Part 1 of this blog discusses the potency and pitfalls of email marketing, client testimonials, print and word of mouth advertising, using video as part of your marketing plan, customer/prospect information and Internet marketing.
- Word of Mouth Advertising
One of the most effective methods of getting new business. Period. Certainly, it is a reward for consistently offering a quality product/service. However, I find that business owners who have experienced success with word of mouth advertising will use it as justification for not investing in other forms of marketing (i.e., their website). They mistakenly believe that word of mouth can solely sustain their annual revenue growth year after year. And it doesn’t.
- Internet Marketing
MUST be part of your overall marketing plan. Remember, thousands of people source vendors FIRST through the Internet BEFORE they contact you. They want to learn:
- What products/services your company offers
- Content you may have written that will help educate them about your problem-solving capabilities. (i.e., blogs, videos)
- What your social media channels look like
- Background of your management team
So, how does your website stack up against your competition?
- Using Video as Part of Your Online Marketing Plan
Remember, visitors to your website want to see. They want to see your product or service, and how it solves their problems. They want to see photos of you and your team. They’re forming an opinion of doing business with someone they can trust. Remember, people are busy and sometimes, lazy. Appeal to the masses who would rather click onto a video and watch, than read a blog.
YouTube has billions of users. So creating a YouTube channel of your videos should be included in your marketing plan.
- Client Testimonials
According to you, Mr. Business Owner, your company is the best, is committed to quality, etc. But setting aside the sales pitch, what establishes and maintains credibility, and makes prospects take notice is what your clients say about your company. Client testimonials are one of the least utilized, but most potent marketing methods available.
For example, we are considering using a new vendor for our business, and as part of our due diligence, we interviewed one of the vendor’s customers face-to-face. His information, which served as validation of the vendor’s claims, was pivotal in convincing us to move forward with this company.
- Print Advertising
Don’t like it and don’t use it for three main reasons:
- It’s generally expensive to advertise in publications, newsletters, etc.
- It’s a hit or miss proposition. If the reader doesn’t view the page in which your ad appears, your company remains invisible to that reader.
- Print advertising requires that your company SHARE their advertising/marketing message with other companies, sometimes, even with our competition. I want you, the prospect, to see our company’s message with no other clutter or competition (i.e., receive our company’s latest content by email).
- Email Marketing
It works and is cost effective. Two main considerations here:
- You need to find the balance of emailing prospects or clients too often or not often enough. If you start noticing too many unsubscribes coming through, then it may be because your list is receiving too many emails.
- Call to Action. You need to determine what your call to action is. What do you want them to do? (i.e., engage them in a blog conversation? Download an ebook?, etc.) You need to ensure that the information you are sending them is of value and helps solve a problem they may be having now, or could have in the future.
- Customer/ Prospect Information
This is where your gold is stored. Where and how you access this information Is a CRITICAL, CRITICAL aspect of your marketing program. Although data entry is a tedious process, you need to have complete customer information and prospects IN ONE PLACE; that is, an excel spreadsheet, or Customer Relationship Management (CRM) software. Ensure it is electronically backed up, so if a catastrophe were to happen and your computer system went down, your data would not be affected.
About The Author
Glenn Melvin is a sales & marketing professional with 20+ years experience, and looking for new opportunities to help companies grow. If you have any projects you need help with, he can be contacted at firstname.lastname@example.org; 561-308-3093.