How To Get More Clients – Part 2

how to get more customers

Last week, I shared a podcast with you discussing how to get more customers.

This podcast was excerpted from a web broadcast recorded with Frank Thomas of the Small Business Tips Show. When we were recording the web broadcast we found this to be a very rich topic, necessitating it to be broken into two programs.

I’ve shared the web broadcasts with you here earlier this fall, but have found that many of you sometimes don’t have the time to watch the broadcast, preferring to download a podcast and listen in while doing other things.

Listen to the discussion here, or if you prefer, you can listen or download the podcast.

Until next time…

Are you ready to grow your business now? If you’re ready to take the next step and make your business more profitable, contact us today.

If you like the information you are receiving, please consider forwarding this post.

Are You Being Strategic With Your Marketing?

strategic marketing

What is it, to be strategic with your marketing?

I was having a conversation the other day with a business colleague about strategic marketing and we were discussing various obstacles that present themselves when growing your business. One of the most common obstacles appears to be that of the failure to identify your ideal client.

As I’ve mentioned in previous articles, one of the most important components of your marketing strategy is that of being clear on your target audience. Without a clear understanding of who your ideal client is, the implementation of your marketing strategy can never be honed to that specific audience. And without being able to target your marketing efforts, you will end up wasting time, energy and cold, hard cash.

I have repeatedly written and spoken about how the implementation of a proper, focused marketing plan is not only critical to the growth of your business, but is also a solid financial investment in the future of your business. However, we need to address the reality that there is a bit of an emotional disconnect, especially with small business owners, when it comes to parting with their finances to support a marketing program.

I get that.

But without investing the appropriate resources to properly market your business, you run the risk of being “forgettable”. In order to grow your business and to be seen as relevant within your industry, it is imperative that you are continually communicating to clients and prospects alike. Existing clients like to know that the companies they do business with are continuing to be viable in the marketplace, and prospects won’t even find you if you’re invisible.

Unfortunately, many small business owners make the mistake of randomly advertising their service or product without the development and implementation of a strategic marketing plan. Is it any wonder, then, that they end up disappointed and think that “marketing” doesn’t work?

The most important point that I can make is that advertising is not marketing. Marketing is about the creation of a strategy, based on your corporate values, goals, and ideal client, among other things. It is comprised of many components and nuances, with the end result being a unified approach to communicating effectively and efficiently to your target audience. Advertising, on the other hand is merely the implementation of one element of a strategic marketing plan.

So, as we are wrapping up 2015 and preparing for the next year, be sure to do a full review of all aspects of your business performance. Take a good look at any marketing or advertising campaigns that you have done over the past year and ask yourself if there was a strategy behind the process, or if it was simply implemented as a means to an end.

An investment in hiring a marketing strategist to help you identify, create, and execute a strategic marketing plan can help you attain your goals, financially and professionally. Maybe 2016 is the time to realize that your business is best served by focusing on your core competencies and outsource this component for growing your business.

Until next time…

Are you ready to grow your business now? If you’re ready to take the next step and make your business more profitable, contact us today.

If you like the information you are receiving, please consider forwarding this post.

The Importance Of Networking

the importance of networking

Do you know the importance of networking?

Ok, if so how many of you are networking for your business?

We all know that we should be networking. Not only does it expand our circle of influence, but it also allows us an opportunity to share our expertise with others.

Networking does not have to be difficult or time consuming. There is a fine art to developing this skill. Once you realize that it is nothing more than simply meeting with others and exchanging knowledge, you will on the road to being successful in your small business ventures.

And, believe it or not, it can actually be fun!

Join us in this episode of The Small Business Tips Show and listen as we discuss the importance of networking and ways to accomplish this for your small business!

Watch our video broadcast here, or watch on YouTube.

Until next time…

Are you ready to grow your business now? If you’re ready to take the next step and make your business more profitable, contact us today.

If you like the information you are receiving, please consider forwarding this post.

Elegant Simplicity – Keep Your Clients Connected!

Elegant simplicity

So what the heck is elegant simplicity, anyway?

This is the topic that Frank Thomas and I discussed on the most recent episode of our broadcast on the Small Business Tips Show.

Elegant simplicity is the art of developing and creating your product or service that is simple and easy for them to understand and connect. There is nothing worse for client or prospect than having to maneuver and negotiate complex roadblocks to attain what it is they are looking for. Indeed, if you make it too difficult for them to understand or connect with your product or service, you will lose them to your competitors. Read more

The Secret to Winning in Unsettled Times!

review your marketing to be a winner

Want to know how to win in unsettled times?

