Dramatically Improve Your Marketing Results With These 6 Simple Steps

Dramatically Improve Your Marketing Results With These 6 Simple Steps

What if​ there were things you​ could start doing now that could help you​ to​ market more successfully in​ the​ future? Even if​ you​ didn’t have your marketing act together over the​ past year. Well,​ there are.

(1) Review your past marketing activities and results

Take some time to​ review all of​ your marketing activities and try to​ understand which ones worked best. And when I say “worked best” I mean,​ which ones resulted in​ more clients,​ more customers,​ more sales,​ or​ more growth for your business?

Your goal each year should be to​ understand which marketing activities bring you​ more business and which ones do not,​ so you​ can concentrate on​ the​ activities that work,​ and delete the​ ones that do not. Even if​ you​ did not have an​ organized marketing plan,​ or​ marketing activities that you​ implemented consistently during the​ past year,​ if​ you​ are still in​ business today,​ then there must have been some form of​ marketing going on.

(2) Broaden your definition of​ marketing

Marketing isn’t only things like running an​ advertisement,​ or​ sending out a​ direct mail piece. It's anything you​ do that puts your business,​ product or​ service in​ front of​ the​ prospects you​ are trying to​ sell to.

You may be surprised to​ realize you’ve been marketing more than you​ know!

Any time you​ talk to​ someone about your business,​ product or​ service,​ in​ person,​ at​ an​ event,​ over the​ phone,​ or​ through a​ brochure or​ some form of​ media,​ you​ are marketing. Any time you​ send someone an​ email or​ a​ thank you​ card from your business,​ you​ are marketing.

Be aware of​ any time you​ are communicating with current customers,​ or​ potential customers. Take the​ opportunity to​ make them aware of​ new products or​ services,​ special offers or​ programs,​ or​ even milestones or​ changes in​ your business.

Do you​ include your business card every time you​ mail a​ letter to​ a​ client or​ prospect? Do you​ have an​ email signature that includes your business name,​ your phone number,​ your email address,​ your website address and possibly even your tagline? you​ should. you​ are reminding people about your products and services and making it​ easy for them to​ find out more if​ they so choose.

If you​ truly believe that your products or​ services can enhance people’s lives,​ then it​ should be easy to​ share the​ word at​ every opportunity. After all,​ if​ people don’t know about you,​ they can’t benefit. Put this way,​ it​ is​ almost a​ disservice to​ NOT market.

(3) See if​ you​ can track your sales to​ your marketing,​ either directly or​ indirectly

Take a​ look at​ the​ marketing you​ did do,​ taking into consideration all of​ the​ activities mentioned above. Can you​ directly or​ indirectly track any new or​ increased business to​ these activities? an​ example of​ direct tracking might be: you​ attended a​ networking event and someone you​ gave your business card to,​ contacted you​ or​ made a​ purchase.

An example of​ indirect tracking might be: you​ attended a​ networking event,​ and someone you​ gave your business card to,​ referred you​ to​ a​ friend,​ and that friend contacted you​ or​ made a​ purchase. For each marketing activity you​ did over the​ past year,​ ask yourself the​ following questions:

(a) Did I get any new clients,​ customers or​ increased sales as​ a​ direct result,​ or​ an​ indirect result,​ of​ this activity?

(b) if​ the​ answer is​ yes,​ quantify the​ result by asking yourself: How many new clients,​ customers or​ sales did it​ generate?

If you​ can't seem to​ track your past marketing activities,​ consider asking your current customers how they found out about you.

You could do a​ survey that includes a​ number of​ customer satisfaction questions,​ but also includes a​ question to​ determine how they found out about you.

If you​ have a​ handful of​ clients that you​ work closely with and you​ really don’t know how they found you,​ pick up the​ phone and ask them.

At the​ end of​ this exercise,​ you​ will have a​ list of​ all of​ your marketing activities,​ and the​ results connected to​ each one.

(4) Separate those activities that resulted in​ business from those that did not

Are there any activities on​ your list that did not result in​ new or​ additional business? if​ you​ gave these activities a​ good opportunity to​ bring you​ business,​ then maybe it's time to​ consider dropping these activities and trying some new ones. After all,​ there is​ no sense continuing to​ spend money on​ marketing that has not proven to​ be effective for your business. Even if​ it​ has worked for someone else,​ it​ may not be a​ good marketing activity for you​ and your business.

(5) Use this information to​ plan your marketing for next year

Plan to​ spend more time,​ energy and/or money on​ those activities that brought you​ business and sales. These activities have proven themselves to​ be effective for your business,​ product or​ service. So odds are if​ you​ commit more to​ them,​ they will result in​ even more sales. And,​ if​ you​ really don’t have any way to​ track your sales or​ new clients,​ don’t beat yourself up. you​ are not alone. in​ fact,​ one of​ my biggest challenges as​ a​ marketing consultant has been to​ get my clients to​ track the​ effectiveness of​ their various marketing activities. Just make sure to​ remedy this now,​ once and for all. Commit to​ never implementing a​ marketing activity again without some way to​ track how effective it​ is.

(6) Set up a​ way to​ track all future marketing activities

Recognize the​ importance of​ tracking and make sure that you​ have a​ plan in​ place to​ track all of​ your future marketing activities. the​ simplest way to​ track is​ to​ simply ask each new customer where or​ how they found out about you. you​ may also want to​ consider including a​ code on​ any flyers or​ brochures that you​ distribute,​ and providing a​ reason for the​ customer to​ bring that flyer in​ when they come to​ make a​ purchase. Reasons to​ return the​ flyer could be to​ take advantage of​ a​ special offer,​ or​ to​ get a​ discount or​ free bonus gift.

You can also do this by phone or​ on​ the​ Internet if​ that is​ how your customers make purchases. Simply ask them to​ provide you​ with the​ code on​ the​ brochure or​ flyer that they are calling or​ ordering from. Make sure the​ code is​ specific to​ the​ location or​ group of​ people that you​ distributed the​ flyer to. if​ you​ are networking or​ speaking to​ a​ group and someone gives you​ their business card and agrees to​ receive your free report or​ e-newsletter,​ make sure you​ include a​ reference in​ your contact database of​ the​ event where you​ met them. For every marketing activity you​ do put a​ plan in​ place to​ help you​ track all them. Effective tracking is​ by far one of​ the​ easiest ways to​ improve your marketing effectiveness. And when you​ zero-in on​ what marketing activities are most effective for your business,​ you​ will be able to​ focus your efforts on​ only those activities,​ and will be able to​ spend less and get more as​ a​ result.

(C) 2018 Debbie LaChusa

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