When it comes to doing your marketing and getting new or repeat customers, you can make things easier on yourself by changing your thinking and approach from “prospecting” (going out and looking for customers) to “positioning” (setting things up so that customers are seeking you out for your products and services). Since you have an ongoing conversation with your audience, it isn’t hard to do this, but there are at least five things to keep in mind as you work on this:
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There’s a debate among some in the world of marketing as to how “pretty” a marketing piece or marketing campaign ought to be. On one side, there’s the idea that you want your marketing to reflect your company and therefore it ought to be polished and professional. There are others who would argue that the design of marketing materials should have less to do with how they look and more to do with how they perform. I happen to agree with both sides of this argument, and I’ll tell you why… Continue reading
The poor service I receive consistently is astounding to me. If it was only a few places, I’d just go somewhere else — somewhere that actually shows that they value their customers. But I can’t seem to get away from it. It’s everywhere. It’s become the norm. Good service (which ought to be the standard) has become the exception to the rule.
You’ve probably heard a little about the verbal sparring going on between President Obama and former Vice President Dick Cheney. One reporter has dubbed it the “Thrilla Near the Hilla” (a play on the famous Ali-Frazier bout). Cheney’s not been the most well-recieved or well-liked Vice President in history, that’s for sure. But there’s something to be learned from his approach to this showdown.
In the first intallment of this marketing series, I wrote about how important it is to create and maintain a conversation with your customers. I even gave you a couple ways to do it — specifically, via Twitter and direct mail. I suppose the next topic would WHAT to say to your audience — clients, potential clients, referral sources, other fans of you and your widgets.
An easy way to maintain top-of-mind-awareness with your customersis to remember important dates — birthdays, for instance. How many other widget makers are going to send them a birthday card? (Probably none.) It doesn’t take that much effort to do it, you just have to make a point to record their birthday and drop a card in the mail.
Another important date is an anniversary. Sure, you can send them something on their wedding anniversary, but that may be a little personal. I’m talking about remembering when they bought their first widget, or signed up as a customer. Again, it just takes a little record-keeping and making the effort to send something their way. Continue reading
I’ve heard from some folks who are concerned about their marketing messages having the desired impact during these rough economic times. Should you tip-toe around the fact that jobs are being cut all over the country? Should you ignore the economy in your marketing? Maybe you should cut your losses and just stop marketing for the time being.
I say NO to all three of these (as well as any number of other similar responses). When things are as bad as they are (or good, for that matter), you ought to come right out and address what’s going on. Your audience is dealing with the same things your dealing with, and ignoring it makes you seem out of touch. Continue reading