By Mark Satterfield
If your company’s marketing effort has been filled with big ideas and good intentions, but little tangible results, you aren’t alone. You’ve probably heard the discouraging statistic that 80% of all new businesses fail within the first five years, and that’s not because of a poor idea or bad product. Rather, business owners that have good ideas but a scattershot approach to marketing need to understand how to implement a consistent marketing process to position their companies for success.
Your Five Step Marketing Campaign
Business owners think they need to save up for a complex campaign, yet fail to commit to a simple, single marketing idea. This simple marketing focus can make the difference between a failed business and one that thrives. Here are five useful and easy steps to marketing your business. These steps can help any small business owner, with any budget, eliminate the need to chase after clients while growing business and increasing revenue.
Step One: Determine a Target Niche Market
No matter how versatile your company or product, focused marketing is key. Identify one core group, and then develop language, materials, and messaging to target that particular market. Start by evaluating previous clients—are they real estate agents, educators, financial advisors, etc.? Choose one group and keep them in mind for each step. Perhaps there’s opportunity to eventually expand marketing goals to reach multiple different markets, but begin with just one market.
Step Two: Create a Compelling Free Offer
A free offer or incentive is an incredibly productive way to engage the previously identified key market, and creating this offer is usually quite easy. In fact, many business owners already have something to offer potential clients without even realizing it—a free report, an exclusive video, a workbook, etc.—and the offer can be pulled together in less than a day.
Step Three: Develop a Landing Page
A simple, one-page website is just the thing business owners need to promote free offers and capture contact information. The internet has vastly changed in the last decade and almost any business owner can easily create a landing page, with the help of a few resources such as WordPress, GoDaddy, and Mailchimp. Or, if you already have a website, simply create a new page within it.
Step Four: Market to a Growing Email List
As people sign up for the free offer, they become part of a master list that should be regularly marketed to and contacted. It’s simple to send out automatic and consistent messages (through services such as Mailchimp, mentioned above) to a growing list, with the goal of eventually converting a contact into a client. What’s more, the email list is receiving valuable information through these messages, so it remains a mutually beneficial relationship.
Step Five: Drive Traffic to the Landing Page
Through basic advertising on sites such as Facebook, Google, LinkedIn, Bing, and others, even the smallest budget (less than $100) can drive traffic to a newly created landing page or website to increase views and grow that contact list. By incorporating simple SEO (search engine optimization), social media marketing, video marketing, joint ventures (partnering with like-minded companies and individuals), advertising and marketing can be amplified.
What’s more, if there’s a higher budget, nearly all of the activities in step five can be outsourced through services such as elance.com, guru.com, and fiverr.com. For every activity that can increase website traffic, there’s an expert who will be eager to assist.
The strategy to increase the number of clients and revenue is straightforward, but the benefits are vast. To read more about these five steps, pick up Mark Satterfield’s book The One Week Marketing Plan (August 2014; BenBella Books).
About the Author
Mark Satterfield is the founder and CEO of Gentle Rain Marketing, Inc. He specializes in working with consultants, advisers, and small businesses on how to get consistent streams of new business. Since 1992, he has helped clients in financial services, insurance, health care, consulting, real estate, advertising, training, recruiting, and more than 75 niche industries grow their businesses without cold calling or hard selling. Mark is the author of THE ONE WEEK MARKETING PLAN: The Set It & Forget It Approach For Quickly Growing Your Business, (www.BenBellaBooks.com)
Visit www.gentlerainmarketing.com for more information.