Yesterday marked the transition of the Canadian Government. Our Prime Minister of just under 10 years officially resigned his position and the new Prime Minister, along with his Cabinet, were sworn in.  Of course, until Parliament convenes, the new Throne Speech is read, we are left wondering what this Liberal government means to our businesses and our economy.

There are still many of folks in the oil and gas industry who remember the devastating effects of the policies enacted by Trudeau the elder, especially the NEP from 1980 – 1985. We can only hope that Trudeau the younger understands that we exist in a global economy, and as such we must participate in a way that is economically viable and progressive for the country.  The stated positions by the Liberals on the oil and gas industry and the new trade deal throughout the election were very broad, allowing much wiggle room should they win. Aside from stating that they would launch an immediate review of Canada’s regulatory process for oil and gas projects, they mostly made generic statements that they support various pipeline projects and the need for infrastructure. However, how they support this remains to be seen.  As for the new TPP, the only comment made by the Liberal leader was that they were pro-trade. Read more

Marketing In Everyday Life!

Marketing makes the world go round

Marketing makes the world go ‘round!

Today, I’m going  to address the perception of marketing. When the word “marketing” is used, most people immediately think of advertising. And, as I continually point out, advertising is merely one part of a complete marketing strategy.

But stop and think for just a minute. We all market different things every single day. When we meet someone for the first time, we are always trying to put our best foot forward and make the best impression possible. The same applies when we’re having discussions with our friends and family members; we use various strategies to promote our point of view.

And that, folks, is marketing! Read more

The Problem With Ad-Hoc Marketing

ad hoc marketing

Avoid ad-hoc marketing at all costs!

Many business owners believe that marketing is a relatively simple exercise and something that they can manage on their own, for the most part. They may wish to change some elements or some content on their website. Or, they may look to design a brochure to be delivered to prospects. Or, they may look at reworking or putting together any other kind of a marketing campaign, plan, or promotion with the intention of enhancing their business.

And there is nothing wrong with a business owner managing their own marketing. That is, as long as they understand that each individual piece of a promotional undertaking is actually an underlying element of a bigger plan.

This past week I was approached by a prospect who was looking to change up his corporate website. He had spent a lot of money and a lot of time on what became four different variations of the website, and still had not managed to get what he wanted. The various marketing companies that had been hired had been either unwilling or unable to understand the ultimate goal of the business owner in articulating his vision and the brand of his business.

When this prospect approached me, he was understandably very frustrated. He was looking for someone to rewrite the content of his website in a way that would be more appealing to his target audience. As I explained to him, if he was simply looking for a copywriter he could hire anyone of a number of people who would be happy to simply fill his pages with content.

I explained to him that although this might be a quick fix, it was unlikely that he would end up satisfied with the final product for the long-term, and that he would most likely end up having to do yet another redesign and remake of his website.

Which leads me to the reason for this article today.

The unfortunate trap that many business owners fall into when attempting to either do their own marketing or to approach their marketing on an ad hoc basis, is that there is a lack of the synergy between the different elements of their marketing efforts. Each piece of the advertising and promotional pieces that make up a marketing plan and marketing campaigns is a piece of a bigger puzzle. Consider what would happen if you took one piece from five different puzzles and tried to make each of those pieces fit in a different puzzle. It wouldn’t be very pretty, and it certainly wouldn’t have the results you would hope for!

So, once again I come back to explaining the reality that there is a science to marketing. As a marketing strategist, it is my role to help the business owner see the complete picture and understand how all of the pieces fit together. In the example that I have provided above, I explained to the business owner that for him to end up satisfied with the website that would serve his company’s interests for the next 3 to 5 years, it is imperative to understand and to develop a marketing strategy that encompasses both his immediate and long-term goals, and how best to apply this in order to attract the proper prospects and retain his current clients.

Creating a proper marketing strategy is building the foundation of your communication and promotional efforts. This blueprint creates the framework and gives the guidance to move your business forward in a structured and measurable fashion, providing the results you hope to achieve. Therefore, try to avoid Band-Aid marketing solutions or quick fixes if you are hoping to obtain positive measurable results.

Until next time…

Are you ready to grow your business now? If you’re ready to take the next step and make your business more profitable, contact us today.

If you like the information you are receiving, please consider forwarding this post.

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