Marketing is a way for you to attract people to your business, but it can also be very expensive and ineffective if not done properly. This can be made extremely difficult if you only have a small budget.

If your campaign is to work, you must target the right audience. There are certain things you MUST do in order to achieve this effectively, but here are some things you MUSTN’T do:

Ineffective Communication With Existing Customers

Your existing customers are your best immediate source of income because they have already invested time, money and energy into your business and know they can trust you.

 It is usually a lot easier to get existing customers to buy from you again than new customers. So knowing this, why are some businesses so ineffective at communicating with existing customers?

For example, think of the ads you see in your local paper for restraints. When was the last time you received communication from a restaurant you visited asking you to come back, offering you a little something, such as a free bottle of wine if you do? What would happen if restaurants started asking for customers email addresses to add them to prize draws or offer them exclusive discounts in the future?

Now apply this to your business and ask yourself how often you communicate with existing customers? What could you offer them? When did you last communicate with them? What would happen if you contacted them twice as much? Etc.

Relying On One Or Two Marketing Forms

Most businesses only use one or two forms of marketing. But if you want your business to grow, you should aim to turn your company into a multi-level marketing business combining several methods of marketing simultaneously.

Your business could grow by 100-300% if you go from using two forms of marketing to ten! But there are two reasons everyone isn’t doing this to increase business: 1 - they don’t know how; or they haven’t realise that you’ll never fulfil your business potential if you don’t prioritise your marketing.

2 – Fear! If someone suggested implementing ten different marketing strategies to you next week, would you do it immediately?  You would be concerned about it all going wrong and therefore losing money.

Therefore you must employ the principle of ‘testing and measuring’. Every month you should test one or two new, small scale marketing methods to quickly identify what works and what doesn’t. If you find something that works, increase its scale. Less than one in fifty businesses employ this incredibly simple scheme, so if you start doing it you may find yourself ahead of the competition.

Before you try this however, you should measure the results of your current marketing plans. Most businesses find they are actually losing a lot of money on their current marketing plans because they have never thought to, or bothered to, measure the results!

What Do You Think?

What do you think about this advice? Leave your comments here.

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