Thanks to Scott Nathan for providing some great marketing reminders during our education segment this morning. A recap is below…
Marketing 2012 Jump Start
Think of your marketing in weekly, monthly, quarterly and annual Terms.
Write a business plan which includes the following goals:
- Weekly – Contact 3 referral sources/clients for marketing purposes. Stay in touch. Let them know that you care. Try to get them to commit to a one on one meeting such as going to lunch or letting you stop by to chat with them.
- Monthly – Go out with several referral sources/clients. Remind them about your services/products and why your services and products are unique. Better service or product, quicker response time, superior results
- Quarterly – If you do not send out a monthly newsletter, do so at least quarterly. Plan one on one events such as taking clients out to a game, concert or new restaurant. Try inviting a referral source/client to a cooking class, wine tasting or car show.
- Yearly – Plan a big good-will event such as a holiday party or golf tournament to raise money for charity.
(Putting your business plan in writing helps you to stay on track.)
How to get started:
- Audit the work you did last year to identify your best clients and referral sources.
- Identify A, B, C and D clients and referral sources and allocate more marketing time with A and B clients and less with C and D clients.
- Obtain, in a casual way, birthday and anniversary information and send out cards.
- Listen to your referral sources/client’s needs and interests. Let them know that you are there to help them with their needs and interests.
- Ask your referral sources/clients to identify any frustrations they have with other service and goods providers. Ask them if they have any frustrations with your company and thank them for this information. Follow up by letting them know that you heard their concerns and you are committed to making your business the best. Show them that you have positively addressed their frustrations. Let them know that you really value what they had to say, and actions speak louder than words when it comes to this.
- Track your referral efforts and stick with the ones that work the best.
- Get an accountability partner to keep you on track.