Advertising breaking the piggy bank? Try SMART marketing instead
Here are 7 tips for Marketing SMART. I hear things like this too often, “How do I allocate money I don’t have to marketing?”, “How do I know how to spend advertising dollars wisely?”, “Is it true I have to keep pouring money into promotion and just wait?”
In one word, “Nope!”
Instead lets keep that piggy bank closed until you have mastered the following list. Money will not grow your business any faster but it will make you cringe when you see that cash walk out your door with no new prospects walking in.
Without further ado, here are 7 tips for Marketing SMART.
Marketing SMART tip #1: Be transparent
Honestly, what is it you really do? Do your customers even know this? Also, what is it you really want to do? How can you bring that to the forefront? Lots of questions I know, but my point is this: don’t try and market something that isn’t there, it will back fire! Now that you are being real honest go and tell your ideal market WHO you really are.
Marketing SMART tip #2: Lead with your VALUE
Stop trying to waive a “good deal” or “incentive” in front of every potential customer. Never lead with your prices, you will lose big time. Lead with your value, always. Don’t feel your value is reflected in your prices? Up your value with quality, service, concept, and solutions. Stop teaching your customers that they deserve automatic rewards–they can shop on Amazon.com for those.
Marketing SMART tip #3: Be personal
You design, make, build, and write about your product or your business every single day. You are a real person in a real city very close to your real customers. Don’t hide behind your employee, your assistant, your email, or your status. Keep it real and be the face of your business! Are you really a “we”–if not, stop saying it. It’s ok to take credit for your business. After all, you did build it. And you run it. And your customers want to meet YOU.
Marketing SMART tip #4: Share your solutions
You have an ideal market and an ideal customer in mind. She or he is who you keep designing for, marketing to, and bringing back into your business. Think about their everyday problems and how your product or service can solve them. Promote these, share them, and lead with them over your “uniqueness”. Chances are your solution IS unique!
Marketing SMART tip #5: Be systems savvy
Keep systems for your marketing and promotion. Track everything! Know what worked, what kind of worked, and what totally failed. You don’t need to play any guessing games–you can make educated guesses but then try them out and see for yourself what really works.
Marketing SMART tip #6: Live and breath your CORE values
Have you ever sat down and written out a list of your 10-15 core values as a business? Do it! These values will show you what new prospects to dabble in, what joint ventures really fit, and how you can best reach your market. Here are 2 of mine–my work is a catalyst for sustainable success, and I’m the most efficient investments in my client’s venture. With every promotion or new product I go through my core values and see if they really match.
Marketing SMART tip #7: Take yourself seriously
Be serious, do serious work, and learn about your craft or industry like it’s your only job. Then build promotions that declare you or your business as an expert. Market like you are the absolute best your field has to offer.
*bonus Marketing SMART tip*: Stop throwing money in the burn pile
Money will not automatically increase your sales. Purchased marketing doesn’t equal higher traffic rates or better conversion. I teach my clients that UNTIL they have 10-12 new leads per month or a consistent increase in traffic sales of 20% they should not purchase marketing. Build value, sell your expertise, grow joint ventures, promote within, spread your good word, reward for referrals, and lead with your story. THEN you can buy marketing and pay for promotions. If they have never seen you before a paid ad will not make your ideal market see you faster.