Wanting to make a million is great, but how do you go from startup to
seven-figure receivables? Successful business owners know that a combination of
careful planning, solid homework and strategic implementation drive sales.
Here's how you create a workable plan for your firm.
Research Your Target Market
Marketing is everything you do that facilitates sales. Done correctly, it gets
the word out to your target markets in tangible, consistent ways that produce
measurable results.
But before you invest a dime in marketing, you need to know who you are and be able to outline your distinguishing deliverables.
That means you have to research your top prospects and your
competitors. Whether you are selling B2B or B2C, ask yourself these questions:
- What demographic segment(s) will my product or service appeal to?
- What drives browsers to buy?
- What is my geographic footprint (local, regional, national or international)?
Once you've answered those questions, you are ready to develop a sensible
marketing plan to reach your target markets. Be advised: If marketing is not
your thing, ask people you trust for recommendations and hire someone who
produces marketing plans for a living.
Newbies and seasoned businesspeople alike get burned every year because they
wing it when it comes to marketing. They may have spent years putting together a
strong operational plan for their company. Operational planning is critical;
it's the engine. But to get the engine going, you need fuel. Marketing is the
gas.
Bare-Bones Marketing
A strong marketing plan should contain short-term and long-range goals, along
with strategic actions to take place within a year. Among the things to include:
- Developing a unique brand: This consists of a professionally designed
logo, and specific fonts, colors and language;
- Creating your marketing tool kit: This includes a website, brochure,
direct-mail piece, promotional items, e-newsletter and sales sheets. Once
again, hire a professional marketing copywriter for this;
- Doing PR: Send out relevant news and comment on trends to get your firm in the
news. Do this at least four times a year, submitting your releases to online
media as well as print, cable and regional or national TV, as appropriate.
- Conducting coordinated advertising campaigns: Use direct mail, train
station platform advertising, print advertising in newspapers or magazines
and online advertising (which may include Google Adwords).
Creative guerilla marketers seek out speaking opportunities in a variety of
local venues, as well as on radio and TV. In addition, they get the word out
about their firm by attending chamber of commerce events and trade expos.
More advanced marketers are maximizing other digital or web-based platforms,
including podcasting, online educational and/or client testimonial videos,
teleseminars, webinars and blogs. Marketers with a little more bling are
investing in radio and cable TV advertising.
Smart Planning Works
"Smart marketing plans include networking, cold calling, e-marketing, a
marketing-smart website [showcasing examples of your work] and promotional
materials," says Ilise Benun, a marketing advisor who specializes in helping
freelancers and creative professionals nationwide around the country, through
her firm
Marketing-Mentor.com.
According to Benun, the best way to market your firm is to get in front of
people--either through networking or cold calling. Through discussion you can
identify good prospects and weed out the ones who are not. From there, Benun
says, you shift your marketing into the next gear by staying in touch with the
stronger leads through e-mail newsletters.
In between the ongoing outreach of cold calling and networking, Benun advises
marketing your firm through the use of promotional materials (a brochure or some
other collateral piece) with a "thud factor"--that is, tangible stuff that lands
on someone's desk.
Peg Feodoroff, president, co-founder and spirited sister number one of Spirited-Sisters.com, a Massachusetts-based purveyor of designer hospital gowns,
says great PR is the marketing tool that landed her on Oprah. In fact,
this savvy new entrepreneur engaged several expert consultants to launch and
promote her firm. "Having these [experts] behind us gives us incredible
credibility," Feodoroff says.
Another element of her success is mining her many contacts. "You'd be amazed
at how many people know people," she says.
Make a strong marketing plan your top priority. A savvy marketing plan will
drive your business forward faster, without wasting time and money.