Here’s what I call the customer circle of success that can help you navigate the choppy waters of marketing.
Marketing is very subjective. What works one day or on one prospect or customer, may not be your Holy Grail of marketing on the next day. If you listen closely to your customers, they can help you succeed.
Here are a few thoughts, budget friendly, to help you get the ball rolling.
What is important in small business marketing is consistency. A logo and brand image is important, so make sure they instantly say something about you and your company.
Who is a good customer? What makes them a good customer? Build a customer profile to target. It may not be right the first time, but listen, test, and tweak your profile.
Relevancy in your marketing messages is important. A potential customer can care less about your business. It’s what you can do for them. What do you offer that benefits them and if a business, their organization? Knowing this makes your messages more relevant and less of a chance to fall on deaf ears.
One and done makes a good basketball tournament, but not a marketing strategy. Use the all-encompassing 80/20 rule. 80% of your target market doesn’t care about your company. Of the 20% who show some compassion, 10% may listen to what you have to say. 10% of that may ask for a price or a proposal for you to bid on.
No matter how you look at the numbers, your takeaway is to remain in touch with the 20% who just may at some moment make a purchase.
That takes us back to consistency. Always stop, look and listen to your customers and prospects. When you take the time to listen, you learn a lot, so make any marketing changes and don’t fear “assumptions.” They can surprise you.
Being there when the need for your product or service is finally realized, is good marketing. It might just be the best circle you can put your arms around.
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