Business Marketing Strategy

The term business marketing strategy might sound like it is esoteric or stratospheric, so let's take the mystery out of it so you can devise and implement your own business marketing strategy that fits in to your small business plan.

Strategy comes from a Greek word "stratagein" meaning "to be a general". Think of a strategy as an overall plan of action needed to win a war. The smaller, detailed actions are called tactics. You can have tactical plans which help you achieve your strategic marketing plan or overall business marketing strategy. That's simple enough, isn't it?

A business marketing strategy or strategic marketing plan is an overall plan of marketing actions you intend to take in order to accomplish a specific goal for your company.

Start with a goal: $2 million in sales this year; expand into new premises by a certain date; double the size of the company in 2 years? whatever the goal may be. Something realistic but challenging. That's the "war" you want to win. Guess who the general is.

Then work out a simple, overall plan of the major marketing steps needed to accomplish that (for example):

1. Publish a newsletter for all existing customers and mail out quarterly.

2. Work out 4 special offers in the year and promote them to all our customers.

3. Set up on-line shopping and expand the web site.

4. Direct mail campaign promoting the web site to all customers.

5. Get mailing lists of (target markets) and do a series of 3 mailings of postcards to them and follow up on and close all leads.

6. Etc.

You get the idea. Don't rush this. Do your homework. What worked in the past? Read up on successful marketing campaigns. Your business marketing strategy needs to be laid out in the right sequence and you should have some idea of budget when you write it. "Run a series of 30 second TV ads during the Superbowl" might sound like a good thing to do but can you afford it? On the other hand, when you build your business marketing strategy you mustn't try and cut corners. If you don't promote heavily, it doesn't matter how good your product or service is, no one will know about it and you will go broke. What really works when it comes to marketing?

Many business owners don't have a good enough answer to this important question. I learned by a combination of study and trial and error.

From my own hard won experienceI have discovered that a real marketing campaign will take into consideration at least the seven points which are outlined below:

1. Target Your Market

Your marketing will produce the best results for the lowest cost when you target prospects with the greatest need for what you offer.

Identify the best people to send your postcards to. Design your postcards to appeal to their greatest need.

If you are able to break down your target market into sub markets you can then write postcards that specifically speak to the needs of those people (an example is breaking down your own customer list into customers who buy most often, customers who spend the most money with you, customers who have been your customers the longest and then making them special offers based on the category they fit into).

2. Create A USP For Your Business

USP stands for "Unique Selling Proposition".

It is a statement of what is different about your company and its products. Your USP gives the reason people should do business with you. It amplifies the benefit of doing business with you and your company. My USP is POSTCARD MARKETING EXPERTS.

Create your own USP and put it on all your promotional materials, invoices, shipping labels etc.

Use your USP to communicate the benefit of doing business with you and why you are better than any of your competitors.

3. Always Make an Offer

Make sure you ask your prospects and customers to do something when they receive your postcard. By offering them something you know they are likely to want and giving them a smooth path to respond on, you are making it easy and desirable for them to respond.

4. Create and Maintain a Database of The Customer Information You Collect From The Responses To Your Mailings

Most people who receive a postcard from you won't contact you the first time they receive one.

But once they contact you, you must create and maintain a database which allows you to repeatedly contact them with offers to respond to.

Fifty percent or more of many businesses' sales come as a result of following up with people who were previously contacted, but didn't buy right away.

No kidding, repeat contact does drive sales. One-time mailings can get response, but are bound to leave sales on the table. Those sales can be picked up with repeated mailings.

5. Take Away the Fear of Loss

People don't want to be fooled, plain and simple. Unfortunately trust does not run high today between customers and businesses in general. People have been disappointed too many times by being sold one thing and getting another.

A guarantee or warranty is a good way to reduce or eliminate the customers' risk of getting something other than what they bargained for.

Guarantees and warranties increase response and sales by reducing customer risk.

6. Expand Your Product Line

Getting new customers is more expensive than selling to existing ones. By regularly developing new products and services to sell to your customers and offering these new products and services to them, you can expand your business efficiently and easily.

7. Test Your Postcard Promotions

Track the effectiveness of your postcard mailings. How many people responded to your mailing? What dollar amount of sales resulted from those responses?

