There is an endless array of hype, half-truths, and misinformation when it comes to business marketing.
Everyone seems to have an opinion, yet very few have actual experience creating marketing campaigns that do what they’re supposed to do: make money!
It’s no wonder many small to medium business owners are confused and often end up doing nothing at all.
However ignoring marketing in your business is a recipe for disaster. Doing so will severely stunt the growth of your business.
Why Learning Marketing Is Smart For Every Business Owner
Here’s the deal: you need to master marketing if your business is going to grow rapidly.
Even if your hiring someone else to do your marketing for you, you still need to be able to recognize the difference between a good marketing strategy and a poor one so that you don’t waste your money on something that won’t work.
Don’t wait until your product is perfect or until “you have more time” or until the stars all line up for you. The time to get started on learning and doing marketing in your business is today!
Getting Started: How To Market Your Business The Right Way
OK before we dive into the nitty gritty, let’s consider the big picture so that we’re working from a reliable marketing blueprint or “map”.
First of all, you need to understand direct response marketing:
Next, you need a totally new way of thinking about your “marketing budget” (good news: you don’t need a big one):
And finally a there’s a huge mistake you need to avoid (hint: this is the number 1 mistake almost all small business owners make when they start marketing their business):
Choosing Your Target Market
Ok now that you’ve got some theory under your belt and understand the big picture, the next step is to choose a target market.
As counterintuitive as it may seem, it’s vital to ensure your marketing isn’t too broad. Here’s why:
Don’t get fooled into thinking that as long as you have a great product it will sell itself. That simply isn’t true! But the good news is there’s a cheap and easy way to ensure that your product or service will be a success:
Implement Lead Generation Marketing:
A lot of marketing advice focuses on fuzzy concepts like “branding” and “getting your name out there”. However, to get a measurable return on investment, you need lead generation marketing.
As basic as it may sound, the purpose of your marketing is to generate qualified leads. But how do you find and target only high probability prospects? Use “The Visible Target Technique” to sift, sort and screen:
Marketers who use traditional “interruption marketing” are seen by prospects as a pest. However lead generation marketing is all about prospects seeing and treating you as a welcome guest. Here’s the secret to making this vital transformation (your business success depends on it):
The problem with a lot of advertising is that it’s often vague and self-focused. Good lead generation advertising has a very clear call to action and focuses squarely on the prospect and the problem they’re having, rather than being focused on you:
Building Your Marketing Follow Up Machine:
Once you’ve captured qualified leads, the next step is to put them into your marketing machine and follow them up in a systematic manner.
Many businesses do “random acts of marketing”. On the other hand, smart business owners build marketing assets and infrastructure which they can use over and over again. Here’s how to build your own marketing infrastructure:
A good follow up system is all about building a relationship with your prospects and giving them value. If you position yourself as an expert and a voice of value, prospects will actually WANT to hear from you on a regular basis.
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