Late last year I reconnected with an old business contact of mine, a financial planner. This man has been in business for 20+ years and has always been successful because he is a stand-up guy with a unique niche in his business. He is the financial adviser who takes the time to get to know his clients and to really learn what makes them tick before helping them design a financial plan. He is happier if he has helped a businessman or a family get closer to their long-term goals than if he gets a big fat commission check.
Unfortunately, the economy has hit his business hard, and he isn't seeing many of those checks. People are either afraid to invest or don't have the assets left to do so, so his business has dropped significantly. He came to me to help ramp up his marketing efforts, something he's been able to avoid doing for a long time.
I thought I'd pass along some of my suggestions to those of you who might find some of yourselves in a similar position:
1) It is tempting to cut marketing expenses in a recession, but according to an SBA expert in Seattle, marketing is the last expense you should cut when the economy is down. In fact, if your year-round marketing efforts are consistent, you may only have to increase things a little bit (greater advertising frequency, for example) or maintain the status quo until the economy evens out. Bottom line: do not cut your marketing now.
2) Take advantage of the social media surge. Leverage sites like Stumple Upon, Digg, Facebook, Twitter and Squidoo to get your message out there. There is no "hard cost" to using these sites, but be cognizant of how much time you spend on them and be sure your message is consistent across the board.
3) Remember that the "hard sell" turns off many of today's consumers. Instead, take your time by offering them tidbits for free with a blog or posting tips on Twitter.
4) Position yourself as an expert in your field through article marketing, blogging, tweeting or commenting on others' blogs.
5) Interact with others online and through face-to-face networking without the expectation of a sale and, while doing so, remember to be yourself. If they need you down the line, they'll remember you or perhaps refer you to someone who might.
6) Keep your marketing efforts consistent. We all know that it takes 7+ times for a prospect to see our name, brand, product or service before it sticks or becomes top-of-mind. So make sure you get in front of your target audience on a regular basis (e.g., advertising 1x/week in local paper, 4 radio spots/day during rush hour, weekly blog posts, daily Twitter & Facebook updates, etc.)
7) Try "new" marketing tools. When finances are scarce, people are afraid to spend money so "doing what you've always done" may no longer work. If that's the case, try new (or new-to-you marketing tools - advertise in a different publication, try a TV ad, join an online network, join your local Chamber or downtown organization, investigate PPC or CPA advertising, place an ad on Facebook - whatever will put you in front of prospective customers.
8) Keep the customers you have. It costs less to keep a customer than it does to acquire a new one, so make sure your existing customers continue to have the great selection and service they are used to. Continue to woo them with special offers, free newsletters, thank you events, etc. to make sure they feel appreciated.
9) Be flexible. I know it is hard to be open-minded when business is slow, but you have to be flexible in order to adjust your marketing mix to what will work for you during a recession.
10) Perhaps most importantly, make sure you can measure whatever marketing tools you are using. That's the only way to see if what you are doing is working. If you are using online marketing tools, make sure you check your website or blog stats frequently to see what keywords, referral sources, days, times, etc. are bringing you traffic. For advertising, be sure to include a specific Coupon or Offer code so you can track the origin of the promotion and, if all else fails, ask your new customers, "How did you hear about us?" or "Who can I thank for your business?" You'll need this information when determining the success of your efforts.
Still not sure where to begin? Contact me to discuss your situation. My initial phone consultation is complimentary.
Virtually Yourz,
Dana Neuts
Follow me on Twitter: VirtuallyYourz
Find me on Facebook, Biznik and LinkedIn
Showing posts with label marketing tools. Show all posts
Showing posts with label marketing tools. Show all posts
Thursday, August 13, 2009
Wednesday, December 17, 2008
Make a splash with a world-class business card!
To some, a business card is just a small piece of card stock with contact information and a logo. To those who know how to sell themselves and their companies, it is a powerful marketing tool in a small package. A well-designed card will stand out from others and carry on your brand wherever you go.
If you'd like your business card to scream "save me," follow these tips.
1) Have your card professionally created by a graphic designer. It may cost a few bucks up front but, once complete, the design is yours to keep and reuse over and over.
2) Ensure that your card's design flows with your brand in terms of look and feel including fonts, logos, colors and messaging. If you aren't sure where to begin, take out a stack of business cards you've collected and lay them face up in front of you. Which cards do you notice first? Why? Jot down the things you like and discuss them with your graphic designer. She can use that information to design a card that's perfect for you and your business.
3) Include useful information on the back of your card to make sure people use it and remember you. If you're a stylist and nutritionist, for example, turn it into an appointment card. If you're a real estate agent, include home buying tips, home selling tips, key local numbers (utilities, government, schools, emergency) or a referral offer. Another useful option is to list your products or services on the back of your card.
4) Go for a clean, uncluttered design. I've seen business cards that were so crammed with contact information that it was difficult to read the tiny print. Others included every professional designation the person had. Stick to the basics: your company name, logo, marketing tagline and primary contact information. If you want to include your designations, include only those that will be easily recognizable to your clients or put them on the back of the card.
5) Consider upgrading your card stock or adding a glossy finish to your card. These little touches can make your card pop. My card is made from normal stock but it has a nice glossy finish which makes the card stand out among others, and it feels nice to the touch. People often comment on how great my cards look. If that's their first impression of me and my business, I've already succeeded in getting their attention.
