If you own and operate a business, then you may be making a small business marketing mistake that is costing you money. Good news is this mistake can be corrected in the blink of an eye once you know what it is. And, once you fix it, you’re almost guaranteed to see a spike in your sales assuming you are delivering an excellent product or service.Ready to hear what this small business marketing mistake is?Good. Then pull up a chair and listen close because what I’m about to share with you is a story about a client of mine in a very unusual industry.In fact, this article just may be the turning point you’ve been looking for.The Small Business Marketing Mistake You Should Never Make:Recently, I picked up a client in a very odd industry. And the reason why he’d contacted me is because his business had taken a beating the past couple of years. And he was ready to do something to turn things around. I admired him for seeking help. And when he told me about his business and who he was after, it seemed obvious what he needed to do.Let me explain:You see, my client owns and operates a guitar clinic where he teaches mostly teenagers how to play rock guitar. And when the economy was booming, every mother on the block had signed their kids up to take lessons from my client.But when things turned south, many of them cancelled.So my friend put up a website. He bought Google PPC ads. He even placed a few classified ads in his local newspaper, all geared towards getting more new clients. This wasn’t a bad thing. But why not market to his existing customer list to reactivate a lion’s share of them?He implemented this strategy using a few clever campaigns.And his results were out of this world.One marketing campaign he hired me to write for him reactivated an astonishing 23% of everyone he mailed it to. Compare this to the measly 1% all his other direct marketing campaigns were doing, and it becomes obvious how much easier it is to sell more to existing customers.Every small business owner should make this a part of their marketing too.Stay in touch with, and sell more to existing customers, and you’ll almost never have another dip in sales again.This small business marketing tip is easy but darn effective.
A successful and effective marketing plan is a crucial part of the success of any business. This is why you need to carefully consider every aspect when printing for business marketing material as this will influence the success of the marketing plan quite a lot.Here are a few top tips that should be noted when printing for business marketing material:The first thing that you need to determine is what exactly you are advertising. Are you advertising a certain promotion? Or are you selling a product? Either way, you need to make sure that your advertising material makes it clear. People need to easily understand what you are trying to sell.Remember that most marketing media have the sole primary purpose of attracting new business. This means that you simply need to entice potential clients and make them want to find out more. You do not need to include every last detail about the product or service on the pamphlet. Include just enough information to make the client want to find out more about this product now.Always ensure that your contact details are clearly visible on all promotional material. A potential client should never have to look for a way to contact you. When printing for business marketing material there should be a few different contact details included. For example, try to include the address, email address, website and contact telephone number for your business.Make sure that the design of the printed material reflects the correct image of the business. Market material is a direct reflection of the business and helps to build brand identity. For example, if you are a creative company then your marketing should be fun, arty and creative. If you are an accounting agency then this type of marketing would be inappropriate and a more professional design would be better suited. If you budget allows for it then seek the advice of a professional graphic designer before you send the design to the printers.When choosing a printer you should always opt for quality over cost. Never choose to work with a printer simply because they quoted you the lowest price. When printing for business marketing material the material needs to be printed professionally. High quality prints may cost a bit more but they will be a lot effective in the long run as they project a professional image of your business. Always ask to see samples before making any decision about which printing company you would like to use. You can then be sure of the quality of prints that you can expect to receive if you choose to do business with them.If your take the above mentioned tips into account when designing and printing for business marketing material then you would be ensuring the success of the marketing plan and your business as a whole. Remember that marketing materials are often the first impression that potential client has of your business and this is why you need to ensure that the material is professional, interesting, attractive and informative.
