Marketing Strategy - Getting the Marketing Groove

Wouldn't it be great to have a year where your marketing efforts were streamlined and got the results you were after? None of us want to struggle with marketing, and yet this is the one topic that continues to be highest in the minds of small business professionals.

Let's really consider some of the reasons that can sabotage our marketing efforts, and how we can turn that around.

Lack of a marketing mindset

We don't see ourselves as in the marketing game. The truth is, if you are out there running a business, thinking like a marketer has to become your priority. It's no use having a great service if nobody knows about it, or you.

Lack of knowledge is your enemy. Start by reading whatever you can. Speak to successful people in your field and ask them what strategies they use. The information you need is out there for you to take.

Lack of investment

For many small business owners, the focus on cost control prohibits them from ever investing enough money into marketing and promotion. These activities are seen as costs rather than as an investment. So this year I encourage you to reframe your attitude towards marketing. Once you know what marketing activity to do, and have confidence that it will bring results, spend the money enthusiastically.

Lack of focus

Perhaps you do spend time and money on marketing, but you aren't happy with the results. Or your efforts are ad-hoc rather than carefully planned. Whatever it is, 2005 is the year to take charge. If what you are doing isn't working ? stop doing it! Ask a professional for help (not your friends or associates!). Or put yourself in your customers shoes and work out what's going to attract them to your business. If an ad-hoc approach is the problem, take the time to complete the marketing plan in the 'How to?' section and become ruthlessly systematic this year.

Lack of over-riding marketing strategy

Marketing activity and tactics are all well and good but it is like driving a rudderless ship if there is no grander plan. Part of creating a marketing strategy is to clearly understand exactly where you are right now, and where you want to be. Your goal may be to have sales of $1,$5 or $50 million. Or you may want to revolutionise your industry. Or you may want your company to be acquired within 5 years. What matters most is that you have a clear, precise vision of where you are, where you want to be in 1year, and where you want to be in 5 years.

Not surrounding ourselves with the right people

All of the great books on success advocate spending time with people who are already successful at what you want to do. Why? By surrounding yourself with people several steps ahead of you, you can absorb the attitudes and values that made them successful, as well as picking up new strategies and ideas. So If you are hanging out with people who also lack a marketing mindset then it's time to think about expanding your professional network to include those who are already down the track to success.

Marketing is more of an art than a science. Often times you learn by systematically trying different activities and approaches. The experts don't always have all the answers . . . and this is exactly why you need to give plenty of personal attention to make sure your marketing is working as hard as it possibly can. If you want to get serious about success in business, then understanding marketing is an ongoing priority.

Here's a quick list of 10 ideas to get you into the marketing groove:

1. Commit to reading one new marketing book per month

2. Start learning about how to market online

3. Make a list of people whose businesses inspire you, and carefully study their marketing techniques. How many of these are you using?

4. Make a list of successful people in your industry and check out their marketing strategy. Why not offer to take one of them out for coffee to learn more about how they got where they are (what's the worst that could happen?)

5. Revise your marketing budget. Look at your previous investment in marketing, and ask yourself if this is the amount a truly successful business would be spending

6. Review all of last year's marketing activities. Work out which ones brought new business in the door, or were successful in some other way (building credibility for example). If you can't quantify how successful the outcome was, stop spending the money!

7. Implement an ongoing 'keep in touch' program with existing customers

8. Ask 10 or more of your most loyal customers for a referral

9. Stop doing those marketing activities that you know don't work, but you do them anyway

10. Market research - ask 20 of your customers what value you provide to them. Use what they say in your own marketing materials

Megan Tough - published writer, coach, facilitator and speaker - works with people to create outstandingly satisfying and truly successful professional lives. Make more money - have more fun! To learn more and to sign up for more FREE tips and articles like these, visit http://www.megantough.com

---

Are You Playing Checkers or Chess?

When you think about how to attract more clients for... Read More

Marketing as a Spiritual Practice II: Unearthing Your Potential

Marketing as we know it is over. Done. Finito.People the... Read More

4 Steps to Successful Offline Event Booths

A great way to gain more local sales is to... Read More

If You Do No Other Preparation

Far too often we see small businesses rush into doing... Read More

Getting Into Marketing Momentum ... The Accelerated Way

GETTING INTO MARKETING MOMENTUM: The 5 Power Principles for Getting... Read More

Marketing Strategy 101: 10 Marketing Strategies I Learnt From My Oral Surgeon

This is how the conversation went on my follow-up visit... Read More

Will Googles Gmail spell trouble for Email Marketing.

We wait with baited breath for the anticipated launch of... Read More

How to Save Thousands on Your Marketing

Marketing can be expensive. It doesn't have to be, but... Read More

What Our CAT Taught Me About Marketing!

Toby is one of our two family pets (both cats).... Read More

Learn How to Market Your eBusiness in Real Time: Dissect, Study, Emulate

Everything you will ever need to know about internet marketing... Read More

Newsletters are Marketing Machines!

Is your business publishing a print or e-newsletter? An informative... Read More

Five Most Common Mistaken Beliefs About Joint Venture Marketing

Apart from being the fastest, easiest, and most profitable strategy... Read More

Want To Be A Stronger Marketer? Work Your Marketing Muscles!

You want to be more flexible? You have to stretch... Read More

Don?t Put All Of Your Eggs Into One Basket

I vaguely remember a particular story from my childhood. It... Read More

Standards for Dry Washing and Pressure Washing in Mobile Car Care

The industry standard for mobile washing is completing the car... Read More

Copy SoapNet and Make Money

Whether you want to admit it or not, soap operas... Read More

Contrarian Marketing at Benettons

Perhaps, with apologies to Dale Carnegie, we should call this... Read More

Small Business Marketing; Abstract Philosophical Discussion

Our bodies work like our small businesses. They work best... Read More

Marketing with Special Reports. 5 Ways to Develop Content Your Prospects Cant Wait to Read

So you've decided to start publishing an e-newsletter, or you'd... Read More

Take the Test: Do Your Marketing Materials Really Grab Attention?

Today's constant bombardment of marketing messages means your materials must... Read More

More Scams! Do you Really Believe It?

Quit spreading those chain letters, nothing is going to happen... Read More

5 Ways to Give Your Web Site a Big-Company Look and Feel

We all DO judge a book by its cover, and... Read More

21 Must-Have Web Site Elements

Your Web site should be the cornerstone of your client... Read More

Catalogs are Selling Machines

If you've got a mailbox, you're no doubt aware of... Read More

What Does Marketing Mean?

You can have the best little business ever with wonderful... Read More

Good Marketing Pays for Itself

Most companies ask themselves this question: "How much will this... Read More

Five Tips to Make Your Marketing More Creative

Same old same old just doesn't sell anymore. To... Read More

A Seven Letter Word That Helped a 3 Month Marketing Newbie to Online Success

Who would have thought that a three month newbie and... Read More

Quick and Instant Marketing Soup

Everything happens Quickly and Instantly on the Internet. In the... Read More

Laws of Marketing ? The 10 Immutable

Most marketers believe that anything is achievable if you are... Read More

Reasons Why People Usually Dont Buy Again

There are many psychological reasons why people will buy from... Read More

5 Great Ways to Reach Your Target Market

There are many ways to reach out and find the... Read More

No One Gives A Damn About Your Business. Unless You Give em A Reason To

The good news is that there are thousands of people... Read More