Today we’ll look at how the kings of industry wine, dine and otherwise cajole prospects.
Most successful professionals use a series of information based ads that build emotion and include a call to action. These are much more effective than standard company branding advertisements. The same principles that go into putting together a high impact (and, often, high priced) ad campaign can be adapted to fit your needs with similar results. In this blog edition, we’ll look at some of the elements utilized by larger companies to propel their marketing success.
Here are some ways you can put together and execute a professional, effective ad campaign:
- Develop a short report you’ll automatically send to prospects when they contact you. This should include a short description of your business and what you specialize in. Don’t forget to include case studies, samples or other proof of your success.
- Consider newsletters as a way of educating and informing customers about your industry and the services you offer.
- Offer a free seminar, webinar or other lecture to build awareness of your business. Make sure you include information pertinent to your target market. If you utilize outside speakers, find those who are respected and known in the industry.
- Always test different versions of your ads to find the most effective ones.
- Use direct mail marketing to grow your business.
- Put together a database of previous customers and send them new information.
- Offer incentives such as frequent purchasing benefits, loyalty programs, referral programs or others.
- Approach large firms who may need your services and negotiate a deal to be their exclusive expert in your field.
- Offer a 24-hour information line with a regularly updated recorded message. Make this available to all past and future customers/clients.
- Donate time or materials to local charities to show support in your area.
- Offer clinics for the general public to attend to discuss what their needs. Make these clinics free and approachable.
- Organize seminars your customers/clients can pay to attend by putting together a high-perception value package.
- Approach local newspaper and offer to write a weekly column focused on your area of expertise. Don’t ask for money, just a byline and bio.
- Develop a weekend or other destination seminar for customers/clients. Not only does this give you an action-packed weekend with the most important people, it gives them a tax-deductible business adventure.
- Take a good seminar and turn it into written form as a home study, member site program, audio or video program.
- Approach large companies and offer to give seminars to their employees, investors or management.
- Be proactive with your marketing plan.
- Barter for your marketing. Offer products or services in lieu of payment.
- Be willing to bring in new clients, even if at an initial loss because it will likely pay off later.
- Make offers to target markets or target market businesses to pay them for referrals or shared databases.
- Give away something free to everyone who brings in a print version of your advertisement. This is a great way to see which ads are giving you the most bang for your buck.
- Continually consider what new products/services you can offer to current customers/clients.
- Develop a mail order division of your company.
- Offer a proposition to your competitors to trade customers/clients you were both unsuccessful in selling to.
- Use different marketing tactics as an excuse to attract new customers/clients with new offers and goodies.
- Offer a “you-choose-the-price” program. This is especially good for product you just can’t seem to sell.
- Get involved in your community: Volunteer or donate to local civic clubs, causes or events.
- Join your local Chamber of Commerce and attend the networking events and other activities throughout the year. Volunteer to make a presentation for their members.
- Become a board member of a local organization.
- Join a local, state or regional organization that offers networking opportunities to its members.
So, there are 30 great ways to market to other professional and businesses.
Advertising should never be your only method of marketing There are a myriad of ways to get your name out there in a way that feels personal to potential customers/clients.
“Effective advertising…must be used to get your name out to the public. If your name is not familiar to people, they will not come to you.” Jay Abraham
If you’re not sure where to start with your marketing plan or how to reach out to your local community, competitors, customers/clients and others who could influence your business in a highly positive way, view the FREE video on my website to experience the tools and resources we have to boost your business to the next level and beyond. Scroll to the bottom of the page and click the link, “See How We Get Our Clients Results!”