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* The minute a brochure comes off the press, it’s outdated.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
Top 10 Ways to Maximize Your Marketing Dollars - To learn more about this author, visit Nancy Michaels's Website.
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Nancy Michaels
(Visit Nancy's Website)
Is the author of five books on marketing
for small businesses, including Perfecting
Your Pitch, (Career Press 2005) Off The
Wall Marketing Ideas, (Adams Media 2000),
How To Be A Big Fish In Any Pond, Media
Madness, and A to Z to Visibility
Served as Small Business Editor at US
News & World Report, and the Small
Business Marketing Expert for Entrepreneur
Magazine. She is a regular contributor to
Franchise Update and has been featured in
The Wall Street Journal, Fortune Small
Business (FSB), Success Magazine, The New
York Post, Franchising Magazine, among
numerous other publications
Nancy also was the publicist for Matt
Lauer (currently co-host of the Today
show)
Nancy is the President of her marketing
company, Impression Impact, which she
launched in 1990 and Founder of the Grow
Your Business Network
In the spring of 2005, Nancy became very
ill and underwent a liver transplant due
to liver failure. She is the grateful
recipient of a donor liver. Find out how
you can become a donor at www.organdonor
.gov.
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