“I didn’t even know your business existed” To any business hearing those words should make you shudder.
Of course you’ll never hear your customer say them, or on the occasion that you do, its only after the job has been done or part completed.
As the saying goes ‘you can’t win em all’ but are you winning enough? Is your business being considered enough?
If orders and leads are coming in faster than you can process them, if you’re burning the midnight oil at the kitchen table long after the family has gone to bed. If you’re able to cherry pick and choose only the jobs that best fit your business. Then yes you are being considered plenty.
If that’s not the case, then why aren’t you being considered? Do you even know? But more to the point what are you doing about it?
Proactive or Reactive Marketing…
Reactive marketing has you scrabbling around, looking, seeking out the next new media in which to advertise. Choosing media first, sold by the next media rep that happens to walk through the door, with little regard to whether your message or the market are a right match for your business.
The order books may even start to fill, usually with whatever comes in, jobs bought on price. Anything just to get the machine rolling again. For a time you are considered. But then once the business is busy again. The marketing stops.
Proactive marketing is a system created to consistently and predictably bring in leads and clients that fit your business type. It can be altered, tweaked and tested to continually bring a stream of leads, you can define your ideal customer and craft a message to speak directly to them. Proactive marketing never stops, but keeps on delivering content and value to your prospective customer, make sure to ask the king kong digital marketing company for more information on this topic.
Of course you could opt for doing nothing, blame it on the economy, wait for the phone to ring, word of mouth always worked in the past right, you’re doing your best. Really?
This newsletter is and will continue to be part of our own proactive marketing strategy, as well as, I hope, a source of helpful ideas and strategies which you can use in your own business. And yes it’s printed onto real paper, sent through the post using royal mail and will be delivered to your post box, not your inbox, at our expense, every month.
Maybe this is something you could use to promote your business?
The humble newsletter, the original stalwart of communication. But the cost I hear you ask, why not send it by email?
Well we are also sending you a copy via email, maybe you’ll get a copy, but your over zealous spam filter may have other idea’s. Maybe you’ll read it on screen and give it the undivided attention you’re giving this printed version. Maybe not.
No, in an age when everyone has moved online and “social media” is the new marketing buzz word, printed media, so recently cast out, is more powerful than ever.
So here you have it, our newsletter. I sincerely hope you have enjoyed reading so far and enjoy the rest of it and maybe even consider us should you need any help marketing your business.
“We know parts of our advertising is working,
we just don’t know which parts”.
Making your advertising accountable and why its not straight forward as you might think
Understanding the Marketing paper trail
Trying to figure out which of your marketing activities is working and which isn’t is a minefield which has puzzled businesses for years.
In an ideal world we would only put our money into the advertising that we categorically 100% know IS delivering results.
And, if I had to give one piece of advice that would be it.
But it’s a little more complex than that.
Ideally your marketing should be the sum of all parts and deliver a positive return on investment, SEO Company can get your website in front of more ready-to-buy customers faster and with less effort.
(A positive ROI).
You see marketing follows a bit of a paper trail and more often the “that’s what worked” factor
is built in to the last thing that happened.
Ask the question “how did you hear about us”
Answer “I looked at your website” Ok that’s great, you know your website is converting visitors into calling customers.
But this is the end of the marketing paper trail. Not the beginning.
What you really need to know now is where it started.
How did they hear about your website?
Was it from a search engine? if it was – What key word did they type in.
Did they type in your company name and if so how did they hear about your company. Companies like this social media management get’s in charge of getting your business out there with social media.
Was it from a leaflet you gave someone or was it from a magazine article where they read about you and wanted to know more so they searched for you online.
If it was a leaflet, which leaflet, how did they get it
If was from a magazine, which magazine, which issue, which ad, which article and then how did they get to know about the magazine.
Sometime when you ask your customers the questions, the answers you get won’t lead you to a logical conclusion.
At a recent exhibition we promoted we asked attendees to fill in a little box at the bottom, which asks where they heard about the exhibition.
Here are the options…
How did you hear about the exhibition today? Please tick one of the following
· Search Engine
· Road side banners
· Posters leaflets
Funny thing is at least 1 in every 10 exhibitors ticked Radio and we know CATAGORICALLY that the exhibition hasn’t been advertised on the radio.
Search engine is ticked and when asked further (and we did by the way) we find that they really found out about the exhibition from an email or from the banner outside the hotel and wanted to know more…so they search for it on the internet
The last thing they did was “search on the internet” and they ticked Search engine. Remember it’s important to set expectations about the goals and projects your business has.
So you see, it’s one thing to ask your customer “how did you hear about us” but it’s another thing to keep asking and really dig out the truth and you’ll find it is the sum total of everything in your marketing mix that makes the difference.
I remember one person at the exhibition saying – a friend told me about the exhibition after she had seen a poster about the exhibition, so I looked on the website and booked a ticket”
Who gets the credit for that one?
A simple way to get more traffic to your website… Make sure your website address is on all your promotional material, on every email/letter you send out and on your social networking pages.
