In this short series I’m listing some of the key points that allow you to develop your marketing Strategy and fine-tune it (and your tactics) for Continuous Improvement. Some you may recognize from other posts, but this will give you a quick and easy way to remember them in real time.
- Strategy Starts With WHY. Your Why gives you your Vision. Their Why gives you your Value. Knowing their Why leads you to Who your Ideal Client is. Who tells you What, and these three will give you total clarity on all the tactical questions — Where, When and How you reach them.
- You don’t have to tear down the house to remodel the kitchen. Don’t assume what you’re doing doesn’t work, just because it doesn’t seem to work right now.
- Test everything, track everything, one thing at a time. 1% =100% Marginal Shifts = Quantum Results. If it isn’t tracked, you wasted money. If it is, you’re always ahead (even with no sales).
- Use multiple channels. Reach your market at different times and different places… your Where, When and How steps.
- Constantly try new approaches. Marketing is not static, it’s alive. People and markets change. We’re global. Keep your message up-to-date and relevant.
- Number One Objective: Get their name! Suspects become prospects become leads, but only after they have a name. Develop a culture of capturing names, contact info, and referrals. One sale, eat for a day. One lead, eat for a lifetime, IF you have a backend plan.
- Understand that every lead has a cost. So get over it. Give incentives for leads. Figure every new name acquisition is an added value for your company. Your database is your true bank.