Coupons and incentives that motivate prospective customers to try your product or service have always been one of the most successful small business marketing strategies.Now with the proven success of Groupon, LivingSocial and a myriad of other online coupon promotional applications delivering these purchasing inducements across a wide variety of media, the marketplace is even more conditioned to the world of incentive marketing.This is added evidence that small business owners need to consider a couponing or incentive marketing strategy as a valuable technique you can employ to introduce new customers into your buying stream.In fact, I recently read about a prominent social media promotions company named Wildfire Interactive that conducted a survey that suggests that if you are concerned about how to monetize your Facebook Fan Page marketing strategy that you might want to start offering coupon incentives.In their broad based random sampling of approximately 10,000 Facebook marketing campaigns the results suggested that the highest response rates favored those promoting sweepstakes, sampling, giveaways and of course coupons.But before we go any further let’s back up a minute, break this down, and analyze this small business marketing strategy in an effort to understand a little more about the power of incentives.Let’s start by looking at the definition of the word incentive.DEFINITION: One dictionary states, “Something that incites or has a tendency to incite determination or action.” Another dictionary says it this way, ” Something, such as the expectation of reward, that induces action or motivates effort.”Now think about it for a moment from the other side of the fence. You are a buyer and consumer right?Do you appreciate it when you are offered an incentive discount, added bonus to your purchase or your money back in a risk free guarantee when you buy? I sure do and a lot of others do to.Does it help incentivize you to make a purchase you may not have been willing to try without the inducement? Especially if it is with a company you are not familiar with?Smart companies have known and used this practice for a very long time and certainly long before Groupon came onto the online scene. Coupons ranging from the $1.00 off of Tide or, to the many added bonuses offered to you by prominent Internet marketers if you’ll purchase from them for the first time.Remember, they realize that their company is an unknown and unproven resource to first time buyers and accept they have to work hard to induce you to buy from them in order to prove their value to you so they will be able to sell to you again and again.Companies ranging from Proctor and Gamble to Dell Computer are pretty sophisticated in their strategic marketing incentives including couponing and small business product and service providers can learn something from such successful companies.For years, coupons have been delivered to prospective customers in a variety of media like newspapers, Val-Pak, flyers, direct mail, telemarketing, email, websites and now in mobile text marketing.Expect to see online couponing at individual websites grow significantly.An important tip to consider is that as you craft your incentive marketing proposition be sure that the incentive you offer is compelling enough or, it may not leverage that prospect to make a buying decision.Additionally, a substandard offer may only serve to drive your prospect to favor a direct competitor who offers a more attractive incentive to draw them into their buying continuum.Another incentive development tip is to clearly educate, and articulate, your incentive-based advantage to your prospect so you are certain he or she fully understands the incentive and its impact upon their possible buying decision.When you are developing your incentive marketing strategy for your website, make sure to consider introducing it and promoting it as a coupon on your website.One way I have seen it presented is on a website page you call “Specials” which offers a coupon discount or added bonus that clearly incentivizes a visiting prospect to choose to purchase from you over your competitors.Another incentive strategy that is being used very successfully is a mobile marketing text message incentive campaign. Here’s the text marketing platform I recommend to my clients http://www.izigg.com/getprofitableA word about smartphones. Businesses should be alert that smartphones are exploding with coupon app’s that allow consumers and business buyers to locate deals and promotions in their local areas.This means that as a local business you should make sure you have a Google, Yahoo and Bing “Local Places Page” that gives you the opportunity to offer a monthly coupon / promotion as an inducement to prospects.Regardless of the medium that you use to deliver coupons or purchasing incentives, they are a remarkably effective marketing tool. Particularly in times when people are concerned with the economy, their pocket books and saving money.Remember that the main purpose of an incentive based purchasing promotion is to give your small business an opportunity to introduce a prospect into your buying stream so you can build a long term purchasing relationship with a new customer. This particularly makes sense if you understand the lifetime value of a customer and are focused on keeping them as a returning customer for a period of time.One Final Word About Incentives. Without incentives it’s likely fewer people will be attracted to your products and services. It makes sense to give them an extra reason and push to investigate what you have to offer so you can show them what great quality, excellent service and superior benefits you can deliver.