Bringing Your Marketing A-game

Photo courtesy of: http://bit.ly/hebp18

It doesn't really matter what type of business you're in; if you're not attracting a desirable customer following, your business will suffer. Its important to remember that customers have more choices than ever and are smarter than ever when it comes to choosing with whom to do business. E-tailing is a driving force behind customer engagement and the accessibility of the Internet has been a game changer which some business managers still have not properly embraced. The Journal of Retailing published a study in March of 2011 which concluded that off-line revenues are being driven by on-line engagement. Customers are doing more research on companies and being smarter about money and where to spend it.
Marketing is how we get clients; they don't fall from the sky. A successful marketing campaign can keep a business relevant for years and help build the brand. However, as we are so dependent on marketing, why do so many business owners devote so little resources to the process? How do you reach that ideal customer? How much is each loyal customer worth to you? There are a few things to consider when tackling the issue of marketing. Let's look at a couple:

1. You're not just attracting one customer, you're building a community of followers with the potential to grow your business beyond your imagined market. How best to serve globally is the best place to start with a marketing campaign.
2. Be helpful to the client you haven't met yet. Clients have access to ridiculous amounts of data on-line. Initially the best way you can serve the client not-yet obtained is by making your information clear, straight-forward, and designed in a way that is both inviting and informative. That is to say, make your web presence a beautiful one which answers the critical questions your clients will have.
3. Don't be afraid to fail; embrace it. Ask for customer feedback on social media outlets. How else will you make improvements and ensure your clients are getting what they want? 
4. See who else lives in your neighborhood. That means checking out your competition. You shouldn't be content to sit behind a desk and hope the phone will ring. Get out, attend a few workshops, visit competitors, form valuable partnerships. This is a learning environment. We learn everyday from our successes and our failures. We can also learn from the successes and failures of our competitors.
5. Have an actual plan. I'm often shocked by the number of clients who when asked admit they have no marketing plan. The number one question I get from my clients is, how to we get new clients? I always answer the same, "you've got to start with a plan!"
6. Last, realize that every interaction is a marketing opportunity. Have a twenty second commercial in mind when meeting with clients, answering the phone, engaging on-line, and networking in the community. 

If you'd like to learn more about how to successfully market for a changing environment, join me at MayHAC's Annual Provider Upgrade Luncheon: March 8, 2012 in Baltimore Maryland. My special guest, marketing master, Monyka Berrocosa of MyCity4her.com will be giving pointers on how increase your A-game and get the best out of your marketing plan. For more information visit http://mayhacluncheon.eventbrite.com .  

One month in: Are you working your 2012 strategic plan?

As the economy continues its pivot towards improving, business owners should be assessing and re-assessing goals set for 2012. Why do this now? Because its early enough where you can tweak your plan. You do have a strategic plan, don't you? My business provides services to other businesses. Based on projections, I drafted a very ambitious strategic plan. To encourage myself, I publicly lay claim to my goals. I'm happy to report, we exceeded plan by 1.22%. Now comes the time to re-assess. Owners should be asking the following questions:

1. Were expectations too high/low
2. Is this a fluke?
3. Should we increase/decrease projections?
4. Is our success/failure in line with national numbers? 

photo courtesy of Posterize via freedigitalphotos.net

What if I didn't draft a strategic plan?

No strategic plan? Well first of all, a wag of the finger. You need a strategic plan. You'll never arrive anywhere unless you plan to go somewhere. Success doesn't just happen. As I've stressed on many an occasion, there is a formula for understanding the true value of your business and from that, you can develop a plan to drive success. If you need help developing a plan, ask your consultant. You did get around to hiring that consultant, right? Consultants can help you plan and understand how numbers work.
Last, don't be discouraged if your don't meet or beat your initial projections. Again, it's still early in the year. This is your adjustment period. Look at all factors to include the job market, the general state of like-businesses in the area, and your activities. Now go back to working that plan!

If you find that you need a consultant to help you with a strategic plan or equation, My firm, MayHAC does perform the service. Please don't hesitate to reach out: Shereese@mayhac.com or phone 443-470-3630