1 – There’s no sales funnel
• One of the biggest mistakes web designers do when creating a web site, is focus on the look of a site without giving thought to what they want a visitor to do.
• If you want customers to take a certain action, you need to create a sales funnel intended to guide them where you want them to go.
• Creating a clear conversion path not only helps customers feel more comfortable on your site, it also gives you clear data to track so that you can see where people are abandoning, where they’re engaging, etc. The more data you have to act on, the better you can design your site to attract new customers.
2 – There’s no sign of life
• Visitors to your site can be very discriminating.
• They’re going to check your copyright date to see if it lists 2012 or 2006. They’re going to look for old statistics or other signs you haven’t taken the time to update your content. They’re going to check your company blog to see how often it’s updated, if you reply to comments, if people are talking back, etc.
• Your site should be dynamic; visitors need to feel as though they will get an answer to their problem if it isn’t apparent on the site.
• Before your customers get there, take a look around yourself. Would you hang out with you?
3 – It’s all about you
• Customers don’t head to your site to hear how awesome you are.
• They’re there because they have a problem they need you to fix, a question they need you to answer, an itch they need to scratch.
• Your website should be designed to help them quickly achieve whatever it is they came for. Read this article to know how to do that.
• Too many references to “I” too much sales talk instead of helpful information, and too much of you not addressing their fears/wants/desires will turn people away from your brand, not on to it.
• Your customers don’t care about you how big your company is or how many employees you have –they care about how you can help them.
4 – People can’t find your site
• If you’re finding that customers aren’t interacting with your website at all, there are a few questions you need to ask yourself.
• Is your site search engine friendly, has it been submitted to the search engines.
• Are you advertising your site, anywhere?
• Is your domain name related to your company or your product?
• Simply having a website built and hosted online does will not guarantee a flood of interested
• Sometimes before you can see more traffic, you have to break through the obstacles preventing you from seeing any. Web 20 SEO provides a quick and easy way to earn backlinks, to get increased online exposure and more site traffic. GMB optimization services allow page optimization, promotions, and data-tailored decisions to ensure that results are delivered and goals are met.
5 – Visitors never come back…
• Continue the relationship with them after they have left your site
• If you find that you are getting plenty of traffic to your site but no-one calls or sends in an enquiry.
• Firstly see the four reasons above.
• More often than not, people leave a site to either search for something similar, price check etc..
• They leave because they didn’t find the answer they were looking for.. Or their dinner is ready.
• You can maintain a relationship with your customers long after they have left by offering something of real value for them to download or access in exchange for their contact details.
Then you can continue the relationship.
One of my friends is a salesman through and through. He pounds the phones day after day cold calling businesses, trying to make appointments, get past secretaries, and gatekeeper to speak to the main man. He has some good days, but mainly they are bad.
Even when he does get the appointment he so desperately seeks, he’s still walks into the appointment on the back foot, his potential customer is still giving him a sideways glance and my friend has to spend half the meeting simply convincing the client that he’s trustworthy enough to even do the job, before he even gets onto the product he’s trying to sell.
Look – If cold calling really, actually works for you, then I suppose you should do
more of it.
Adverts that win awards rarely generate sales. And adverts that sell rarely win awards
But most of the time, the phone calls aren’t really working that well in the first place.
And doing more of what already isn’t working is just dumb. Plus, unsolicited phone calls just annoy people.
If you’re doing this right now, if this is you’re only marketing strategy, then chances are you’re wasting thousands.
Advertising is a crucial ingredient, yet it actually works against most companies.
But when it works in your favour, amazing things can happen.
All advertising MUST do one of two things:
1) Generate Sales or
2) Generate Sales Leads.
And do so in a measurable, quantifiable way.
If you do either of those things, you’ll have no problem ‘getting your name out there’
and you’ll also make money in the process.
But if you simply attempt to get your name out there, it’s very likely that you won’t generate sales OR sales leads.
Adverts that win awards rarely generate sales. And adverts that sell rarely win awards.
People don’t expect nearly enough from their advertising, and they don’t hold it accountable for results. So they waste thousands mainly because they don’t know any other way.
Then they start pounding their sales people for orders on the 26th of every month.
Most companies also try to make their advertising do too much. Let me explain.
When you’re generating sales leads, you must remember that all you’re really trying to do is get people to raise their hands and identify themselves as someone who has a problem – and tell you who they are.
Anything beyond that dilutes the effectiveness of your ad.
So don’t make the mistake of telling them too much. The purpose of pure lead generation advertising is NOT for you to tell them all about yourself – not in the first step anyway.
The purpose is for them to tell you who they are.
When you do this correctly, it’s simple, elegant, and outrageously effective. And most importantly, nobody feels like you’re chasing them.
One last thing:
Everything you say in advertising must be very, very specific, including what you do , who you do it for and what you want your prospect to do.
If you’re busy being all things to all people then you’re probably not going to sell anything to anybody.
You must define a niche for your-self that’s reasonably unique, what can you offer your prospect of significant value to them which will help them take that first step.
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