Identify your target market – B to B or B to C? Who can use your services? Who can use your product?
Understand your customer and their needs
Whether it is Advertising, Facebook, Twitter, Instagram, Linkedin, Website, Blog, Podcast, video or newsletter, think carefully about the words you use. Once they are out there you can’t take them back.
Educational Articles—Content marketing turns readers into educated consumers
Organize your message first – like an outline – be the reader – avoid long sentences and paragraphs. Begin with the main point, then descending order of points. Be clear, concise, cordial, conversational, correct, and compelling.
Be authentic & honest
Don’t use buzz words – don’t make claims you can’t support, i.e. “best” or “cheapest” or “only”
Avoid too many exclamation points!
Headline is critical – consider using a question rather than a statement. It’s more powerful—gets the brain thinking about a response. Your brain is fixated on solving problems
Don’t make logo bigger. Not relevant to prospects
Don’t mention your competitors—don’t say anything negative about them and don’t bring attention to them.
Tell a story, use a testimonial, use photos or graphics
Get the reader/listener to take action
Create value for your prospect/customer – make it relevant to them Identify the most commonly asked questions about your product Position yourself as the local expert in your field or specialty Pre-Qualifies prospective clients, customers or patients
You won’t lose business by sharing information, be a resource Include a photo of yourself & something about your qualifications
WHAT IS MARKETING? EVERYTHING!
Your website, Advertising – Print/Digital, Social Media, Videos, Podcasts, Newsletter, Direct Mail, Networking, TV, Radio, Blogs
EFFECTIVE MARKETING PLAN:
Don’t be too ambitious – but do something.!
Diversify the medium – print, direct mail, e-newsletters, video, TV, radio, website, social media, podcast, blog. Deliver key messages through a variety of media. With a more diverse campaign you are likely to increase your reach & your number of impressions. Use one media to direct your customer to another.
Find out how your target market uses media & when – home, work, car?
Set marketing goals: S – specific / M – measurable / A – attainable / R – realistic / T – time bound [SMART]
You must be committed. Commit the money & leave it alone. Plant the seeds that will grow later. You must be consistent. The marketing message must be constantly reinforced.
You must be confident. Most marketing plans take at least 60 – 90 days to produce even minimum results. Be patient, your efforts will pay off in the long run.
The world is littered with brands that fell from grace because they couldn’t stay relevant and embrace change!
Don’t be that brand. Take action. Do something, even if it doesn’t work at first, do something. If it still doesn’t work, try something different. Don’t just wait for business to come to you. Create a message that is strong, relevant, consistent, and flexible to change when necessary—like during COVID-19!
