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How_To_Create_The_Ultimate_Small_Business_Marketing_System_In_7_Simple_Steps
| How To Create The Ultimate Small Business Marketing System In 7 Simple Steps
Copyright 2005 John Jantsch
Let me get right to the point. The single most powerful small
business marketing tool on the planet is a marketing system.
But … when I talk about a marketing system I am not referring to
those academic exercises found in college marketing books.
A marketing system by my way of thinking is a simple (in many
cases one page) document that specifically answers who you are,
what you do, who needs it, how you plan to grab them by the
throat, when you plan to do it and how you plan to pay for it…in
a way that everyone in your organization, network, and client
base can clearly understand.
So, let’s break it down into some simple steps.
1) Narrow Your Focus – create a description of your ideal
client. Describe them as though they are sitting across the desk
from your at this moment. Define only the market that you know
needs what you offer and values what you have to offer. It is
just as important to understand who you don’t want as a client.
2) Find and Communicate Your Core Difference – Even if your make
it up, you’ve got to find something that makes your business
stand out from the pack. Once you do, you’ve got to build your
entire marketing program around this difference. Is it red
trucks, is it an unheard of guarantee, is it a very specific
market niche. You can’t stand out trying to be all things to all
people.
3) Package Your Business – Look for ways to build your unique
difference into the experience your client or prospect has with
your firm. Everything about your firm should communicate and
deliver your unique promise. Package your services as products,
communicate your unique process, name your service offerings.
4) Educate – Throw away the sales brochures and create marketing
materials and web site content that clearly speaks to your ideal
client and gives proof that your indeed uniquely qualified to
solve their problems. Create case studies, testimonial sheets,
client lists, process description, service descriptions, the
story of why you started your business.
5) Install the Lead Generation Trio – Advertising that generates
permission, public relations that provide proof and referral
systems that guarantee trust. Each of these three lead
generating tactics works hand in hand to create a non stop flow
of highly qualified leads.
6) Automate and Dominate – Once you start to create a flow of
leads let technology do the heavy qualifying and selling for
you. Ezines, email, blogs, web sites, white paper delivery,
subscription lists – all must be automated in order to most
effectively communicate as consistently as is necessary in
today’s advertising message onslaught.
7) Live by a Calendar – Create the system and then work the
system. Do whatever you must to make sure that you do at least
one marketing activity every single day. Create a monthly
calendar and give each month a marketing system theme. Get
everyone in your organization involved – put the calendar in a
very public place.
About the author:
John Jantsch is a marketing coach and creator of Duct Tape
Marketing. You can find out more about the Ultimate Marketing
System at:
http://www.ducttapemarketing.com/Ultimate-Marketing-System.htm
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