Marketing your business effectively
Marketing your business effectively
Well, maybe if luck is on your side, you can. Unfortunately, for most of us though, it will probably take a bit more effort to get a steady stream of customers that come back time and time again. So, how can you ensure that your marketing and promotion is effective and receives the desired result for your business?
Know Your Market
The best starting point to make sure your marketing is successful is to know your market. This means clearly defining who your ideal customer would be and building up a profile of them. For example, if you are targeting middle class women, you would want to know as much information as possible about their likes and dislikes, where they are likely to go to buy your product or service as well as general information such as likely age and ethnicity, location and potential numbers.
Much of this sort of research can be found on the internet, particularly on statistical websites devised by the Government or by typing your criteria into a search engine. Other useful sources are your local library and generally talking to your target customer.
As well as your target customers, it is worth looking at your competition to build up a similar sort of profile. This can work well to identify the methods they’re using to market their services. If it’s working for them, chances are that adopting these methods will work for you.
A Mix and Match Approach
But, why should you know your market? Well, using promotional techniques in conjunction with your knowledge of your market will enable you to directly target your efforts to meet your customers.
If you then use a mix and match approach to marketing; that is, using a combination of five or six different techniques at any one time, you will build momentum for your business while keeping your marketing activities manageable. And, believe it or not, most of them won’t cost you a penny.
Marketing methods
So what methods can you use? The great thing about marketing is that once you know the most common methods, you can then adapt them to suit your needs. Often when you’re doing this, you come up with new and sometimes improved ideas.
For instance, if you want to get personally acquainted with people, you can use activities such as direct solicitation (approaching people by mail or phone), free consultations, networking, providing speeches and seminars, volunteering or simply walking around the neighbourhood letting people know what you do.
To get people talking about you, how about using gift certificates and coupons; letters of reference and testimonials; approaching newspapers and magazines to get features written about you; referrals or sponsorships, donations and charity events.
You can tell people about you by using advertising, writing articles and columns, preparing brochures and flyers, websites, newsletters, catalogs, sales letters or proposals or even by writing your own book.
Why not show people what you can do by using audiotapes, business cards as samples, CD’s, demonstrations, displays, house parties, media appearances, samples and giveaways, trade shows, video brochures or how about your own radio or television show.
Can you ever stop marketing?
Marketing is a bit like riding a bike. The more peddling that you do, the greater the momentum and sooner or later, you’ll be able to coast for a little while without peddling. Eventually though, you’ll need to peddle again to build up more momentum.
The moral of the story is that even if you have all the customers you need at the moment, continuing with your marketing efforts all the time, will mean that you will constantly bring in new business. It’s only when you stop promoting that all the hard peddling begins again.
Exceptional Thinking can be found at www.exceptionalthinking.co.uk or by called +44 (0) 845 644 9371.
Marketing your business effectively - To learn more about this author, visit Helen Dowling's Website.
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Congratulations. Finally, after all the months of hard work putting together your business plan, you’ve started your business. Perhaps you’ve done a bit of advertising, maybe a bit of networking. You can sit back and wait for the customers to knock on your door, right?
Well, maybe if luck is on your side, you can. Unfortunately, for most of us though, it will probably take a bit more effort to get a steady stream of customers that come back time and time again. So, how can you ensure that your marketing and promotion is effective and receives the desired result for your business?
Know Your Market
The best starting point to make sure your marketing is successful is to know your market. This means clearly defining who your ideal customer would be and building up a profile of them. For example, if you are targeting middle class women, you would want to know as much information as possible about their likes and dislikes, where they are likely to go to buy your product or service as well as general information such as likely age and ethnicity, location and potential numbers.
Much of this sort of research can be found on the internet, particularly on statistical websites devised by the Government or by typing your criteria into a search engine. Other useful sources are your local library and generally talking to your target customer.
As well as your target customers, it is worth looking at your competition to build up a similar sort of profile. This can work well to identify the methods they’re using to market their services. If it’s working for them, chances are that adopting these methods will work for you.
A Mix and Match Approach
But, why should you know your market? Well, using promotional techniques in conjunction with your knowledge of your market will enable you to directly target your efforts to meet your customers.
If you then use a mix and match approach to marketing; that is, using a combination of five or six different techniques at any one time, you will build momentum for your business while keeping your marketing activities manageable. And, believe it or not, most of them won’t cost you a penny.
Marketing methods
So what methods can you use? The great thing about marketing is that once you know the most common methods, you can then adapt them to suit your needs. Often when you’re doing this, you come up with new and sometimes improved ideas.
For instance, if you want to get personally acquainted with people, you can use activities such as direct solicitation (approaching people by mail or phone), free consultations, networking, providing speeches and seminars, volunteering or simply walking around the neighbourhood letting people know what you do.
To get people talking about you, how about using gift certificates and coupons; letters of reference and testimonials; approaching newspapers and magazines to get features written about you; referrals or sponsorships, donations and charity events.
You can tell people about you by using advertising, writing articles and columns, preparing brochures and flyers, websites, newsletters, catalogs, sales letters or proposals or even by writing your own book.
Why not show people what you can do by using audiotapes, business cards as samples, CD’s, demonstrations, displays, house parties, media appearances, samples and giveaways, trade shows, video brochures or how about your own radio or television show.
Can you ever stop marketing?
Marketing is a bit like riding a bike. The more peddling that you do, the greater the momentum and sooner or later, you’ll be able to coast for a little while without peddling. Eventually though, you’ll need to peddle again to build up more momentum.
The moral of the story is that even if you have all the customers you need at the moment, continuing with your marketing efforts all the time, will mean that you will constantly bring in new business. It’s only when you stop promoting that all the hard peddling begins again.
Exceptional Thinking can be found at www.exceptionalthinking.co.uk or by called +44 (0) 845 644 9371.
Marketing your business effectively - To learn more about this author, visit Helen Dowling's Website.
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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John AlexanderJohn has taught keyword research and SEO skills to small groups of business owners and Webmasters from over 80 different countries world wide since 2002. John is also the Director of Search Engine Academy ; Co-director of Training at Search Engine Workshops offering live, SEO Workshops with his partner SEO educator Robin Nobles, author of the very first comprehensive online search engine marketing courses at SEO Training Online and the SEO Workshop Resource Center. I look forward to hearing from you! - Visit John Alexander's Website |
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