Many of our small-business clients approach us with a similar challenge: How to make the transition from small, one-time sales to larger clients with repeat business? Good news! A new year means a new marketing plan. January can be a great opportunity to revamp last year’s strategies, and a chance to redirect efforts toward new markets and more sustainable prospects. If you’re still unsure how to pave your way for 2013, here are four simple tips to get you started.
1. Define your strategy
A scattered approach to marketing results in wasted money and resources. Instead, target your audience. Take the time to define who your ideal customers are, where you can find them, and how you will engage them. While you’re at it, be sure to think about your marketing budget and how best to allocate your resources and turn those engagement strategies into sales.
2. Refine your marketing collateral
Smart content, coupled with creative design, can make a big difference in the kinds of customers you attract. Anyone can put together a quick website or brochure, but the key is to speak to potential clients in their own language, with an image that resonates. Before investing in any collateral, you should ask yourself: Will these tools help my business grow in the direction I want? Will this presentation help me attract sustainable customers? Does this material present a clear, unified image of my brand?
3. Follow the yellow brick road
Marketing is just as important as paying your bills, so make your plan a consistent priority. Don’t get distracted and treat your efforts as a reactive remedy only when business slows down. Not only does this yield poor results, but it also sends a conflicting message to your customers. Small business owners who handle their own marketing should dedicate at least 5-10 hours per week to the process.
4. Measure everything
Nobody knows your business like you do. However, ‘gut feeling’ is a risky measurement tool. Analytics programs make it easy to track marketing campaigns nowadays, so don’t waste time and money on activities that are not performing. Concentrate instead on those bringing the greatest ROI and customer engagement. Don’t be afraid to tweak as you go and make note of your progress.
Looking for more tips on your marketing strategy? Starting in January, we’ll be publishing one free white paper per month. Our first release, Demand Generation: Following the Sales Cycle from Lead to Conversion, will be available for download on January 30th at www.pulsemarketingagency.com.