6 points to Marketing today

Small Businesses usually don’t have million dollar advertising budgets, and even if you did, you might want to invest more in defining your strategy before throwing money at different tactics.

In my years of advertising and operating a small business and not so small business, I have dealt with Million dollar budgets and practically no budgets. One of the biggest mistakes I see, is when a business will market a large event, which may be productive that weekend or at that moment, but only to see their advertising dollars disappear along with their company for a period of time. No ads, no mention, no awareness and no profits. The next time an event comes up, the cost per lead goes even higher to get maybe, maybe, the same results. The difference? It will cost more to accomplish less. It is a medium to long term failure of a concept.

Good marketing advice would be to avoid trying to time the marketing event of the week. Many people and organizations market around events, product launches, seasons, and many other  single occurrences.  But my advice to you is to do a little marketing each day. And if you do that, your single events and your marketing will be a much greater success.

Marketing needs to emphasize client relationships based on trust and knowledge.  This approach is not necessarily unique, but it’s never been more vital than today.  So here’s a few simple steps that I would advise you to try:

1. Think long term: Clients receiving a constant barrage of information that is seldom useful and generally of little value will in fact, become tuned out and seldom even notice most marketing information presented with. So stay away from the flashiest ads or the biggest displays and instead go for consistency on a regular basis. Send a message. Educate.

2. Review your marketing plan: In theory, we all work from a plan, don’t we?  However, in reality, emotions still play a big role in marketing. During times like this, it is even more important to stay away from the marketing idea of the week. Lay out your plan on a calender  and  be prepared to track the results. At the end of that period, review your plan, review your results and make the next calender period. Thats a good start and a good middle that will lead to a better result.

3. Use the present volatility to your advantage: Recession, downturns  naturally make us all nervous, but if you have been complaining the past few years about competition, now is the time for you to shine. In a recession people will take less risk and take longer to make a decision. They may make better overall decisions as a result.  Consider this, you may be better off and find more market share, even though sales are down. If you have been or are being smart with your frequency, focused on the right target market, used the calender and sending the right message you will be ahead of the competitors.

4. Stay focused on your goals: Never forget what your organizations vision is and stay focused. Look at how you are generating zero cost leads, your referral system, repeat business and programs in place to position yourself i front of new customers. If you don’t have a pre-planned referral system or conversion system, you need to immediately.

5.Talk with your customers:  Your customer base is the single most important item you must address. You must emphasize these relationships through out your organization daily.  Unless your company was under-performing already the answers are probably not out-of-the-box.  You must become fully involved in making your clients successful.  You need to take the timing to listen to understand their needs and to clarify how your company can help.  Constant feedback is imperative for you to provide the exceptional service that you need to demonstrate.

6. Seek professional advice: You may need other tools that you personally don’t have in your bag. Avoid making direct hires and adding staff.  The opportunity is there to seek out very experienced individuals to help you reach your objectives. It’s during these times that you need to know that there is someone you can rely  on and who can help you through these times.

Marketing is your livelihood.  There’s never been a time like the present to put a solid marketing plan in place. Taking advantage in a downturn will reap tremendous benefits in the future with employees, profits and having your business serve your life.