Marketing is about getting more business – and that includes getting more value out of your existing customer base – through delivering them multiple times the value you get.
If all you did was chase new clients, then you would be regularly losing the ones you already have, which means you would need to be constantly building. This is hard work.
There is an important model that will help you understand what to do in terms of sales and marketing for your existing customers, and it is one that every business owner should know and understand. (more…)
No longer uniquely the home of shaky phone cam footage of comedy pets, YouTube has become a truly global broadcasting powerhouse. Sure, there are still grainy home videos aplenty, but these days YouTube is as much about film trailers, news channels, comedy sketches and even dedicated web series.
With one billion unique visitors every single month, it’s also an invaluable marketing tool, capable of reaching the kind of audiences that TV ads sandwiched between slabs of prime time soap can only dream of.
Of, course, if it were as simple as plastering the web with marketing videos and waiting for your inbox to fill with sales enquiries, everyone would be enjoying the fruits of their YouTube labours.
One of the time-tested ways of establishing yourself as a standard in your industry is to win an award. An industry-recognised award serves as an independent endorsement of your company’s quality. And more importantly it’s an evaluation that potential customers are more likely to trust, than any marketing material you can produce.
We know that social proof is one of the most influential factors in a consumer’s decision making. In a survey by Zendesk, 88% of participants were influenced by an online customer service review and consumer reviews are nearly 12 times more trusted than descriptions that come from manufacturers.
Awards are like the ultimate review or testimonial. Usually, they come through from a trusted, independent authority with the expertise to give a well-informed judgement on your business, so your customers and the wider marketplace are going to see that as proof that your business can be trusted.
Every business – even yours – has a brand.
One common misconception is that your brand is your logo. Your logo is a single visual representation of your brand, but it is not your brand. (more…)
Many business owners now recognise what a powerful tool a book can be to help them build credibility for their brand and raise the profile and visibility of their business.
A book gives you a terrific platform from which to share your purpose and your vision. In the main, people who have written books about their expertise gain huge respect from others as not very many people ever get around to doing it!
So how should you go about writing and publishing a book that will help you grow your small business? (more…)
If you are not already an avid tweeter, Twitter is an online tool for creating short messages (tweets) that can be read by anyone who wants to receive them (followers).
Sometimes your followers will forward your tweet to their followers (retweet), and so on, until your original message is being read by everyone on Twitter that is at all interested in what you have to say. Although it is a social medium, it can be used for marketing purposes, as long as you are careful not to spoil all the fun. (more…)
As a start-up, you often don’t know the best ways to market your new business, or what works and what doesn’t.
The good news is; whether you’re selling to a market of ten or ten million, one of the most effective ways to learn how to improve your marketing is to talk with a single person and sell something to them.
Here’s how you can develop stronger sales messages, build your customer base and grow your new business by harnessing the power of one-to-one marketing.