Building a reputation for your business can be difficult and time consuming. In order to attract and retain customers, investing in branding and image is essential. However, it does not have to be expensive.
These top ten marketing tips give advice on how to get your message across and build a customer base, among issues. You will also find a range of products that will assist you with developing and implementing successful strategies and tactics to increase profitability.
- Emphasise what makes you stand out from the competition
Define and describe clearly your unique selling points. This could be about the price of your product (or special discounts or promotions), your method of delivery and/or the areas you are prepared to deliver to, the speed of service you offer, service levels or methods of ordering. It could be that you are environmentally friendly, that you use certain ‘ingredients’ in the manufacturing process. Perhaps you have a proven record in assisting your clients to increase profitability or productivity. Use testimonials from delighted customers to emphasize your point of difference.
- Put yourself in your customer's shoes
Focus all of your efforts on emphasizing the benefits of your product, (for example, if you make golf clubs, highlight how they can help you hit the ball further), rather than highlighting obvious points, such as product features. Wherever possible, mention the words ‘you’ and ‘your’, as this will help make your customers feel more individual.
- Your message should be succinct and clear
Consider the volume of marketing and advertising interruptions we receive on a daily basis. You need to create a message that will have impact, and most importantly ensures your customer understands the benefits of your product or service. Test it out on friends and family – do they understand what you are trying to say?
- Build your company story
Think of the bedtime stories you heard as a child, and those you tell your kids now. You're probably reciting the same fairy tales to your kids that your parents lulled you to sleep with. Why? Because you remember them. Wouldn't it be great if your clients remembered you as well as you recall the three little pigs and Hansel and Gretel? To start yours, first brainstorm. Stick to the truth (they're stories, not myths!). And remember, good stories hinge on interesting characters, plots, and settings. Identify these in your business, and then your company story is sure to keep them up past bedtime.
- Justify every dollar of your marketing budget
If you can find out a response to every piece of marketing you do, you can judge whether your money is being well spent. Keep track of the number of people who see your ads, the number that respond, those that buy, and those that buy again. Scrutinize your sales patterns.
- Ask your customers for product endorsement
Testimonials are like gold dust. Whenever anyone says anything positive about your product or service, ask if they would mind providing an endorsement for you. The more testimonials you put together, the more confident your prospective customers will be of the service you are delivering.
- Word of mouth works wonders
If existing customers recommend your service to friends, colleagues and associates, you stand a great chance of getting new business. This is a great way of marketing, as it involves no cost to you and the new business you get is likely to be a warm and long-lasting relationship. Consider offering incentives to existing customers if they can drum up new business, for example by offering them a scalable discount.
- Attract customers with incentives
Too many business people miss out on sales because the customer has no reason to act immediately. Offer customers an incentive to sign up straight away, for example via a discount or free product. Whatever you’re selling, always remember to include a time-close or deadline, and state it clearly.
- Act on feedback
No one knows more about what your customers think than your customers themselves. Take on board as much feedback as possible about your product, and take every opportunity to ask customers what they think about your product. Make sure you act on feedback (both positive and negative).
- Know when to follow up
Whenever a conversation takes place or you get a new lead, set a date for a follow-up, even if it’s 6 months away. If you’ve made the effort to make initial contact with a customer and even sent information, it’s easy (and stupid) to miss out on the sale because you didn’t follow-up at the opportune time. The best salespeople are those that follow-up with regularity.
