Posts Tagged marketing action plan

The Web Marketing Connection

Image courtesy of Sommai from freedigitalphotos.net

Image courtesy of Sommai from freedigitalphotos.net

In the hustle and bustle of running a business it can be easy to be confused and concerned about the things that matter. You’re trying to run the business, your mind full of daily details, it’s easy to miss out on what should or could be happening in the business.

Not everyone is good at all areas of the business, many are technically adept at the ‘doing’ side of the business, others more marketing or management focussed. So when things happen you need to know about to grow your business you can soon be overwhelmed. Let’s take marketing for instance.

In the ‘good old days’ marketing was a somewhat simpler affair, sales reps would drop in and sell you everything from T.V. space to to print advertising and sign writing, to name a few. These days there seems to be a more to it.

The technology revolution means people are now hassled via email and directly by organisations saying they can get their website on the first page of google, others say your website needs updating, oh and  how is that email campaign going… The list of questions, technical details and so on is seemingly endless.

Also know that some of these people can provide you with a solution that may not work, it may look alright to you but in the back end functionality details can be missed and performance may not be all you want it to be.

Like anything in business there are times when you have to trust your gut instinct about the people you are dealing with and the way you want to do business. Knowing if the technology solution is right for you can be a minefield but also know that with some research and effective questioning you can find more answers without being too bogged down with ‘techno babble’ here are a few points to consider…

The sales rep says…

  • We can get you on the first page of google – Any body can get on the first page if they google their own business name, ask them to show you examples of sites they have done which have achieved this ranking with appropriate key words. Now call that business and ask them what they thought of the web company in question
  • We can give you an email campaign that works for just $x per month – That’s good any examples of that? Do you have a red hot copy writer that will work directly with me to create sales letter type emails that will suit my prospects?
  • We can link with your social media – Yep so can I, generally it’s a no brainer to add in a link to your site
  • We make it so you can add in new info to your site – Great but is there a catch? Do you train me how to do that? Any others you have done that for? There are free options on the web for creating websites that you can add information to, photo’s videos, text etc so you should have full control of the content on your site.
  • We look after you – That’s great, but can I still have the access details for the hosting, the domain name registration etc so IF I change my mind I can take my web details elsewhere? Some will baulk at this, wanting you to be a customer for life. Others will give you all the details you need to be in control
  • It won’t cost much – For now… What about ongoing monthly fees and what do you get for that ongoing fee? Support? If you are on a tight budget you probably want to think twice about any ongoing fees and charges

There’s a start, I guess it’s all about due diligence in the end, just watch out for the technical details where the sales rep will want to confuse you with foot work, dazzle you with charm and deliver a knockout punch you may regret in the long run.

Here are some other web based marketing articles you might like to check out Content marketing Social media for business Using face book for business

Regards

http://stevegray.biz

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Making the Marketing Difference

You are up to your elbows in marketing challenges, pressures from all sides are making your job NOT what you want, a lot of hassle. How do you find time to get out of the pressure cooker and search for solutions to give you breathing space?

Image courtesy of Image Majestic http://www.freedigitalphotos.net/

Image courtesy of Image Majestic http://www.freedigitalphotos.net/

Chances are if you have the time to read this, that’s probably about as good as things will get! So let’s jump in and see if we can provide some fast answers to your marketing department challenges.

Marketing relief options…

  • Get support – There are a whole host of “marketing supply” organisations all wanting to take your cash and supply you with goodies, but use the ones who can take the pressure off. The good ones do this by doing at least SOME of the thinking and organizing for you as well as supplying great products, the great ones will show you how to use the products as well… Try calling your friendly branding expert and see if they can do it for  you.
  • 1 hassle or five+? – If you look after marketing for a single organisation there is probably less hassle, however if you are looking after multiple organisations (in the case of a franchise group), then you might have a whole range of conflicting forces pushing and pulling. Find ways to keep these forces off your back, perhaps by educating the end users on how to fully use the marketing devices provided to full effect.
  • Think, not do… – It’s easy to say it but sometimes hard to do it! Perhaps it’s outsourcing the “practical side of things” and even some of the thinking, so you can plan better what’s coming up next. A friendly Branding Expert should be able to assist you with this and not just be a provider of products.
  • Plan – Yes the thinking part means you can be more strategic in your approach so planning has to be next. Figure out if you have to get more new customers, keep existing ones interested or support an organisation you are sponsoring. Then build your calendar of marketing options from there.
  • Keep your people informed – if you are a one person marketing dept or a 100 strong team, your wider network of staff in the organisation will probably need to know about how to handle the promotions and various processes you will put in place so use your intranet, email and or training sessions, to give them information and get feedback on what’s taking place, often great ideas can come from some very unlikely sources.

