Out with the old. In with the new and improved!

Article by Dee Blick

The Marketing Gym

It’s a new year; a fantastic time to review your marketing and your approach to marketing in general. Here are some tips to help you, from the marketing planning masterclass in my award-winning book, The 15 Essential Marketing Masterclasses For Your Small Business.

You have to make time for your marketing. Ideally, 90 minute chunks 2 to 3 times a week if you’re really aiming for the big time or, simply want to maintain an already successful business. Marketing on the hoof can only carry you so far.

Make 2014 the year in which you step outside of your comfort zone. If you know that public speaking for example is the way to really build your profile but, you’ve shied away from it so far don’t continue to hide behind a wall of fear. Identify what’s keeping you within your comfort zone and make plans to leap well and truly out of it.

Draw up a list of the benefits that you offer. Use one of those 90 minute sessions and don’t skimp on that all-important detail. Then, review your communications in the light of this list. Are you seriously underselling?

Review the look and feel of your communications. Your website, sales letters, brochures, fact sheets etc. Are they lacklustre? Do they need updating? Is it time for a complete overhaul? They’ve got the important job of selling you in your absence. Don’t underestimate their power in converting a warm prospect into a paid-up client.

Consider new ways in which you can promote your business using the written word. How about a colourful newsletter instead of a brochure? A “10 reasons why our clients love us” document. A compelling Q&A flyer? Some lively and informative case studies. You don’t have to stick to folders and brochures.

On a step-by-step basis review your prospecting process. Are you relying on one or two isolated tactics instead of planning campaigns? Are you using email because it’s efficient but not necessarily effective? Plan multi-touch campaigns.

Set bold ambitious goals for your business in the next year. Businesses that thrive, grow and are in demand don’t always play it safe. They stretch themselves. They take risks. They set goals that on the face of it are audacious but, with a little elbow grease and courage become eminently achievable.