The next time you have business cards made, follow these tips and you'll be thrilled with the results. Go out and make a splash with your new world-class business card!
Virtually Yourz,
Dana Blozis
If you'd like your business card to scream "save me," follow these tips.
1) Have your card professionally created by a graphic designer. It may cost a few bucks up front but, once complete, the design is yours to keep and reuse over and over.
2) Ensure that your card's design flows with your brand in terms of look and feel including fonts, logos, colors and messaging. If you aren't sure where to begin, take out a stack of business cards you've collected and lay them face up in front of you. Which cards do you notice first? Why? Jot down the things you like and discuss them with your graphic designer. She can use that information to design a card that's perfect for you and your business.
3) Include useful information on the back of your card to make sure people use it and remember you. If you're a stylist and nutritionist, for example, turn it into an appointment card. If you're a real estate agent, include home buying tips, home selling tips, key local numbers (utilities, government, schools, emergency) or a referral offer. Another useful option is to list your products or services on the back of your card.
4) Go for a clean, uncluttered design. I've seen business cards that were so crammed with contact information that it was difficult to read the tiny print. Others included every professional designation the person had. Stick to the basics: your company name, logo, marketing tagline and primary contact information. If you want to include your designations, include only those that will be easily recognizable to your clients or put them on the back of the card.
5) Consider upgrading your card stock or adding a glossy finish to your card. These little touches can make your card pop. My card is made from normal stock but it has a nice glossy finish which makes the card stand out among others, and it feels nice to the touch. People often comment on how great my cards look. If that's their first impression of me and my business, I've already succeeded in getting their attention.
The next time you have business cards made, follow these tips and you'll be thrilled with the results. Go out and make a splash with your new world-class business card!
Virtually Yourz,
Dana Blozis
Wednesday, August 6, 2008
My Top 6 Marketing Tools for Retail Businesses
Although some retail business owners are very marketing savvy, a lot of retailers don't know where to begin. Others simply don't have time to do the marketing in addition to their other responsibilities. For those business owners, I offer my Top 6 Marketing Tools for retail businesses:
1) You need a website, no matter how simple. It can be a blog like this one, or something more elaborate with your business name as the domain name, www.mariehaggin.com, for example.
2) Advertising. When times are tight, people often stop their advertising but this is the time when you most need to advertise. If your advertising isn't working for you, try a different publication or a different market. You need to consistently reach the right market with the right message.
3) Networking. This can include membership in organizations like the Chamber of Commerce, your local downtown association, or the local chapter of a group like BNI or it can be an online network like LinkedIn or Biznik. Network with like-minded professionals and share referrals.
4) Rewarding customers. The 80/20 rule tells us that approximately 80% of our business will come from 20% of our customers. That's why every business should have a customer referral program to reward its very best customers. It could be including them in a special monthly promotion, posting a customer of the month photo on the wall of your store, or recognizing them with a Client Appreciation Event. Make sure they feel appreciated and they will continue to shop with you and refer their friends to your store.
5) Community involvement. Like networking, community involvement is a great way to meet other members of your community and to spread the word about your business, even if it is only subtly. Try sponsoring a local sports team or relevant school club, volunteer at the local Food Bank, join the PTA or a local church organization. When feasible, volunteer your time or your services.
6) Shout your news to the world. At least 3 to 4 times a year, issue a news release (also called a press release) to let the community know what you've been up to. Anything that's newsworthy will do - a business anniversary, addition of a product line, a new professional certification, key staff hire, upcoming event, or participation in a nonprofit organization. I recommend you submit the release to your local media, relevant industry-related groups and online. You'll be surprised at how affordable it can be to get widespread coverage and to keep your name "time of mind."
To your success,
Dana Blozis
Virtually Yourz
1) You need a website, no matter how simple. It can be a blog like this one, or something more elaborate with your business name as the domain name, www.mariehaggin.com, for example.
2) Advertising. When times are tight, people often stop their advertising but this is the time when you most need to advertise. If your advertising isn't working for you, try a different publication or a different market. You need to consistently reach the right market with the right message.
3) Networking. This can include membership in organizations like the Chamber of Commerce, your local downtown association, or the local chapter of a group like BNI or it can be an online network like LinkedIn or Biznik. Network with like-minded professionals and share referrals.
4) Rewarding customers. The 80/20 rule tells us that approximately 80% of our business will come from 20% of our customers. That's why every business should have a customer referral program to reward its very best customers. It could be including them in a special monthly promotion, posting a customer of the month photo on the wall of your store, or recognizing them with a Client Appreciation Event. Make sure they feel appreciated and they will continue to shop with you and refer their friends to your store.
5) Community involvement. Like networking, community involvement is a great way to meet other members of your community and to spread the word about your business, even if it is only subtly. Try sponsoring a local sports team or relevant school club, volunteer at the local Food Bank, join the PTA or a local church organization. When feasible, volunteer your time or your services.
6) Shout your news to the world. At least 3 to 4 times a year, issue a news release (also called a press release) to let the community know what you've been up to. Anything that's newsworthy will do - a business anniversary, addition of a product line, a new professional certification, key staff hire, upcoming event, or participation in a nonprofit organization. I recommend you submit the release to your local media, relevant industry-related groups and online. You'll be surprised at how affordable it can be to get widespread coverage and to keep your name "time of mind."
To your success,
Dana Blozis
Virtually Yourz
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