Now you are back on track, see what’s out there to make your job easier and less hassle.

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Don’t do it! – How not to be part of a trade show

A recent trade show, lots of activity and displays for all sorts of interesting suppliers, generally a good time was had, however one thing which struck me was the appalling use of mobile phones by those who’s stalls were not doing a brisk trade.

There were staff sitting and standing about texting or chatting on their phones, some CLEARLY bored out of their brains.

Dear Boss… Tell them not to do it please!

I was embarrassed for them and I was a spectator.

If you take a stall at a trade show, you are on show, the business is on show… Therefore make sure you do the right thing and present professionally and do it well.

Firstly, these people may have had no idea what to do when they got to the show, they may have been told to “Turn up and chat to people.”

Secondly, if you feel you must text or email people use a lap top or an i pad so you look like you are doing business, or don’t do it at all.

I fully appreciate it can be a hard task to be at a trade show and be attentive all day long, it really is a draining experience.

May I suggest.

These people need to have something to do,

  • Set the situation up so they have appointments with people before the event, book some prospects to drop in and see what’s going on.
  • Make it clear about the things they can and can not do while on the stand texting for more than 30 secs is a no no!
  • Ensure you use a friendly branding expert to have creative ways to work with the people walking by the stand. It may be a giveaway you actively hand to the people, get the chance to chat to them and find out more, qualify them to see if they are a fit to what you have on offer, if they are then get their details and reward them with a better handout, this time with solid “remember us” branding on it.
  • Perhaps involve the people in a survey.
  • Consider other novel approaches to create interest. A juggler, a celebrity… make it so the people walking by want to stop, engage them, qualify and go form there.
  • Just because a person is not a prospect now, does not mean they can’t change if they move companies or start a different business later on.

Simply put, having people just sitting or standing about mindlessly not engaged in “working the crowd” are a liability, not an asset. perceptions and image are often paramount to ensuring your business puts it’s best foot forward.

Oh and to finish, “To the man who was so rude as to ignore myself and my friend by looking straight past us once he had figured out we were of no use to him, think again. The scan tag telling you my line of business is only one of my business activities so you gave me a BAD impression of your business, so the very important question I wanted to ask you will wait for the next celebrity speaking bureau chief I meet.”

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Creative marketing for 2011, will your business win this year?

Its a tough time to be in business, GFC might be over to a degree, but buyers are holding back on spending, the following ideas are sure to get your friendly branding expert chatting and I am sure you will find ways to connect better with existing customers and excite new ones in the process.

Content creation on your website etc is one thing, but getting your target to see it is another. here are a few ways to explore a few pieces of the puzzle and develop a few answers. If nothing else this should be a spring board for your people to come up with some new options, share those in the comments!

  • Build digital communities people want to go to and stay at…. Give them reasons to stay, a gift, a prize and offer, an alliance, a chance to get tokens to build towards a bigger gift. along the way, they get your message.
  • Word Of Mouth as a way to get people to check out your social media information, blogs etc… so make a  you tube video of some people telling each other about your service. Imagine an office where two people are filmed by an apparently “sneaky camera” they talk about some of the benefits of using your biz, they say the biz name poorly at first (so you can’t quite hear it) then it gets clearer over time. have an anonymous you tube acct so it’s not your biz acct, then as they walk off the camera sneaks up and your biz card features on a desk..
  • Hand out your branded gear in an area where you are more likely to get to the sorts of companies which might use your services. Chat to your friendly branding expert for ideas and options.
  • Link a series of approaches together, your linked in group, with your face book page, with your blog, with your website, with your email’s and links on faxes out and adverts with QR codes to a starting point on your website.
  • Have fun doing suitable “stunts” and get media attention which features your website, a “mob event” for example try a creative dance group for some ideas.
  • Provide a suitable enticement via a promotion to get people to head over to your blog and sign up… If they are your target market then great! if not just give them the thing and move on… its a number game.
  • Create a PDF of value to your target market, they can only get after signing up to your blog. advertise it on  your facebook page and linked in group, while twittering about it a few times.
  • Create self qualifying adverts, “When you want what we have go here…” then lead them to your website and give them a reward for doing so.
  • Fortune cookies with a pr code in it to link to a specific page on your website.
  • Create a you tube video with your website featured in it, make it interesting, like have a home movie, or show  a calm and beautiful scene of rolling waves make it short and to the point, heck make a bunch of them, then send links to them via your email list, of course the videos have your website details across the bottom.
  • Load your autoresponder email outs with great tips, hints, ideas and links to your various resources. keep adding to it with brilliant information so they want to stay subscribed.
  • Develop strategic digital partnerships with others who can link to your target market, this way you can get more leverage and be seen as a go to person for resources and ideas.
  • Repetition, repetition,REPETITION!, some things just don’t change! Your adverts need to be seen by people multiple times to be effective… So will it be a branded product, a link to your site, PR codes (more linking…) emails to your targets or all of them! yep do the lot, one of them will be the one which connects!

