Isn’t Marketing Supposed To Be Easy? Well, enjoyable yes. And after a time, your marketing efforts will seem much easier than when you first started. The challenge is to begin a true effort to market your organization. Marketing is much more than advertising and referrals. Marketing includes the processes and tactics of consistently selling your products and services. So how do you make it easy? Here is a little work you can do, over time, to make the marketing of your business “easy” in the long-run:
1. Begin with a clear definition of who you are, how you want your products and services perceived by the marketplace, the “mental postcard” of your business, and how you plan to measure your marketing results. The larger your organization, the more cross-functional buy off you will need with this step. In smaller organizations buy-off may only be needed from your President/CEO and head of customer operations (which both may be a challenge anyway!)
2. Segment your customers into meaningful categories, defining a process to continually move them into a closer relationship with your business. Prepare a constant source of prospects and have a similar process to move them closer to becoming a customer. Think of a bank getting a checking account customer, then they get a savings account with that same customer. Later a mortgage loan, and possibly into investment services. This customer now has a very strong relationship with this financial institution.
3. Design, build, and test various marketing tactics. These tactics should work together to provide prospects and customers regular impressions about what you can do for them. With digital marketing the measurements are easy. But just as with traditional marketing, you need an offer, call-to-action, and sense of urgency.
4. Create operational practices to develop higher revenue streams. Consider what you do to retain customers, cross-sell them, and build unit sales. In the bank example above, maybe a checking account customer can move to a better checking ‘product’ for them that is more profitable for the bank. For example, if they are getting free checking today, but have several transactions each month, maybe a reward product would be a better fit.
5. Bring all of your marketing together with a process map to continually create, test, and expand your business. No marketing tactic should be done in isolation. Have a plan that includes all your messaging, customer communications, and other strategies in one place.
Remember, start one step at time and celebrate success. You will be pleasingly surprised with your progress!
Good Marketing To You!
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