It’s the new year, and your cash register has reset to zero.
Whether or not you see positive things on the economic or political horizon, 2020 offers you ways to grow your business…if you handle it properly.
For those who haven’t yet recognized the importance of a well-considered and organized marketing program to the future of their company, consider the following opportunities it affords you:
- CONTROLLING THE MESSAGE: Nature abhors a vacuum, as does the marketplace. Combining publicity, public speaking, paid advertising, websites, social media, brochures, and similar tools in a coordinated effort minimizes chances for journalists and competitors to tell your story their way.
- INCREASING THE CUSTOMER BASE: A well-developed message combined with an appropriate mix of marketing tools and sufficient frequency expands the universe interested in whatever it is you’re selling.
- CLOSING THE SALE: Telling the audience the advantages and benefits of your products or services provides a series of reasons for them to buy from you instead of from the other guy. A steady drip of marketing materials can also wear away objections, keeping you before them until they’re actually ready to pull the trigger.
- KEEPING THE CUSTOMER: Initial sales are sometimes prompted by curiosity. However, consistent (and good) marketing supports the sales force. This support, combined with positive customer service and delivering promised results, ensures today’s customers come back and buy from you again and again.
- BUILDING PROFITS: A steady drumbeat to customers and prospects reinforces good impressions about your company and its products. This can help counter any negative feelings potentially brought on by price hikes, bad press, or competitors’ sniping.
- GETTING REFERRALS: The true testament to a company’s success is persuading customers to refer you to their friends and associates. Sales promotion, direct marketing, public relations, and social media can all combine to support sales efforts and bring these newcomers into the ongoing sales process, then keep them moving up the pyramid to bigger sales.
To the uninitiated, clever and coordinated marketing just “happens.” Yet, after more than 30 years in the marketing trenches, I can assure you there is no magic drawer and no successful communications campaign is accidental.
They all start with a comprehensive marketing plan.
It’s time to draft yours now. It’s time to begin again.
With that said, I wish you a year of profitable marketing.
Get 2020 started right at www.askmrmarketing.com.