
5. Sell an intro package (a way to try your services without a huge amount of risk).
6. Sell a larger package.
Notice that your marketing efforts should go from low-cost, low-risk, low-time-investment – and gradually increase in intensity as your business relationship grows.
Create consistency. The #1 reason marketing is difficult because most businesses don’t have a marketing system in place. They do things a different way every time. They make decisions on the spot, rather than based on their strategic plan. That lack of consistency is a business killer. You can save an incredible amount of time and money by being able to quickly say yes or no to any given opportunity. There are fewer wasted steps.
Plus, when you are consistent, you create momentum. Think of marketing like working out. If you work out three times a week, and are committed to gradually increasing the frequency and intensity of your workouts, soon you’ll be physically fit. The same thing holds true for marketing. The more you do it, the better you’ll become at it. Before you know it, the phone will be ringing and you’ll have a thriving pipeline of business.
If you want to create success, first create consistency in your marketing. The secret to success is the marketing system.