More ideas you want to share? Use the comments section in the  header for this post to let us know..

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Do you do this with your marketing?

I’ve seen it done a lot, I’ve seen it done really well and I’ve seen it work exceptionally even in a down market.

I call it Marketing overlap, there is probably a fancy name for it in market speak but for now that covers it.

Many businesses rely on just a few forms of marketing and can measure the results of those, however what most fail to do is overlap the marketing so that as one method of marketing runs out of stem the next one kicks in.

An example of this is when you have a range of great products, and this month you have a special on one of them, the next month another special with a  different item and so on. By focusing on one product special then another people can get excited about coming to check out what you have on offer, often to get the special, but guess what they do, they often buy more than just the special.

If your business is expanding and offering new products you can launch them as the “special” then as you move to the next special the first one has nearly run its course, and so the overlap effect occurs.

This method generally ups your average dollar sale, keeps people interested in what you have to offer and if you can couple it with a range of marketing devices you will probably see great results. Want to develop a plan of action, then try chatting to your friendly branding expert to see what you can do to make it work.

So on, get out your marketing plan and cram a few extra marketing devices into the mix and overlap each campaign to keep the punters interested, if you don’t, your competition just might and take your customers out from under you. Chances are you may not notice until it’s too late.

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Creating Your Own Marketing Action Plan

A marketing action plan is the most vital part of the planning process in your business. It details what strategies you will use, when you will do them, and what you hope to achieve. Setting goals and a timeframe is also crucial. Below are 5 tips to help you create your marketing action plan.

1)      What are you really selling? You need to work out what your benefits are, rather than your features. For example, if you are selling natural baby products, then your feature may be ‘all natural products’. But what does this mean for me? It means that I won’t have a chemical baby or bubs will be less prone to health risks etc.

2)      Define your own uniqueness. What is your USP? And try not to use cop out’s like ‘top service’ or ‘money back guarantee’. Find something that is unique about you and your business, that no-one else can replicate. Then use it. Use it all over your website, your emails, any interaction you have with your clients and prospective clients.

3)      So who might your target market be? Take some time to really think about this. Following on from the baby example above, you may think that your target market is mothers. And in a way, it is. But if you delve deeper into this, and ‘segment’ your market further, you will find that your marketing can be much more targeted. For example, if your products are priced at the higher end of the market, then you need mothers with a certain amount of disposable income. You won’t want to be attracting the bargain hunters, and this means you can cross out coupons as a method of marketing.

4)      Which strategy is for you? This is where many people fail to do some real research. The average business owner believes that the best way to market their business is via advertising. Wrong. Advertising may work for some businesses, but not for others. So how do you know which strategies work best for you?

Think about your target market. Your ideal customer. How are they feeling? What emotions do they go through before purchasing your product? Appeal to these emotions. Put yourself in their shoes and ask yourself how would they go about purchasing my product. For example, many products needs to be felt and touched before purchasing. Use strategies that incorporate this emotion.

5)      Track and report on how all strategies are doing. Always track your marketing. Ensure you keep an eye on it and take out what isn’t working, and increase those strategies that are working.

 

By now, you will be noticing that creating your own action plan takes time and effort to get it right. If you are unsure of what strategies will work best for your business, contact Emma at Diva Promotions and apply for your very own, personalised marketing action plan – http://www.divapromotions.com.au/actionplan or get your free list building guide – http://www.divapromotions.com.au

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