Expose Yourself: Marketing 101

By Suzanne Taylor



If you don't market your company, product or service, you can be sure your toughest or biggest competitor will be marketing his. Why? Because he knows that in order to create, transform and grow his company, he must have a good marketing strategy. That is why he is your "toughest or biggest" competitor.

A common complaint for business owners is: "I don't know the best way to market my business." It doesn't matter what type of business you are in, you are in that business because you are an "expert" at whatever it is you do. And, that means you probably are not an expert at marketing.

Think of it another way. You wouldn't hire a plumber to fix your car; you'd hire an auto mechanic. Why? Because he specializes in fixing cars. So, if you want to really market your company and grow your business, you need to seek out a good marketing adviser. Here are some ideas to get you headed in the right direction so, when you meet with that person, you'll have your priorities organized.



Web Site Presence

In today's technologically advanced society, you are guaranteed of one thing: Your prospective clients will absolutely utilize the Internet as a primary qualification tool, often before they ever pick up the phone. And, more importantly, they will get their first impression about your company, your products and services, from your web site. If you do any form of advertising, your web site serves as a resource that can help your clients distinguish a professional firm from a not-so-professional firm.

Your web site does not need to be elaborate. The type of information you should include will depend upon your target market and the industry you serve. For most businesses, a standard four- or five-page web site is adequate. At a minimum, you will need the following.

¥ Home Page: This should be simple, informative, easy to navigate and inspire the prospective client to do business with you.

¥ About Us Page: This should describe your level of experience, your general business philosophy, and if you have niche areas, it should outline those as well. Any accreditations and credentials should also be included as this helps further establish you as a professional in your market.

¥ Photo Gallery or Products Page: If you work in a service industry (such as remodeling), you will want to include only professional photographs of your projects. If you provide products, include pictures of the product and/or photos of the product in its typical application. Customers want to see what they are getting ready to buy.

¥ Contact Us Page: A short, easy to use, automated form that sends you the absolute necessary contact information for your prospects. Don't bog them down with lots of details - it minimizes the chance they'll complete it. Once you receive an inquiry, you can then contact the client to discuss his needs in greater detail, with a more personal approach.

As you begin to see results, you can enhance your marketing tools by using web statistics, Internet advertising and search engine optimization to assist you in driving potential clients to your site.



Print Advertising

The marketplace is full of print advertising opportunities. But how do you determine which medium is the best fit for you? How much should you spend and how can you measure the results?

¥ Demographics: In order for a print publication to be effective, it must target the right market. So, make sure you know the audience it is reaching, and more importantly, make sure that it is the audience you want. If you carry or provide high quality, upper end products but the audience you are reaching is a mid-market demographic, you could be spending a lot of marketing dollars on an audience that is going to be more concerned with price than quality.

¥ Distribution: Is the publication free, paid or controlled circulation? There are benefits to each, but which one is best for your business?

¥ Cost: Cost is more than just the rate you pay. What does it cost you to reach your target and to actually get a sale? Know and understand the cost per thousand (CPM) and your average cost per lead (CPL).

¥ Consistency: Consistency is the difference between a waste of marketing dollars and a good investment. Advertising one time in a print publication is like advertising one time on the radio. The chances that your ad will make an impression on your audience are slim to none. Generally, the rule of thumb is that it takes four to eight print ads to create recognition and accurately measure response.

¥ Measure: Without proper measuring techniques, you could be wasting your ad dollars in the wrong places or not spending enough money in the right places. Asking clients, "Where did you hear about us?" is not an effective measuring tool. You need to have consistent measuring tools and good, reliable data. A good marketing adviser can assist you with this process as well.



Radio & TV Advertising

Again, consistency is key. If you want long-term benefits, you need to commit to a long-term program. As with print advertising, honing in on your target demographic is key to making the right decisions and not breaking the bank.



Phone Books

You can spend a fortune on ads in phone books. But what if most of your clients found you elsewhere and are using the phone book simply to find your phone number? Listings are a lot less expensive and can usually generate similar results.



Direct Mail

With mailboxes full of direct mail pieces and the average response rate at less than 3%, you could spend a lot to get a little. Your mailing list is key, but so is the piece you are mailing. Make sure that your mail piece is well designed and has a solid call to action.



E-Mail Blasts

Everyone's e-mail boxes are full, too. And, with CAN-Spam legislation, you need to be sure that you are complying with all of the guidelines and that your e-mails are actually getting through all the spam filters. This is where a marketing or web consultant is a must. Don't go it alone and hope for the best.



Past Clients

Never forget that the average business (depending upon industry) will generate between 60-80% of its business from or through referrals and past clients. Whether it is a repeat client or a referral, this is one of the best audiences to stay in front of.

Marketing not only generates business, but in a slow economy, it is vital to maintaining and growing your business. History and statistics shows that businesses that advertise and market their products in a recession not only maintain business, but often gain market share over their competitors.

An executive working for Ted Turner once noted: "Think about it. When you are in a room full of people and everyone is talking, you can't hear a thing. But, if only one person is talking, you can hear the message loud and clear." When the economy slows down, your marketing should gear up. Take this time to get an edge over your competitors and slingshot your business's growth. If you recognize the value of marketing in your overall business plan, and you seek advice from sound marketing professionals, your business will flourish.



Suzanne Taylor is the owner of Marketing By Suzanne (www.marketingbysuzanne.com). She can be reached at 410-984-8054.