Marketing your business used to be simpler.
There used to be a lot less noise in the market. Handing out a business card or doing a pamphlet drop used to be enough. But marketing has become more advanced in recent years. And we have the online world to thank for that.
It used to be that businesses faced very little competition. You were often the only establishment in town that offered a certain product or service, so everyone knew to come to you.
But now, the market is flooded with competition. In some cases, you are even competing with businesses you have never heard of halfway around the world.
So what can you do about it?
You need an effective marketing plan. Making it effective means covering at least 3 marketing channels, having multiple touch points, and using market data to your advantage.
Let’s look into those points in greater detail.
Cover More Media Channels
As I mentioned above, marketing is not as simple as it once was. Today, there are more media channels than ever before. As well as the traditional methods of newspapers, printed materials and radio, you also have the entire world of online methods at your disposal.
As you know, email marketing is one of the most powerful methods of communication that you can use. It is a familiar channel to receive information, it is a medium that you control as you can choose the message you send and when you send it, plus your email list is an asset you own. You can also guarantee that every single person on your email database will see your message in their inbox.
But as powerful as email marketing is, it doesn’t work as effectively if it is the only channel you are utilising.
You need to use your website and articles to collect new subscribers, you need to gain brand awareness on social media, and you need to get out there and meet people via networking. There are a lot of other channels out there that you can tackle, but these three are the ones I have found most effective for supporting an email marketing strategy.
Using Multiple Touch Points
It isn’t enough to email your list every once and a while and think you will generate sales automatically. You need to nurture your prospects with multiple touch points.
The great thing about email marketing is that you can automate some of those touch points. As soon as prospects come onto your email list, they need to go into a follow up sequence. The buying decision could be a process that lasts several months. That is plenty of time for them to forget who you are if you don’t stay in touch regularly. Having a great follow up system is part of making it work.
Remember that 63% of the people requesting information on your business will not purchase for at least three months and 20% will take more than 12 months to buy. So, keep in touch!
Use Market Data
Market data is better than product data. What is market data you ask?
It is all the information that you collect on your ideal market. Who they are, what they need, the problems they have, what their interests are, and what their demographic is.
You can use this data to your advantage in your marketing. You can speak to their pain points, position your business as a solution, and persuade them that you are the one to solve all their problems. Market data moves people when they might not even feel they need your product or services.
Marketing your business is like karate. Stay with me, I promise it will make sense!
Karate is not about learning thousands of moves. It is about using a handful of moves thousands of times. This is the logic you should apply to your marketing strategy and tactical plan for the new year.
Want to get that tactical plan in place in just 30 minutes? Then book in a time to have a free chat with me, or to meet with me and together we will create an exact roadmap to make your marketing strategy for the next 12 months happen.
P.S. To grab your copy of the FREE Dangerous Trends report (no strings attached) that addresses the 5 biggest challenges that business owners face today, simply email [email protected] and let me know if your biggest challenge is… Getting leads, Making sales, Time Management, Cashflow, Or something else.