<p>As a graphic designer, I’m often asked for marketing advice. I give my opinions freely, with the disclaimer: this has worked for me, but this might work better for you, etc. Over time, I’ve come across many people who are frustrated with marketing in general, stating that they’ve tried my suggestions before and they “don’t work.”</p>
<p>The most common reason marketing strategies fail, in my opinion, is because business owners only try a strategy one time before they decide to quit.</p>
<p>In a few instances this is ok. (You make an obvious bad choice or have a horrendous experience.) But, in general marketing takes time, consistence, and persistence.</p>
<p>Imagine Michael Jordan taking one shot on the basketball court and giving up because he missed or Tiger Woods swinging his first golf club and whiffing (then promptly quitting the sport). If we applied this one-time qualifier to everything we did, the world would be a strange place. And, we wouldn’t have some of the greatest athletes in history.</p>
<p>Now, don’t get me wrong: it’s smart to test your marketing and move on from strategies that don’t produce. Each time you try a technique, you learn. However, the best learning is done over time (you need to give yourself a chance to gain some data).</p>
<p>The reason we miss the mark and quit too early in the marketing process, in my opinion, is because we don’t consider who we’re talking to before we choose to market. We pay for an ad in a local paper when our customer is online. We attend a networking group filled with the wrong prospects. We spend too much time and money trying to gain new customers (instead of getting qualified referrals from our happy clients).</p>
<p>The hard truth? If your marketing doesn’t work, it’s probably your fault. You probably quit too soon. BUT, don’t be discouraged. When it comes down to it, fixing the problem is easy.</p>
<p><strong>Be consistent.</strong></p>
<p>Ok, ok. I know that’s really easier said than done, so I’m going to lay out a plan that has helped me. It takes a little elbow-grease to start the process, but once you’ve completed the “set-up” part, the rest of your marketing becomes consistent and more automatic. Of course, monitor and test to see what’s working and what’s not. But <strong>NEVER QUIT</strong>.</p>
<p><strong>1. Organize your contacts.</strong></p>
<p>Regardless of the length of time you’ve been in business, you undoubtedly have a list of people you could potentially do business with. But, you may not have this list organized or marketing-ready. To help make my marketing easy, I not only keep a master list, but I segment my client/prospect list into three groups:</p>
<p><strong>1. Hot:</strong> Clients I’ve worked with in the past, or am currently working with.</p>
<p><strong>2. Luke warm:</strong> Clients I’ve drawn up estimates for, seemed VERY interested at a networking group (or similar) and contacted me for more info, or referrals.</p>
<p><strong>3. Cold:</strong> People I’ve received an email from, businesses I’d like to do business</p>
<p>with, or a list of contacts I’ve bought.</p>
<p>When you’ve organized your list into these categories, you can cater your marketing and,</p>
<p><strong>2. Customize your message.</strong></p>
<p>For your marketing to be effective, your message needs to reach the individuals receiving it. Clients you’ve worked with in the past don’t need to be convinced to work with you, for instance. Cold prospects will probably need an introduction. Luke warm prospects may be looking for a nudge that helps them become a client. When you’re considering a marketing method, ask yourself the following questions:</p>
<ul>
<li>What action do you want the recipients of your piece to take? (Call you, buy something, sign up for a newsletter, etc.)</li>
<li>What’s the purpose of your marketing? (Thank clients, motivate luke warms, offer a coupon, introduce your company, etc.)</li>
<li>What message is appropriate for the group you’re marketing to?</li>
</ul>
<p>For your marketing to be effective, create different messages for different leads.</p>
<p><strong>3. Define your action steps.</strong></p>
<p>What are you going to do to make sure your marketing works? Hold yourself accountable by creating a plan. Be sure to include:</p>
<p> </p>
<ul>
<li>How often you’re going to contact each group (hot, luke warm, cold).</li>
<li>Create a schedule.</li>
<li>Other marketing methods. (Email newsletter, direct mail, advertisements, cross promotion, etc.)</li>
<li>Your budgets.</li>
<li>What are you going to test for? (Response rate, conversion to clients, and so on.) What will you consider a success?</li>
</ul>
<p>Once you set-up a plan, remember:</p>
<p><strong> </strong></p>
<p><strong>4. Persistence pays</strong>.</p>
<p>Don’t be discouraged if a campaign doesn’t work the first shot. (I often get calls from prospects I sent emails several months earlier.) Be consistent, and stick to your plan.</p>
<p>I know that the title of this article blames you for your failed marketing efforts, but I don’t want you to feel bad about it, so chin up. Here’s the good news and the flip side of my title: when your marketing works, you’re responsible for that, too. Moral of the story? Market well, market often. It <strong>does</strong> work, if you do it more than once.</p>
2009-08-27T15:40:39Z
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if-your-marketing-doesnt-work-its-probably-your-fault
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2009-08-28T11:28:55Z
2009-08-28T17:30:28Z
Why you should market your business well and often; it does work, if you do it more than once.
If Your Marketing Doesn’t Work, It’s Probably Your Fault
1
2009-08-28T17:30:35Z