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Top 10 Ways to Maximize Your Marketing Dollars

Written by: Nancy Michaels

Article Overview: Top 10 Ways to Maximize Your Marketing Dollars

Top 10 Ways to Maximize Your Marketing Dollars

1. Invest in a Memorable Image that Compliments Your Messag

* Hire a graphic designer to create a standout logo

* Your logo should convey on paper who you are

* Use your logo on all marketing materials



2. Identify Your Ideal Client Profile and Niche Market

* Offer something no one else has and target your business to a few select

markets

* Decide on your focus and who you want your customers to be

* Create the perception that your market simply cannot live without you and

what you have to offer



3. Create Your Major Selling Advantage and Marketing Message

* Identify your ideal customer

* Know your talents, strengths and differences as compared to your

competition

* Articulate your quintessential qualities--key words and phrases that

describe you, your strengths and the results you bring to your clients



4. Identify Networking Opportunities that will Catapult Your Exposure to your Target

Market

* Join industry associations and Business Networking International (BNI)

* Join associations where your clients are likely to be

* Become actively involved in these associations by joining the board or a

committee



5. Become a Recognized Expert Among Your Target Market

* Speak in public

* Get published

* Put the media on your e-zine list, take an editor out to lunch, and position

yourself as a resource



6. Create Win-Win Situations in Your Community

* Cross-Promote with non-competing area businesses

* Contribute time, money and products/services to a worthy cause

* Align yourself with programs you genuinely believe in that are natural

matches for your business, and be willing to commit for at least a year



7. Create a System to Communicate with Clients and Prospects throughout the Year

* Maintain a database

* Rule of 4: Contact your clients and prospects at least four times a year

* 80/20 Rule: Focus 80 percent of your marketing communications efforts

on the 20 percent of your clients who give you the most business



8. Generate Ongoing Referrals by Launching an Endorsement Campaign

* Take the testimonial one giant step forward—an endorsement goes

directly from a satisfied client to a prospect

* Draft a list of prospects and ask a client who has sung your praises in the

past if he or she would be willing to send a letter on your behalf

* Follow up with two letters, two weeks apart



9. Design a Promotional Kit—No More Brochure

* The minute a brochure comes off the press, it’s outdated. Promotional kits

can be updated and customized easily.

* Use a two-pocket folder with your logo printed on it and include materials

printed on high-quality paper

* Include your biography, a company backgrounder, a press release, a list

of services, client testimonials, a list of references with phone numbers, a professional

photograph, reprints of articles you have written or been featured in, your company

newsletter, and a question and answer interview



10. Use the Internet to Grow Your Business

* Make your website easy to navigate. Include rich content, incentives, your

contact information, and details on your products or services

* Send out periodic e-zines and email blasts (Resource: Constant Contact).

Provide easy-to-swallow, rich content and your open rate will be significant

* Take advantage of your email signature for marketing products/services

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Article Tags: business networking, client profile, compliments, e zine, graphic designer, industry associations, key words, marketing materials, memorable image, messag, networking opportunities, niche market, perception, phrases, prospects, standout, talents, target market, time money, worthy cause



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