I’ve been talking to a lot of people about what works and what doesn’t with their marketing techniques. It seems that this is a hot topic right now. The conversation normally starts along the lines of “advertising doesn’t work?.” or “I so hate cold calling?.” – but they can’t tell me what does work for them and their business and they should be doing instead.
The thing is, you don’t have to do cold calling if you don’t want to, and if advertising is not working, then leave it well alone. Just a side note: advertising does work (one of my early corporate clients saw a 1,000% increase in sales with a carefully researched and well crafted ad), but you tend to have to invest a lot of budget to do it on a consistent basis, to reach the maximum amount of people possible: this kind of spend is not normally viable for small business owners).
Well, there’s a very easy and sure-fire way to find out what marketing techniques or methods work best for you.
Firstly, write a list of all your clients (old and new) plus all your prospective clients that are currently in your pipeline.
Next to each name, write down where you first met that person or how they came to hear about you.
Now look through that list and you’ll see trends or patterns emerging. You may discover that all your clients and pipeline prospects have come via networking meetings, personal referrals (maybe someone in particular) and from your newsletter list.
OK, so you may get the odd one coming from somewhere else, but generally you should quickly discover the top marketing techniques that work best for you and your business.
Now all you have to do is concentrate on these three methods, doing more of the same! Of course, I would always advocate using six or seven marketing methods at any one time to promote your business and always test, test and test. But looking at your clients and prospect list in this way will immediately show you your top three – that are guaranteed to work for you.
And as the meerkats say – “Seemples!” (and who says advertising doesn’t work?!!)
Have a great week,