This is a question I get a lot, both during the workshops I give on this subject and from clients during a coaching program. Because doing marketing continuously and in the right way is crucial for almost every business, whether you are just starting out or the company has been around for a long time. However, there are some differences of course depending on your industry, how many clients you already have, what you sell etc how to go about it. Here five top tips on how to get started:
Who is your customer?
Focus on your customer group. Who is your ideal customer, what location are they in, how big are they or how much do they have to spend etc. You can only spend your marketing time and money once, so focus! Of course, anyone can buy from you, but if you spend your marketing budget specifically on these people or business customers, you will earn it back the fastest.
Are you already expressing very clearly what you mean to them?
If you can’t say/write in short and concise terms who your business is, who your customers are, what you do for them and why they should buy from you now, how should they know? We are so inundated with advertising in all forms all day long, your customers should have a very clear picture of your product/service/business.
Where and how to promote
Instead of expressing your marketing message where you’ve always done it or what suits you, think about who your ideal customer is. Where do they get their information from? Only if this connects do you have the greatest chance of success. So if your clients are on Instagram and you are on LinkedIN, you have a problem. Or maybe you should just go old school with paper flyers or print on your (company) car.
The best marketing is your existing customer!
If you already have customers, they are the best source of additional revenue, at many companies this is not done. For example, for years I worked for a company that was mostly known for the service they once started with. By now they had 24 other services/products, so plugging this in with existing customers was the fastest way to make more sales. If you only have one service or product or your existing customers buy as many from you as possible, ask them for recommendations or names of people who might also be interested in what your company offers.
Make it SMART
Whatever marketing plan you create, make sure it is specific and measurable. An idea like “I’m going to do some networking” won’t get you anywhere. But, for example, “find out within 7 days what networking organizations there are in the area and what they cost” is one. And “visit at least one networking event every week this quarter within a 15 km radius” is also one. You can put both in your calendar in no time so that your fancy marketing plan doesn’t end up in a drawer. Because even more important than making the plan is executing it.
Good luck!
Lizanne Jakobs is founder of Brilliant Work, a business coaching and consulting firm with a team of experienced staff. She is a drs in Business Communication and award-winning business coach. Lizanne worked in (international) sales, marketing and management roles for many years before working as a business coach and consultant. Brilliant Work offers coaching, consulting and training to entrepreneurs and their employees. For ZZP & SME these programs are almost always subsidized.
