Chances are, if your marketing needs fixing, it will take time to overhaul it. I’m usually not a believer in quick fixes of any sort. But there are a few ways that you can quickly and easily fix your marketing if you’ve made some of the most common mistakes. Many of us filter out marketing messages several times a day simply because we don’t feel it applies to us, we’re not ready to buy or we aren’t convinced of the value. It’s important to review your marketing efforts on a continual basis to make certain you’re getting maximum results.
A popular rule of thumb, the Pareto Principle suggests that you’ll get 80% of your results from 20% of your effort. So why not explore the basic areas where most folks get tripped up in their marketing?
If you’re primarily using the web to market your business, there are a several important things you must do to ensure your marketing is effective. Let’s look at 6 quick and easy fixes you can make if your marketing needs a tune up.
1. Always use a call to action. A call to action means you are encouraging your audience to respond in a certain manner. If you don’t ask them to do something, more than likely they won’t. So just ask.
If you don’t have a call to action on your website or on your marketing materials, you’re making a huge and very common mistake.
Quick Fix Tip #1: Review your website. Do you have a call-to-action on all of your key pages?
2. Be clear about what you do. A confused mind never buys. If people are confused about what you do or how you can help them, they will not buy from you. Whether someone lands on your website or meets you in person, they should be very clear about the products and services you provide and what problem you fix.
Quick Fix Tip #2: Review your about page and your elevator pitch. Do you clearly and concisely describe what you do, what you sell and the result or benefit it offers?
3. Highlight the benefit in your headline. Many times, people write headlines that are catchy, quirky or cute. However, if you are going to show people how to earn more money or save precious time, that should be in your headline.
Quick Fix Tip #3: Review your offers, revise them to tell people the biggest advantages and benefits they will receive as a result of doing business with you.
4. Seed Your prospects who aren’t ready to buy. You must determine if you are spending too much time marketing to people who are interested rather than ready. There is a difference. I may drive by my favorite restaurant but if I’m not hungry, chances are, I’m not going in.
If you’re using content marketing to build an audience, you may be attracting customers who have an interest or craving for your offerings but aren’t hungry yet. (Tweet it)
Add an auto-responder to your email marketing. This way everyone who signs up for your list gets “drip” or “seed” marketing messages so that you stay in touch with them and continue to peak their interest until they are ready to take action. Think of it as planting seeds that will hopefully produce a harvest at some point. The more complex the product/service is and the longer the sales cycle is the more time you need to nurture and water those leads.
Quick Fix Tip #4: Review your lead generation system, does it need an overhaul? How can you stay in touch with prospects who are interested but not ready?
5. Maximize your current customer base. There’s a book called Leading on the Edge of Chaos which provides practical questions and steps to follow for implementation of enterprise resource planning. This book addresses the fact that it is five times more expensive to secure new customers than it is to retain and up sell existing customers.
Your existing customers can help you more than new customers. If your customers are happy with your products and services, they can add to your revenue in a few different ways. Existing customers, can buy something else, refer others they know as well as share your website, content, blog posts and emails with others. The biggest benefit of loyal existing customers is having an unpaid sales force, people who have become brand ambassadors for your business.
Quick Fix Tip #5: Think of ways you can show appreciation to the customers you already have. Simple gestures like thank you cards, free e-books or surveys with the chance to win cools prizes will go a long way.
6. Be smart about social media. It’s easy to think social media is the end all be all. However, don’t make the mistake of putting all of your eggs in one basket. You may wind up spending so much time on social media that all you have is on-line friends rather than new customers. You must first get clear on your social media objectives. Do you want to drive traffic to your website, grow your email database or increase sales? Your social media posts should be in line with what your main objectives are. Figure out what social media platforms best reach your target audience and best assist you in accomplishing your goals. Don’t waste time on social media without a strategy or action plan.
Quick Fix Tip #6. Develop a social media strategy. Have clear, consistent and reasonable objectives. Limit the amount of time you spend on social media.
As stated earlier, sometimes fixing things takes time. However, if you focus on one or two areas at a time, you will not get overwhelmed and of course you will be more productive.
Your Assignment: pick one area per day or per week based upon the amount of time you allocate for marketing your business and tackle one area at a time. The easiest way to climb a mountain is one step at a time. Don’t attempt to tackle too much. Create an action plan for what you can commit to getting done in the next 30 to 90 days. Sooner or later, your marketing will be fine tuned and completely fixed. Only then will you begin seeing better results and increased profits.
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This article is written by Lori A. Manns. Want to use this article for your website, blog or newsletter? No problem. Here’s what you must include: Lori A. Manns, CEO of Quality Media Consultant Group your marketing and sales success mentor, and founder of Marketing For Trailblazers™ & ABC’s of Successful Sponsorship Sales System;™ that shows you how to get more sponsors and sales for your business, guaranteed. To purchase consulting services on marketing, advertising or sales and, learn how to increase your revenue and grow your business; please visit www.qualitymediaconsultants.com.