Most successful marketing professionals today use an information-based strategy that educates their prospects and builds emotion with a strong call to action. This is much more effective than old school standard company branding advertisements. The same principles that go into these developing a high impact (and often, high priced) marketing campaigns can be easily adapted to fit your needs with similar results.

Here are some simple tactics that you can use create and execute a professional, effective marketing campaign:

1. Formulate a short “report” that you will automatically send to prospects when they contact you. This should include a short description of your business and your specialties. Remember, this report must contain some information that your prospect will consider to be valuable and relevant to them. Don’t make this just another sales brochure. Don’t forget to include case studies, samples or other proof of your success.
2. Consider newsletters, either electronic or hardcopy as a way of educating and informing customers about your industry and services offered;
3. Offer a free seminar, webinar or other lecture to build awareness of your business, but make sure the information provided is pertinent to your target market and any featured speakers are respected and well-known in the industry;
4. Buy an existing business, introduce improved marketing and grow this new business faster than a “from scratch” business;
5. When advertising, always test different versions of your ads to determine the most effective;
6. Guess what? In many cases today, direct mail marketing is becoming effective again!;
7. Create a database of previous customers and send them new information;
8. Offer incentives such as frequent purchasing benefits, loyalty or referral programs, or others;
9. Approach large firms who may need your services and negotiate a deal to be their exclusive expert in your field;
10. Offer a 24-hour information phone line or online access to a regularly updated recorded message. Make this available to all past and future customers and/or clients;
11. Donate time or materials to local charities to show support in your area;
12. Organize seminars/ webinars with a high-perception value package that will attract your customers and/or clients;
13. Approach local newspapers or websites by offering to write a weekly column about your area of expertise. Don’t ask for money, just a byline and bio;
14. Talk with local social media “influencers” about writing a review of your product/ service.
15. Develop a weekend or destination seminar for customers and/or clients. Not only does this give you an action-packed weekend with the most important people, but also provides your customers and/or clients a tax-deductible business adventure;
16. Take a good seminar and turn it into written form as a home study, member site program, audio/video program or book;
17. Approach large companies and offer to give seminars to their employees, investors, or management;
18. Be proactive with your marketing plan;
19. Barter for your marketing. Offer products or services in lieu of payment;
20. If your customer/ clients have a high lifetime value, be willing to bring on new clients at a loss initially, as it will likely pay off later;
21. Make offers to target markets or target market businesses to compensate them for referrals or shared databases;
22. Offer loaner products to replace equipment that is to be repaired or refurbished;
23. IN a retain environment, offer something of value to everyone who brings in a print version of your advertisement  or a picture of your ad on their phone). This is a great way to see which ads are giving you the most bang for your buck;
24. Continually consider what new and additional products and/or services you can offer to current customers and/or clients;
25. If you are exclusively a “brick and mortar” store, develop an online or delivery version of your company;
26. Offer a proposition to your competitors to trade customers and/or clients you were both unsuccessful in landing;
27. Constantly keep testing alternate marketing tactics to attract new customers and/or clients with new offers and goodies;
28. Be creative.  How about a “you-choose-the-price” program. This is especially good for stale inventory.

 

So as you can see, there are many great ways to market to other professionals and businesses. Some additional great ways to get your name out there for little or no cost are:

• Get involved you in your community through volunteering or donating to local events, etc.;
• Join your local Chamber of Commerce or other networking groups such as BNI and attend the networking and other activities throughout the year;
• Join a local, state or regional professional association for further networking opportunities;
• Become a board member of a local organization.
• Join online marketing and networking groups such as Meetup, Linkedin, Alignable, Facebook, Etsy or others

 

Advertising should never be your only method of marketing. There are a myriad of ways to get your name out there in a way that feels personal to potential customers and/or clients.

“Effective advertising…must be used to get your name out to the public. If your name is not familiar to people, they will not come to you.” Jay Abraham

If you’re not sure where to start with your marketing plan or how to reach out to your local community, competitors, customers and/or clients, and others who could influence your business in a highly positive way, reach out to me to get the proper tools and resources to boost your business to the next level.