The first of the year is a time for some small business
owners to start with new marketing madness initiatives. In some cases these
have been well thought out, but more often than not these actions are disjointed
and not aligned to any well thought out and written strategic plan less alone a
goal driven marketing plan.
Probably more than in any other aspect of business does the
Captain Wing It behavior takes over when it comes to marketing. Actions are sprayed
all over the place with prayers that something will stick.
This marketing madness has small business owners,
entrepreneurs to even sales professionals resembling the Mad Hatter from Alice in Wonderland
running from this business to business networking event scattering business
cards looking for some quick ways to increase sales.
First, there is nothing quick about marketing. To think buying this advertisement or writing
one blog article is going to generate increase sales is just plain foolish. Sales
research suggests that most sales (80-90%) are made between the fourth and 12th
contact while 90% of all sales people stop after the third contact.
Second, marketing today is a little different than even in
2000. Today’s small businesses must and I
emphasize “must” have an integrated marketing, goal driven action plan that
unites inbound marketing actions with outbound ones. With the explosion of
social media, interactive website sites and referrals, inbound activity has
reduced the cost of sales leads, yet people still buy from people and those
personal interactions are also required.
Third, having a united and emotionally compelling message is
also a must in any marketing plan. If what worked last year is still working,
then continue to use that message. However, if your marketing message is not
delivering you results, then maybe it is time to refresh and revitalize what
you are saying to your potential customers.
Fourth, written goals are required in these traditional
outbound areas:
- Internet – Website
- Networking including tradeshows
- Direct Mail
- Paid Advertising including sponsorships
- Promotional Items including business cards
- Professional Development
Social media has expanded the Internet to include these
areas:
- Blog
- You Tube
- Other such as micro-blogs or Social Media websites such as Pinterest
Fifth is measurement.
If you cannot measure the results from your marketing actions both
inbound and outbound, you cannot manage it.
This potentially creates wasted resources and lacks overall
sustainability. Measurement also extends into your sales plan and customer
loyalty plans found within your strategic plan. Knowing how many calls will
generate a sale to knowing the acquisition cost of each new client as well as
maintaining existing clients are all part of measurement.
By creating an integrated marketing goal driven action plan
that looks to including some if not all of those areas as noted above, will
increase sales for you in 2013. So if you are engaged in the roles of “Captain
Wing It,” considered casting off that costume and embrace the role of “Captain
Focus It.”: You just may be surprised by the results.
About the Author
Leanne Hoagland-Smith is an author, speaker and the Chief
Results Officer for ADVANCED
SYSTEMS a 15 year young executive coaching and organizational development
consulting practice. What makes Leanne’s approach unique is she looks for her
clients to have crystal clear clarity because she brings strategies and ideas;
processes and tools; and connections allowing her to just be valuable to her
clients. She can be reached at 219.759.5601 Chicago
CST or visit her website
to learn more about her current webinars.