Is the money you are spending to attract new business giving you a good return? What can you do to make your marketing more effective? Change your offer, headline, price, the timing of your offer. When you do track the results and improve your response.

These are the points to follow when designing your own marketing strategy. When you are done, you will have laid out the steps needed to accomplish your goal using existing resources to achieve a great marketing ROI (return on investment).

After that, you simply have to get those steps executed and that might require further planning but it is all in the context of your main business marketing strategy.

Joy Gendusa founded PostcardMania in 1998; her only assets a computer and a phone. In 2004 the company did close to $9 million in sales and employs over 60 persons. She attributes her explosive growth to her ability to choose incredible staff and her innate marketing savvy. Now she's sharing her marketing secrets with others. For more free marketing advice, visit her website at http://www.postcardmania.com

In The News:


pen paper and inkwell


cat break through


Gift Cards - Is It Time to Use Them for My Business?

You're probably thinking, here we go again somebody is trying... Read More

Sowing and Growing Your Network

The N-word! We all know the value of networking and... Read More

Where to Find New Customers Using B2B Direct Mail

The challenge in business-to-business direct mail is knowing where to... Read More

Getting Your Services Used

Every day I talk with professional service providers who do... Read More

How to Booste Your Profit Quickly

There are so many competitions by running business. So you... Read More

10 Tips to Grow Your Business Plain & Simple

"Try not to become a man of success but rather... Read More

Celebrity Product Placement: A Primer

With more and more companies wanting to integrate their products... Read More

How To Sell To Howard Stern... Oprah Winfrey... And Paul McCartney!

Do you know what Howard Stern... Oprah Winfrey... and Paul... Read More

SMS for the Estate Agent - Targeted Marketing Tool, or Legal Minefield?

Imagine having at your disposal a means to immediately inform... Read More

Postcard Mania

Will postcards be an advantage for you?The latest craze these... Read More

Read Your Markets Mind - 3 Great Market Research Resources

Starting a new online business, developing a new product, launching... Read More

Competitive Research and Google

It all started out with an email message: "I am... Read More

Guide to a Profitable Marketing Mix

You may have heard the term Marketing Mix used in... Read More

The 5 Minute Marketing Plan

If I were to ask you right now, what marketing... Read More

Why Doubling Your Fees Can Increase Business: How Pricing Affects Buyers Decision Making Process

Want to know the simple way to get all the... Read More

Small Business Pricing Strategies

Think the best way to get more customers is to... Read More

What the Heck is a Campaign and Why Do I Need to Do One?

Many people ask me, "What is a postcard campaign, exactly?"... Read More

How to Turn a Marketing Calendar into Marketing Success!

Do you have a list of marketing ideas that you'd... Read More

Three Simple Keys Will Make Your Customers Stick

Do you spend a lot of time and energy courting... Read More

Your 30 Second Commercial

This tip is so simple, that many people we've talked... Read More

What Does Your Business Card Say About You? - Making A Great First Impression!

Interesting article in USA Today that I read this week... Read More

Marketing Success Defined

How do you personally define success? High income? Substantial net... Read More

Think Creatively While Reinventing Your Marketing and Selling -- Its For Your Survival!

We live in a world that for many has become... Read More

Creative Marketing: Just Your Style

You've enlisted some of the traditional marketing methods to sell... Read More

Optimizing Your Email Marketing

Email CampaignsEmail marketing can be a tremendously valuable tool for... Read More

Attracting New Business on a Shoestring Budget

In a recent marketing workshop I attended, I discovered that... Read More

What The Heck Is An Eponym, And What Does It Mean For Your Brand?

Today I've decided to share with you a new word... Read More

The REAL Key To Successfully Marketing Any Product!

The REAL key to successful marketing of any product is... Read More

Common Exhibit Marketing Mistakes: Ten Tips on How to Avoid Them

The key to great exhibiting is marketing. But marketing is... Read More

What You MUST Understand About Your Web Numbers

Two years ago, when I first started selling online, I... Read More

6 Things I Know About Postcards That You Don?t

In my plethora of experience tucked away between these ears,... Read More

Perceived Value Is In The Eye Of The Beholder

Q: My partner and I are having a hard time... Read More

Marketing For Profit - 6 Critical Traits

Develop These Six Critical Marketing Traits...And Success Will Surely Follow.If... Read More