Everyone is business knows that customers are the lifeblood of any business. In my opinion it is the most important thing that determines success more than anything else. If you can’t get new customers each month then you won’t build a successful business.
Simple.
The key to getting new customers each month lies in your marketing strategy. If you don’t have a solid marketing strategy outlined that details how you are going to get new customers each month then you are not going to build a successful business. You may already be in a position where you’re marketing but are not having the success you want from your efforts. This is an incredibly frustrating feeling.
However, you can create an effective marketing strategy easily and I will show you 3 key components for a marketing strategy that doesn’t suck and actually brings in more customers to your business.
Here we go.
No Differentiation
If you don’t actively differentiate your business then you will end up becoming a commodity in your marketplace. You need to find out what it is that separates your business from every other business in your marketplace. You need to give customers a REASON to pick you and then focus all of your branding around this differentiation.
When you do this you avoid becoming a commodity. If you don’t actively make yourself different then people will have no reason to pick you and you will end up becoming a commodity, which leads to numerous problems in itself. The easiest way to answer this question of differentiation is to ask yourself.
“Why should a customer pick me over every other business.”
Essentially, this is your USP and it’s a statement that positions you in the marketplace by answering that question. In my own field I am in a very competitive market so I focus my copywriting services on how I help businesses get more leads and sales by writing personality filled words rather than boring, dry copy.
This is an example only.
There are plenty of ways you can focus on how your business is different and then nail down on it.
You Chase Customers Rather Than Have Them Come To You
This is a big one I struggled with when I first started my own business and I’m sure it’s when many other business owners can relate to. Chasing customers almost seems like the default method for getting new customers but it’s really the worst strategy you can use. It’s very time-consuming and in many cases it doesn’t reap any rewards or very little reward from all of your efforts and time spent.
What really changed my approach was reading a book by Dan Kennedy called NO BS Sales Success. There was one chapter in it in particular that changed everything for me. He talks about positioning your business rather than prospecting so that customers come chasing you rather than the other way round. When you think about it, prospecting is such an archaic strategy for getting clients.
So instead of chasing customers what you should do is think about how you can actively position your business so that customers see you as the best option to help them solve their problems and then contact you.
There are a few key positioning strategies you can use:
- Direct mail
- Public speaking
- Classified ads
- Writing – guest posting or for print publications, magazines, newspaper columns, etc
- Webinars
- PPC ads
- Publicity
There are many ways you can do this but these are some of the most common and effective.
Rather than focus your marketing on prospecting strategies, focus them on positioning strategies to get more customers and you’ll start seeing a greater reward for your efforts. A great by-product of this is that you end up being able to charge more money for your services and in many cases, the positioning you have done will mean that there will be very little price resistance.
When someone contacts you then they demonstrate commitment and compliance. These are both powerful psychological forces that shouldn’t be underestimated.
Not Making The Most Of Your Time For Marketing
Once you actually create the marketing strategy you need to implement it and this is another area where people go wrong. Many business owners don’t think of themselves as business owners, they just want to do what it is they are exceptional at and that’s it. Not making marketing and advertising a PRIORITY is a seriously big mistake. One that will cost you big time in the long term. Bottom line, every single day you need to make time for marketing.
A little strategy I like to do is make the first 1-2 hours of my day solely for marketing activities before I do any client work. So it could be writing a guest post for an hour. It could be creating a Facebook PPC ad campaign. It could be carrying out some research for a direct mail campaign. Spending 30 minutes calling event organizers to see if you can speak at their event.
See what I mean?
If you don’t make the most of your time each day for marketing and make this area of your business a priority then you’ll never succeed in business. Marketing is the most important thing you need to be doing each day in your business. Each day you need to be actively doing something that aims to bring more customers to your business.
Make sure you track your marketing activities as well because then you can hold yourself accountable and also see what strategies are working more effectively than others.
Conclusion
Marketing is the most important aspect of running and building your own business in my opinion.
Your marketing strategy is what will get customers coming to you and if your marketing strategy currently sucks then you need to look at the 3 tips above and implement them in your own marketing ASAP. Without it, you’ll never get the customers you need to make your business thrive and provide yourself with the kind of lifestyle you envisaged when you started your own business.
As a quick recap these are the three things you need to look at if your current marketing strategy sucks:
1. Lack of differentiation
2. Not attracting customers
3. Not making marketing each day a priority
I hope that these three things I have mentioned will help you improve your overall marketing strategy.
