Expanding Your Business in a Recession: Cross Marketing
Cross Marketing is Smart Marketing Crossmarketing during a recession is smart marketing. Economies of scale, low
cost marketing campaigns, high ROI, taking advantage of Social Media trends all spell
the way for any Entrepreneur to enjoy effective, efficient, results oriented connections.
Cross Marketing Within Your Network
We all have a natural network in our suppliers and venders. This chain of essential
parts want you to succeed. Your suppliers will love nothing more than for you to order
more products or services from them; they could not be more pleased if you became immensely
wealthy with their help and their referrals. It is absolutely essential to your network
building that you put them first on your list, and begin today, right now including them in
your network and cross marketing strategies. Your plan should include reaching out to each
one personally, explaining your overall Marketin Plan, and Network Building Plan, how it
effects them, what it means to their bottom line, and what it can mean in the future if
your suppliers and venders assist you in developing a Professional Network System.
Cross Marketing with your Family and Freinds
Now, I am not suggesting you get your mom to purchase the latest internet miracle.
I am suggesting however, that you give your family cards, fliers, blank sign up forms
and other materials and always have them handy, so they can sign up people for whatever it
is you sell or create. Your family and friends will help you if for no other reason, they will
see you are serious about your overall Marketing Plan, and Professional Networking Plan.
People DO want to be involved in sucessful ventures, and you want to be thinking of ways
to leverage the good will and enthusiasm of people who love you, and want you to succeed.
Involve past co workers, pastors, counselors, there are numerous lists I could provide for you to
brainstorm where your network should carry you. Neighborhood grocers, bulletin boards,
groups like HOAs, Social Groups like the Rotary Club, are all good sources for fliers,
sign up sheets and SMS list building. Blank SMS sign up sheets are essential to any
Cross Marketing Campaign, and you should have them handy all around you until they are
getting to be annoying. Then you probably don't have enough.
Cross Marketing to Your Clients and Customers
1. POS Upselling Webforms. Some people feel they need to develop a list of clients
and customers, and they should; but there are ways to cross market to clients at the
point of sale. One effective method is the merged field "one more purchase"
technique when the visitor fills out a webform. A pop up page appears and asks
"You were intrested in Free Article on How to Grow Your Business in A
Recsession. Would you also be interested in a Free Powerpoint Presentation on How to Grow Your
We implement this with all our client's business, and they are simply
amazed at the power of Cross Marketing even before the client has recieved their first free
eMail opt in! Moreover, this technique is done electronically, and the advantages are
tremendous. Remember the old addage, it costs ten times less to sell to someone
who is already in front of you than it does to go out and get a new customer.
2. Another, more personal technique that I use with busy CEOs, corporate attorneys, doctors,
and other very busy professionals is more hands on, and extremely effective. Maybe it is because
this is what I do...Maybe it is the way I take them into my confidence, by I have developed the
fine art of HELPING OTHERS, caring, and networking all into one easy sentemce that works about
100% of the time. "Do you Tweet? No? Well let me show you how..." That's it, I have a new
person in my network, I am planting seeds, I am teaching efficiency techniques, and I am
establishing myself as the expert all in a three word sentence. Feel free to take that
one to the bank, it works. Develop a conversation starter that works for you.
3. A unique direct marketing approach is Cross Marketing by Text and eMail. We have had
excellent results with eMail combined coincidentally with text optimizing results. Citing some
famous examples, the Obama/Oprah Rally was just one big sign up campaign, a cross marketing
bananza on steroids. The object of the event was not to be a staged, rehearsed political
rally, since not everyone could get in. But attendees testified to being asked no fewer
than five times in three hours to fill out a form with their eMail address and BEST TEXT
PHONE NUMBER and to authorize the parties to contact them in the future, which of course
Obama and Oprah did. Results were a yeild of 500% usable optin database from attendees
to sign up. Meaning people who did not attend signed up.
A corporate example of this technique was demonstrated by Alcoa.
In Regional Offices, where Text Message was sent the day of an appointment, and eMail the
day before, the Alcoa offices experienced 64% higher appointment "sit" and show rates.
Each Office generated over 250,000 dollars on increased revenue during the cross
marketing campaign. No additional time was spent to market to more clients or expand
the numbers, the increase in ratios came from what the Regional Offices were already
doing! Use Text and eMail in tandem increase ROI today.
4. Cross Marketing synergies exist in Social Media, and indeed, some marketers would argue
that Social Media is the bedrock, the essence and purest example of Cross Marketing.
Learning how these synergies interract is not so simple, and that is why Entrepreneurs
need to be familiar with the Big 3, Facebook, LinkedIn and Twitter personally before
implementing any Social Media Marketing Campaign, writing a Marketing Plan, or
implementing a Cross Marketing Strategy. A typical use of driving traffic using
social media would be to Tweet:Send YourClient toFacebookto Gettheir Free Video and
look for other cool Freebies. ( TinyURL )
5. The one thing any busy entrepeneur should do is register their business name
free on Facebook, LinkedIN and Twitter, before the competitor or copycats do that
very thing. Do not be annoyed if your first choice is not avaialbe, just get
registered, and soon your efforts will clearly prove the difference between
the original and copycat.
After becoming familiar with the Big Three, Facebook, LinkedIn, and Twitter, it
becomes evident there are many efficiency tools available. For instance, when
you Tweet, you can have the Tweets broadcast over your LinkedIn Network, and vice
versa. You can also use one to feed the other, many people use Twitter to reach
a huge audience, and invite them become friends on FaceBook. I personally do
not market that much on Facebook, but have clients who are more comfortable there,
and it is evident.
6. One particularly newer, popular idea is to Cross Market by creating Social
Media specific landing pages. This identifies the visitor with the larger brand, IE
when the end user visits from Twitter, they land on a page that has the Twitter Logo,
they imprint automatically with the larger identifier, and research has already
proven that there is a better overall end user experience. Click through and response
rates are higher when specific Landing Pages are created in cross marketing campaings,
even though the ultimate goal may be to encourage the end user toward one particular
social media site, along the way they identify with each site's brand.
7. Another particularly important cross marketing strategy that just makes good
sense is to implement "Text" only or "Plain Text" versions of your eMail or landing
pages that link the end user to mobile phone capable ready text versions. 38% of
us read our eMail by Mobile Phone, and about the same number of telephone subscribers
in the United States have web enabled phones. We lose by default to the competitor who
provides a simple, free cross marketing strategy, benefits the consumer, and make
the extra effort to cater to the mobile end users. Look for my other article here
on Even Carmicheal on how anyone can implement inexpensive mobile strategies.
Nobody wants to lose business by default. Establishing solid, effective,
efficient marketing strategies is indeed smart marketing during a recession. The
benefits do outweigh the costs. Generally there are step saving measures, high
ROI, good will, CRM and branding benefits from Cross Marketing which go beyond
what we can do individually or in person; and beyond the transaction itself.
Using Cross Marketing Strategies to build your Professional Network cross markets
the network members as well, driving a viral effect for those involved.
I have seen networks start, thrive for a time, fizzle out without efficiency standards,
and sour the Entrepeneur on building networks.Nothing can be more dangerous in
a recession. With reduced work loads, recievables down in many professions, and
no ready access to credit, consumers are wary of expensive trips to professionals
offices, let alone investments in risky "ideas".
In order to develop an army of daily, regular, consistent referral generating professionals, the Entrepreneur
must be ready to construct, implement and suceed at both Professional Networking
and Cross Marketing in order to achieve her/his goals.
The companion article about writing a Marketing Proposal (Plan) is available on this site.