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    Marketing 365: Daily Strategies for Entrepreneurs and Small Business
    Marketing 365: Daily Strategies for Entrepreneurs and Small Business
    Marketing 365: Daily Strategies for Entrepreneurs and Small Business
    Ebook178 pages2 hours

    Marketing 365: Daily Strategies for Entrepreneurs and Small Business

    By Lori Widmer

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    About this ebook

    Marketing made easy: this book offers up 365 ways to increase your communications with customers and boost your earnings potential. Use any or all of the simple-to-use strategies, which are quick to read, digest, and apply. Perfect for small business owners, entrepreneurs, freelancers, and anyone wanting to find inexpensive ways to build a stronger market presence.

    LanguageEnglish
    PublisherLori Widmer
    Release dateJan 26, 2012
    ISBN9781476153186
    Marketing 365: Daily Strategies for Entrepreneurs and Small Business
    Author

    Lori Widmer

    Lori Widmer is a veteran writer and editor with over 15 years of experience in building successful business connections through simple marketing. She has worked as a magazine senior editor, a newspaper correspondent, and a corporate writer and proofreader. Her magazine credits list in the hundreds, and if there's something to be written about workers compensation or risk management, she's on it. She has built a successful freelance writing and editing career, working with global corporations as well as individuals to help them communicate their messages better. She has published well over 150 articles in numerous business publications and on websites, including American Express Inside Edge, InformationWeek, Claims Journal, Risk Management Magazine, and more. The author of The Worthy Writer's Guide to Building a Better Business, Lori has with this book fulfilled a desire to prove to small businesses and sole proprietors that marketing is not rocket science. She is the co-founder and co-moderator of the About Writing Squared Five Buck Forum. She blogs every week day at Words on the Page.

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      Book preview

      Marketing 365 - Lori Widmer

      tmp_a6b7782fb3df33149693aace89c40d1c_L0Mby__html_m38aeec88.jpg

      Marketing 365:

      Daily Strategies for Entrepreneurs and Small Business

      By Lori Widmer

      Published by Lori Widmer at Smashwords

      Copyright 2012, Lori Widmer.

      Smashwords Edition, License Notes

      This eBook is licensed for your personal enjoyment only. This eBook may not be re-sold or given away to other people. If you would like to share this book with another person, please purchase an additional copy for each recipient. If you’re reading this book and did not purchase it, or it was not purchased for your use only, then please return to Smashwords.com and purchase your own copy. Thank you for respecting the hard work of this author.

      TABLE OF CONTENTS

      Introduction

      In the beginning: the first 50 strategies

      Getting going now: strategies 51 through 100

      You’re on a roll: strategies 101 through 150

      In the thick of it: strategies 151 through 200

      The point of no return? strategies 201 through 250

      Aren’t you and expert yet? Strategies 251 through 300

      Nearly there! Strategies 301 through 350

      The home stretch: strategies 351 through 365

      What’s this? Strategy 366

      About the Author

      You will not use this entire book.

      That’s because marketing is a personal thing. What works for your competitor may not work for you. Likewise, all strategies do not fit all businesses or people.

      Another disturbing fact – this book will not work for you if you don’t use the advice you do adopt consistently. Successful marketing processes are those that start with an idea, include action, and continue with follow-up. I won’t say they end with follow-up, because marketing should never end. It should become part of your daily business activities, and each process you launch should be one you’re able to follow through with on a regular basis.

      What will work for you are those strategies that leap off the page and make you think I can do that! Make those your own. Nurture your business by giving attention to those strategies, and by spending plenty of time applying them to your business marketing plan.

      I’ve given you a year’s worth of ideas and possibilities – that’s 365 ways to reach customers, to get your business noticed, and to gain client trust. If you read one a day or even one a week and make it a consistent part of your marketing plan, you’ll see results.

      Here’s another fact – even a lousy marketing plan, if applied consistently, will net results. The key is consistency. If you keep at it, something will work. You’ll see some results.

      However, you want more, don’t you? Then take your current marketing plan and turn it upside down. What falls out? What methods have you used in the past that have netted good results? What have you used that didn’t? Why? Was it because it was the wrong approach, the wrong client, or the wrong application? Did you do it consistently or was your approach a little too hit-and-miss?

      Today, start with one idea in this book. Think about how you can incorporate that idea, change it, or reframe it to make it fit with your business and your personal style. Try it. Try it again. Keep using the idea until you see results. Then go back and see why it worked and, maybe more importantly, why it didn’t work all those other times.

      No matter what strategies you decide to use, remember this – marketing is not a foreign concept requiring reams of paper and tons of sales pressure. Marketing, if done correctly, is about creating connections with your customers. It’s more about the relationship you’re building than the products or services you’re selling. Earn the trust and the business will follow.

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      1. Start a newsletter.

