Boosting Your Bottom Line: The 9 Keys to Marketing Success
Are you a small business owner who's just getting started or a
veteran who is eager to review the basics and generate more
income through effective marketing? Walk through these 9 keys
and turn your dread of marketing into a passion.
1. Craft your vision statement: Answer the question, "Why does
my company exist?" This is the heart and soul of your
organization and the platform from which you should make every
decision be it marketing, product development, or customer
service related.
2. Identify your ideal client: Take a hard look again at why
you're in business in the first place. Then identify who's
really going to want what you're selling. Who's going to
understand exactly where you're coming from and jump at the
chance to do business with you? If you can identify those
quality consumers, you will have a much easier time finding them.
3. Target your SWOT (Strengths, Weaknesses, Opportunities,
Threats): The first two components are internal--what's going on
inside of you and your company. The last two areas are external
or the outside forces you must consider. There are unlimited
applications for the SWOT exercise.
4. Ask, "What makes my company unique?" Why should anyone do
business with you as opposed to your numerous competitors?
Consider how you make decisions when faced with a choice between
similar products from different manufacturers. How do you decide
which car or soda to buy? Remember, each potential client asks
the same question when they consider buying from you. How do you
stand out? If Starbucks just sold cups of coffee, they would not
have become the dominant force they are today.
5. Expand your possibilities: Think BIG. A gold fish will only
grow as large as its environment allows. Slip the fish into a
bigger bowl and watch it grow. The same is true of your
marketing plan. Think conservatively and small and your business
is likely to remain that way. Dare to dream and think large. You
will never reach the big goal if you think it's not possible.
6. Hone your goals & tactics: Using your vision statement as a
compass point, ask what goals do you need to achieve in order to
reach your vision? Remember to set SMART goals (specific,
measurable, action-oriented, realistic, time sensitive). Once
you have them all listed, ask, "If I accomplish every single one
of these goals, will that guarantee success?" If the answer is
not a resounding "Yes!" keep adding goals until you are
satisfied. Next, break each goal down into the specific steps or
tactics necessary to accomplish each goal. Ask, "If I finish
every listed tactic will I reach this goal?" If the answer is
no, keep breaking it down to the last detail.
7. Set your priorities: Once you've got your goals and tactics
in place you have got to put them in order. Write each one out
on a separate piece of paper and shuffle them around. Look at
each one and ask, "How important is this to my success in the
next 3 months?" Use the ABCDE method of prioritization. Sort
them in groups of As, Bs, and Cs, based on importance. Ds are
anything you can delegate. Es are anything you can eliminate.
Next, prioritize within each group: A1, A2, A3. Finally, get to
work. Even though you might be tempted, don't move on to the Bs
until you have completed all the A tasks.
8. Take action: One of the most critical steps in any marketing
plan is to get your hands dirty and get started. The marketing
plan that never reaches the public will net you zero sales.
Learn to embrace the notion of "failure" as feedback on how to
get it right. With this attitude, any setback becomes an
opportunity to fine tune your plan and make it better. A parting
anonymous quote: "Failing quickly is at least better than
failing slowly."
9. Be consistent and patient: Without these two pieces of the
puzzle, your marketing plan is doomed to failure. Create a
marketing plan that covers the next 12, 24, and 36 months. Once
you have taken the time to unlock doors with the first 8 keys,
use consistency and patience to broadcast your message to your
customers. A client might need to encounter your message a
minimum of 9 times before he/she is ready to buy. Therefore,
understand that you will never know whether your plan is working
within the first 60 days. Practice patience.