Archive for December, 2013

When it Comes to Your Marketing Message, What You Say Matters!

Posted on December 27, 2013. Filed under: Business, Business Development, Marketing, Small Business | Tags: , , , , |

Blog Image-  What-You-Say-MattersWhen it comes to getting your potential customers to take ACTION and PURCHASE your product or service, what you say really matters!  For a business to consumer (B2C) type of company, potential customers are more moved by emotional reasons rather than logical reasons for purchasing, so creating messaging that plays into the emotional side of the sale, really works well for a B2C type of business.

On the other hand, for a business to business (B2B) type of company, businesses are less interested in the emotional side of the sale and more interested in the cold hard facts and the bottom line!

So how do you make sure you are communicating your message effectively?

Business to Consumer (B2C)

  1. Know the WANTS of your customers
  2. Know how your customer FEELS
  3. Know how your customer would like to FEEL
  4. Show your customer how your product or service can make them FEEL
  5. Show the BENEFITS of your product or service
  6. Show other customers just like them who are enjoying your product or service

Business to Business (B2B)

  1. Know the NEEDS of your customers
  2. Know the PROBLEMS your customers may be having
  3. Show how your product or service solves the PROBLEM
  4. Show how your product or service can INCREASE the bottom line
  5. Show other companies who have used your product or service and have found success

How you communicate to your target market can make the difference between SUCCESS and FAILURE.  Use messaging that your target market can UNDERSTAND and RELATE TO.   

What type of marketing messaging have you found to be successful for your business?

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How do you differentiate your small business from all of the rest?

Posted on December 17, 2013. Filed under: Business, Business Development, Business Planning, Marketing, Small Business | Tags: , , , , |

Your small business is probably not the only business in the world that does what you do, so how do you differentiate your company from all of the other companies out there?  The answer can be found in identify your unique selling proposition (usp). These are the things that make you and/or your company different, but sometimes it can be difficult to figure out what your unique selling proposition is?  Follow these three tips to help you to differentiate yourself from the rest of the market:

  1. KNOW YOUR INDUSTRY–  the first step is to know what is going on in your industry.  What is the latest and greatest thing out there.  What changes have you seen in your industry?  What has remained the same in your industry?  How can you be an innovator within your industry?  You want to make sure your company is doing things differently, don’t go with the flow, go against it!  Most of the major brands out there became successful, by doing it differently or offering it in a different way.  Apple did not get to be such a major brand by following the crowd and doing it the same way as the others in their industry, no Apple became a super brand by being innovative!
  2. KNOW YOUR COMPETITORS–  It helps to  know what your competitors are doing, so you can be aware of what they are offering and how you can offer it in a better way.  Nobody really likes to snoop around (well maybe some people do), but it helps to secretly shop your competitors and get to experience the way they do business.  Sam Walton the founder of WalMart was known to be obsessed with his competitors, he wanted to know what they were doing, how they were doing it, when they were doing it, etc. so he could do it better!
  3. KNOW YOUR AUDIENCE–  I know I probably say this in almost every post, but knowing your target market inside and out is really key in knowing the needs of your customers, and identifying what makes your product or service the ideal solution for your customer.  McDonald knew that people wanted food quickly.  They did not plan to be the best burger and fries out there, but created a system that offered reasonably good food (I know that is debatable)  in a very fast way, which is what the consumers wanted!

So if you strive to be innovative, to do things differently than your competitors, and to know the needs of your audience, you are on the path to differentiate yourself from the rest of the market and becoming a successful brand!

What ways do you use to differentiate your small business?

 

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How to reach your IDEAL Target Market

Posted on December 11, 2013. Filed under: Business, Business Development, Business Planning, Marketing, Small Business, Uncategorized | Tags: , , |

One of the first steps to any successful marketing campaign is to IDENTIFY your IDEAL target market.  When it comes to identifying your ideal target market, there are two main factors that you should consider:

  1. DEMOGRAPHICS–  this is a description of your target market that includes factors such as age, gender, income level, marital status, ethnicity, etc.
  2. PSYCHOGRAPHICS–  this is a description of the personality type and interests of your target market and includes things like, values, beliefs, characteristics, hobbies etc.