      Reach out to your targeted prospects by giving them something that helps them improve their business, their lives, or solves a problem for them. Whether by email or print mail, newsletters can increase your contact with potential customers if you do it right.

      What to include: newsworthy items that increase their awareness of a problem or trend that you can help with; your company news; industry changes they need to be aware of (such as changes in legislation that could affect what they pay each month); methods of reaching their goals or customers (such as how to put together better brochures or how to increase foot traffic in their stores); and upcoming events, conferences, or Webinars.

      Whom you target is as important as what you say to them. Look for clients whose industries are doing well in the current economy, who show a history of buying your products or services, and whose needs are ongoing.

      2. Team up on marketing.

      A great way to increase your marketing impact is by teaming with another company or service provider. For example, you own a veterinary business. By teaming with a groomer, you can increase visibility for both the groomer and you. Offer to include promotional messages alongside your own in exchange for the same promotional opportunities with the other party.

      You can take it a little further, too. If you have complementary services – such as a writer working with a design company – you can negotiate a partnership that allows clients to use both of you for a discounted rate. Or you can refer clients of yours to the design company and vice versa.

      Don’t stop at just one marketing alliance. The more companies and providers you can work with to help each other spread the word, the more your own company’s name will get out and the more services you’ll be able to provide to potential clients. It benefits everyone in the marketing partnership to present themselves as a one-stop shop for clients needing several services. You won’t lose your clients needing just one provider. Instead, you’ll project the image of a comprehensive provider who understands what clients need.

      3. Mail something.

      They can’t work with you if they don’t know you’re there. Develop a plan that includes sending at least three forms of communication to your potential clients. Make one of those a snail-mail communication. Postcards, brochures, and newsletters – if written succinctly and with an eye to what the clients want – can leave a lasting impression. With most communications today being done electronically, you’d be surprised how much print communications will stand out.

      Send it to a tightly edited list of potential clients. Remember to research the industries, customer habits, or economic factors needed to know who’s buying and what you can offer them.

      4. Write a sales letter.

      If the thought of putting together a newsletter is daunting, try writing a letter. Sit down and put together an introductory note to your client. Think of this as correspondence with a friend. You’re describing your business to them, but you’re going to show them the benefits of working with you instead of telling them how great things are going.

      Once you’ve edited, send your sales letter to existing and potential clients. Sales letters are more personal than brochures, and a great way to introduce your customers to you and your business at the same time.

      5. Add new services.

      So you can do A, B, and C, but the customer wants D? If you’re turning down work because you don’t have the experience in that area, maybe it’s time to get that experience. For example: You own a design firm that focuses on website design. However, many of your clients ask if you provide Internet hosting. If it makes sense to your business plan and your current capabilities to do so, consider learning how to do it successfully.

      You could also use your current expertise to gain a toehold in a new industry. For instance, if you’re a writer focusing on business writing, what topics have you written on that transfer to a wider audience? If you’ve written articles on helping companies reduce financial losses, how might that apply to accounting, finance, or senior management publications or associations?

      6. Sell your sizzle.

      If you approach your potential customers by telling them how fabulous you are or how your products were developed, congratulations. You’ve just told them nothing. Fact is no one cares that it took you eight years and thirty-six tries to get that soap recipe just right. The only way to make them care is to show them how that attention to detail will benefit them.

      Which would you buy?

      Super Soft Soap is an all-natural soap that was eight years in the making. After 36 attempts, we finally got the recipe to where we were satisfied that we’d made the perfect soap. Try it today!

      Or

      Super Soft Soap is the first all-natural soap designed to work with your body’s unique pH level for a customized cleansing experience. Guaranteed non-drying and hypoallergenic, Super Soft Soap improves your skin’s moisture and helps prevent premature aging.

      Show them the benefits of working with you or buying your product or services. The focus of all your messages should be on your clients. Remember, customers don’t buy steak – they buy the sizzle and the taste.

      7. Borrow from other businesses.

      What companies or service providers stand out to you? What makes you notice them? Research other companies – even those not in your specialty – and see what they’re doing that works for them. What messages are they sending? Can you tell whom they’re targeting by what they’re saying and how they’re conveying it?

      How can you apply that same thinking to your marketing? Look at their marketing materials. What language works for you? What about the images? What is that saying to you? Circle or highlight the words or phrases in their messages that capture your attention or compel you to look deeper into the message.

      Conversely, look at companies whose messages are falling flat. Why? What doesn’t work for you? Is it because you’re not their customer or they’re not reaching anyone in particular? What can you learn from their mistakes? Again, circle or highlight words that work for you, and this time, put a line through phrases that don’t say anything, confuse, or turn you off.

      Customers buy because you’ve touched on an emotion –happiness, success, hipness, inclusion, trust, safety, or fear. When putting together your own marketing message, think like a buyer. What would make you pay attention? What concepts in those successful messages can you introduce into your own messaging?

      8. Ask for the referral.

      You’ve just finished a great project with your client.

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