People are creatures of habit. They come to rely on you – or, at least, they rely on the information you provide that fills some need they have. If you have a blog or other form of communication, my advice is to be consistent in the timing of your message. If you post daily, post at the same time every day and don’t miss a day. (Personally, I prefer to have this type of information waiting for me in my inbox in the morning.) If you post weekly, monthly, or quarterly, make sure the information hits at the same time each time. You want your readers to depend on hearing from you – and, after all, aren’t you positioning yourself as a thought leader?
Offering your subscribers consistent communication helps with:
� Developing a sense of loyalty between you and your readers
� Interacting with your subscribers via postings and comments
� Increasing the overall interconnected nature of your community
� Ensuring your position as a go-to resource
� Learning more about their needs or interests
� Creating enthusiasm about your service offerings, and
� Keeping you out in front of your subscribers.
Here’s a personal and timely example of what can go wrong:
I have been a subscriber to a famous person’s e-newsletter. It is witty and covers pop culture through a particular lens. I always read it – or at least I always used to read it, until the communication stopped. When that happened, I figured maybe this individual had done away with it. Well, to my surprise, I recently started receiving communication again, almost every day. And, wouldn’t you know, the uptick in messages just happened to coincide with a new release of this person’s latest product. But because there was a lull and a gap, the news doesn’t impress me as newsworthy anymore – especially since it seems to me like pure self-promotion. Now, the e-mails arrive and remain unopened. I have moved on. Thousands of other e-mails, tweets, and postings have taken the place of the communication sent by this person. Don’t let this happen to your message. Stay consistent. Hold on tightly to your base.
Just as scrupulous chefs select only the best ingredients for their secret sauces, so, too, should the best organizations, marketers, and campaign managers be particular when it comes to developing their target lists. What you put in, impacts the final outcome.
Once you hone in on your target group, you can precisely identify their needs, speak their language, serve the group better, and penetrate into the audience further. This will help save time and money, too.
How specific can you get when it comes to identifying your potential clients? It depends on you. Keep filtering your list further. Use all the available tools within your reach, including:
– Assessing client and revenue stats within your firm. Who are the most profitable clients? Are new buyers exhibiting definite trends? Who are the largest revenue-generating clients? Do certain clients buy certain goods?
– Using your website’s analytics. What information is most highly read? From what practice area? Are there higher engaged groups of readers? What information is sought after, by whom, and for what reason?
– Taking advantage of social media search tools to uncover additional intelligence. Many social media sites have search functions. Use it to search for data relative to your target list. What titles do you want to pursue? Are there other individuals who maybe don’t have that particular title, but whose roles are very similar? How many people in a certain industry or business are engaged in that particular medium?
– Utilizing local, regional, and industry associations’ information to assess the numbers of participants, either in an area or in an industry. Does the association’s knowledge base present interesting facts about the target audience? Is this a source for rich data-mining?
Use the information gleaned from the research above to help delineate your marketing campaign’s audience. Once you’ve adjusted the list to include the most defined target group, everything in the campaign should align with that specific group – from design to language, and everything in between. If you offer rich content, you will increase your opportunity to engage with your audience. (This, however, is a subject for an upcoming blog entry.)
Finally, remember this: if you pick a different ingredient, in this case the target, you’ll get a different outcome – just like with any recipe. So, what’s in your sauce?
If you believe your current logo is already the best it can be, ask yourself the following questions:
-When was the last time you assessed your logo?
-Does it align with your clients, target audience, and organization values?
-Have you asked anyone else what they think about it?
-Can you read your logo in all mediums and formats?
-When was the last time you reviewed your logo with an expert?
-What has your gut told you about your corporate identity?
-Have you bothered to think about this oh-so-important symbol and name?
Time marches on and things change, including the way your clients and prospects regard the world and view your brand. If your logo is stuck in the past, if it was created with the only resources you could afford at the time, or if it seems a bit stale to you, chances are other people have thought the same thing for a long time. And that reflects on you and your business.
Your clients will not tell your look is out-of-date, but your prospects may dismiss you because of it, without even saying a word. People and companies want what is credible, something they can identify with or that fulfills their needs. I imagine your business has evolved, but have you neglected your logo? Bring the symbol of your business in from the cold. Assess it. Ask whether it is still relevant. Update it, if need be. Your most public id deserves some time in the sun.
Dare to dream big. Want more. Deliver more. Bring your clients to a new place. Offer customers what they never thought possible. Good should not be good enough. Seek to deliver the I-Never-Knew-This-Could-Exist-Like-This experience. Break through. The rest will follow.
Take everything higher – not only for the benefit of your client or company, but for the collective good. Dream of offering a new level of expertise, of service, of care. It is through dreaming that we are able to develop models that may take us there, or at least get us closer. Build around that vision. Set the bar high – high to the point that it scares you. And guess what? You will rise.
Where is your bar? Can you push it higher?