Once you take the time to describe your target market, then you are better able to REACH your ideal target market!

The next step after defining your target market is finding out where your target market gathers in LARGE quantities both online and offline.  This could include places like:

    • Associations
    • Clubs
    • Organizations
    • Conferences
    • Tradeshows
    • Networking Events
    • Meetup groups
    • Facebook groups
    • LinkedIn groups
    • Specific Social Networking Groups

Now you know WHO your target market is and WHERE they hangout, the next step is HOW to reach out to them, and this could include activities such as:

    • Sponsoring Events
    • Participating in Tradeshows
    • Attending Conferences
    • Speaking at Meetings
    • Joining Clubs & Organizations
    • Partnering with associations
    • Online Advertising
    • Adding to conversations on online groups

Once you know WHO your target audience is, WHERE they hangout in large quantities, and HOW to reach out to them, you are ready to start executing your marketing campaign.

What other techniques do you use to identify and reach out to your target market?

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Learn How to Create a SIMPLE and EFFECTIVE Marketing Plan

Posted on December 2, 2013. Filed under: Business, Business Development, Marketing, Small Business, Uncategorized | Tags: , , , |

marketing-strategy-planYou may have heard that all small businesses should have a marketing plan, but did you know that very few actually take the time out to create one.  The task of creating a marketing plan may seem daunting and intimidating, but you can create a simple and effective marketing plan by answering the following 8 key questions about your business:

  1. Who is your target market?

    You’ve probably heard this before, but it is VERY important to understand exactly who your target market is for your product or service.  When it comes to understanding your target market, it is not limited to just knowing the demographics like the age range, gender, geographical location, income level, etc., but also knowing the psychographics of your target market.  This includes items such as belief system, personality traits, attitude, etc.  Once you understand the demographics and psychographics of your target market, then your marketing effort becomes much easier!

  2. What is the problem that your target market has (as it relates to your product or service)?

    List specific problems that your target market has as it relates to your product or service. žImagine how these problems make your target market feel stressed out, overwhelmed, uncertain, etc. Once you fully understand how your target market feels, you will be better able to communicate effectively to your target audience!

  3. How does your product or service solve that problem?

    žBe sure to focus on how the benefits of your product or service solves their problems.  You can mention some product features, but the benefits are what people are interested in. Benefits focus on the advantages i.e. your product makes a person look younger, become healthier, etc., and features focus on the characteristics of your  product or service i.e. over 10 years on the market, fast acting, etc. Your message should be 80% about the benefits of your product or service, and only 20% about the features!  

  4. Why should they buy from you and not your competitors?

    žWhat is your unique selling proposition? These are the things that make you and/or your company different. Your customers want to know what makes you better than your competitors.The more able you are to effectively communicate why your company is the best solution, the better your marketing efforts will be.

  5. Where is your target market?

    You need to find out where your target market is located geographically and specific locations. This could include local (cities, counties, etc.), international (countries). žPlaces could include associations, festivals, groups, organizations, etc.Find out where your target market is in large quantities, so you can reach them in large quantities.

  6. How do you reach your target market?

    Are you reaching out to your target offline through networking, advertising, media, or žonline through your website, social networks,blogging, etc.You should have several ways both online and offline to reach out to your target market.

  7. When do you reach out to your target market?

    Create a marketing calendar. Plan out the next 90 days, 6 months, to a year of marketing activity.  Schedule your activity daily, monthly, quarterly, and stay organized.Plan out your marketing activity in advance in order to successful execute your marketing activities.

  8. What do you say to your target market?

    How you communicate to your target market can make the difference between success and failure.  Use messaging that your target market can understand and relate to.Use appropriate messaging that your target market can relate to.  žKnow the best keywords and buzz words to use in your content.

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