I am asked quite frequently to execute marketing projects. These are linked with unexpected growth or a need for an increased market presence. Often times, the client feels they do not need a full marketing plan at that time. I educate clients on the benefits of a strategic marketing plan, which include aligning efforts to corporate goals, consistency in timing, messaging, and branding, efficiency of resources (both time and money) and establishing a means for measuring success. The unexpected nature of the project alone highlights the lack of a plan. With a plan in place and monitored, the hot project probably would have been addressed earlier. Truly, projects are important components of marketing plans. That being said, standalone projects at times are necessary…special or the unexpected often can become, dare I say, the norm? This does not minimize the need for an overall marketing plan.
Most often, right after project completion, I am asked about X, Y, and Z. These are great next steps perhaps. After all, marketing is a constant and needs to continue. I am thrilled to assist. Let’s intergrate X, Y, and Z with everything else. What is that called again? Oh yes, a marketing plan. Do you have one?
How many times have you been a buyer, whether of professional services or something material, and thought to yourself that the sales person simply went through the motions. What does your presentation to a prospective client say about you? Ask yourself the following questions:
� Are you simply going through the motions in your prospect pursuits?
� Do you use the same old presentation, brochure, and language for everyone and everything?
� Do you send the same thank you message post meeting or not even bother?
� Do you follow up with prospects? How often? With what message?
As you ponder your answers, consider the following. Everyone wants to be wanted. Thank them for the opportunity. Tell them that their business would be very important to your company. Ask them to take the next step or what they prefer the next step to be. This will reassure your prospect and encourage the relationship and process. These statements put them in the driver seat and place you into a listening role. Listen up and follow up per what they respond or request.
To simplify the example, liken this to your private life. After all, even in the professional world it is about finding the right match. It is great when that special someone tells you that you matter. Why not communicate the same message with your business relationships? Stand out by expressing your interest. In a very competitive world where many services mimic each other and pricing is often very comparable, subtle refinements make the difference. Tell your prospect how much their confidence in you would mean to you and your organization. Ask for the business. This may make the winning difference.
You are your brand and so is your image. Your image helps introduce you,
and leaves a lasting impression of you. The head shot can enhance relationships
with clients, prospects, and centers of influence. It helps people become familiar
with you, sets a tone for your organization and level of service, and continues
to reiterate who you are and what you represent. Market yourself and
market yourself well with a professional headshot.
To obtain a free copy of our Rock Your Headshot whitepaper, please Contact us
Congratulations! Your prospect gives you the nod; you have a new client! Now, how do you respond? This is not the time to drop the marketing ball. Keep it rollin’, friends. Embrace this new client and make them feel like an All-Star. Send a welcome note. Make them feel special. Provide them with a memory point – a special gift perhaps. Plan the next steps and begin to execute them. Get to know the client even more. Cradle them.
Once, when I bought a car, I received a very nice letter. Then, a few days later, I received a lush travel blanket. That simple gesture was such a pleasant surprise! Was I happy with my decision? Absolutely. As I noted before, everyone wants to be wanted. The next thing everyone wants is for their decision to be reaffirmed. Reaffirm their decision with each of your new clients. Your prospect-turned-new-client is the All-Star of the moment; don’t miss this special opportunity. The example I noted above happened six years ago – and I’m still talking about it today. Obviously, your work will be the most important thing to focus on, but before the work starts, continue to warm the new client. Let their star – and yours – shine.
Have you ever prepared for a big presentation and there’s one concern that keeps gnawing away at you? You know that this issue, whatever it is, might be the one that breaks your opportunity to win. You fear that the owner or review committee will ask you about this Achilles’ heel of yours. What can you do? The solution is simple: Take the bull by the horns and talk about it. No, that was not a typo. Take a leap and be the one to bring the issue into the conversation. Take control over the subject and talk through it with your prospective client. By doing so, you’ll diminish the issue and you’ll take back the power. Control the conversation. Let the potential client ask you more about it, and provide a detailed answer that you’ve already thought about and prepared. Don’t just talk about it, though – satisfy them. Show them that you did your homework. Turn that lemon of an issue into lemonade. Make it a positive. Think about how that very concern can actually benefit them. What you have perceived as an albatross just may be one of your greatest strategic differentiators – the only trouble is, it disguised itself as a problem for far too long. Talk about your fears. March on with confidence. Own the room. Win your client.
On-point marketing is consistent, planned, and strategic. All points align. On-point marketing isn’t so blatant that it hits you over the head; rather, it leads the unaware to awareness and into the marketing and sales funnel with a level of sophistication and fluidity, expert knowledge, and care. On-point marketing doesn’t speak to everyone; it speaks to those who matter – and in ways they understand. On-point marketing doesn’t stop in busy times or in down economies. It considers new technology as well as old technology. It’s passion that can’t be bridled, but it is very much intentional. Let your passion flow. Is your marketing on-point?