Sounds good but don't fall for it. Those who tell you they'll do whatever you want are what I call 'order takers' and you should politely say No, thank you then go find business partners, suppliers, collaborators, colleagues who will consult/coach/advise you on the right things to do — and as importantly, the wrong things to be avoided — and who will openly share their expertise with you without you having to pull it out of them.
Here are a few stories to showcase the point:
1. I was explaining SEO to a new client and showing them that that's why their site wasn't performing. SEO had not been considered up front and therefore the site was not picking up traction. Their SEO score was 0%. Turns out that the client never specifically discussed or asked for SEO (because they didn't know what it was, nor that they should) so the web designer didn't address it. Now they have a site that looks pretty but isn't performing. Worse yet, they've lost time and money and are not achieving their goals.
2. Calling around to list brokers for pricing on a client project, I dealt with three different companies. All are relatively well known and reputable in the industry. Two of them simply ran counts for me without asking any questions of how the list was to be used and what the ultimate goal was. So, sure enough the next day I received the standard excel spreadsheets with counts popped into cells. A sales rep at the 3rd company picked up the phone so we could discuss the campaign in its totality and she gave me some great advice. She ran counts and even gave me alternate counts for other list uses. Guess who got our business? And, her list was the most expensive. Price doesn't always drive buying decisions, especially for professional services.
3. At a meeting with another client and their supplier, not once during the entire hour did their supplier take out a pen, offer up any solutions or advice. She just sat there on the couch with her briefcase closed beside her (and her mind just as closed) looking at her watch periodically, saying "I'll do whatever you want" every few minutes. But the point of the meeting was because we need your expertise to tell us what we SHOULD be doing to get the results we desire. That afternoon I was asked by my client to help them vet other suppliers.
4. A client mentioned that he'd read something about a new service now offered by a company he'd been doing business with and asked me to find out more. I called the supplier to ask if this is something we should be doing. Oh, yes he said. OK, but it would have made them look so much better if they had picked up the phone to call the client, as opposed to having them read a print ad. (It's called cross-selling and it works!) If the company had been proactive the client would not have had to use my retainer time to make calls, and would not have had to do the chasing. Now, you appear to be behind the professional 8 ball as opposed to the expert.
Bottom line, if you're on client side it's not always easy to ask the right questions because sometimes we don't even know what we don't know. But...if a potential supplier isn't asking you enough questions, or offering up consultative advice during a first contact, or if you feel like you're pulling info out of them, then politely say No, thank you and disengage. Then, use your network to get recommendations of expert consultative professionals to work with so that your business will thrive.
If you're on supplier side and a client tells you "This is what I want," it really means "This is what I want to achieve." Help them do that, and you're as good as guaranteed a repeat, long-term client.
© 2015 Affordable Marketing Solutions LLC. All Rights Reserved.
This newsletter uses copyscape.com to protect against plagiarism.
Thursday, July 30, 2015
Wednesday, July 22, 2015
Small Business Owners: Are You Sure You're Getting Through to Your Audience?
I get upwards of 200 emails or more per day. It's critical to my time management (and sanity) that I be able to distinguish immediately who sent me the email so that I can prioritize and be efficient. So, I started thinking about all the emails I delete when it isn't clear who the sender is. That thought led me to how critical it is that senders do everything they can to get through — literally and figuratively. And it's not just email either. This also applies to every other form of communication when reaching out to your customers and prospects.
Here's what I mean:
Ambiguous Subject Lines - It's raining politics these days and I'm on several email newsletter lists of my local politicians. I got an email from a name I didn't know with a ridiculously ambiguous subject line that I immediately thought was spam. At the end of the day when I cleaning out my inbox, I realized it was from my mayor's office and it was a fundraising campaign. Not the kind of thing you want folks to delete, I replied telling them what they should be doing better. No reply, but it hasn't happened again, so maybe I got through?
Gender Discrimination - So, yeah my first name is somewhat androgynous and could be construed either male or female, but...if you KNOW me, there's no excuse. Sure, I get it that you use "software" to address mass mailings, but still. What's the point of even using a Mr or a Ms or any other gender designation? Just use Dear First Name Last Name and you'll always be 100% correct and not piss anyone off. Last week I received a letter from an organization I am a member of. They know me. I've spoken with the Director on several occasions, but still the letter came to "Mr Randye Spina." Especially funny to me is when I get a call and the other end asks to speak to Mr Spina. I always say HE isn't here. So they retract and say they're looking for Randye Spina and I say Yes, this is SHE, which always prompts a nervous, embarrassed apology/giggle on the other end. Pay attention to these small details to show you're on top of your business game.
Speaking of Politics - Another email I received asked for input from the voters, so I replied as requested with my input and it bounced back to me undeliverable. What a terrible waste of everyone's time, their marketing spend, and their reputation/credibility. Even worse is that the valuable input they sought could not received. Always be sure you test your email links before sending.
Misleading Return Addresses - You can use all the tricks you want such as handwriting font to address mass mailed envelopes, teasers, and clever design, but if all you print is a PO Box as the return address without a company name, it's getting trashed. As most of us have opted into email delivery of statements and invoices, I know it isn't a bill, so why/what are you hiding? And why would you waste all that money? And, if you have that much money, can I have some? I promise I'll put it to much better use.
Pronunciation - Can you at least TRY not to mangle my name when you cold call me? Or, get my business name so wrong that I don't even recognize what you're saying. I've heard it all and while I understand that some words are indeed difficult to pronounce, at least don't completely change the name of my business please.
If you don't get the response you'd hoped for, this could be the reason why. So, when you want someone's attention to get their business, a donation, complete a survey or just simply check in, understand that time is money, people are busy and it is your responsibility to do everything you can as the initiator of the communication to do your very best to treat your customers and prospects with respect.
©2015 Affordable Marketing Solutions LLC. All Rights Reserved.
This blog uses copyscape.com to protect against plagiarism.
Here's what I mean:
Ambiguous Subject Lines - It's raining politics these days and I'm on several email newsletter lists of my local politicians. I got an email from a name I didn't know with a ridiculously ambiguous subject line that I immediately thought was spam. At the end of the day when I cleaning out my inbox, I realized it was from my mayor's office and it was a fundraising campaign. Not the kind of thing you want folks to delete, I replied telling them what they should be doing better. No reply, but it hasn't happened again, so maybe I got through?
Gender Discrimination - So, yeah my first name is somewhat androgynous and could be construed either male or female, but...if you KNOW me, there's no excuse. Sure, I get it that you use "software" to address mass mailings, but still. What's the point of even using a Mr or a Ms or any other gender designation? Just use Dear First Name Last Name and you'll always be 100% correct and not piss anyone off. Last week I received a letter from an organization I am a member of. They know me. I've spoken with the Director on several occasions, but still the letter came to "Mr Randye Spina." Especially funny to me is when I get a call and the other end asks to speak to Mr Spina. I always say HE isn't here. So they retract and say they're looking for Randye Spina and I say Yes, this is SHE, which always prompts a nervous, embarrassed apology/giggle on the other end. Pay attention to these small details to show you're on top of your business game.
Speaking of Politics - Another email I received asked for input from the voters, so I replied as requested with my input and it bounced back to me undeliverable. What a terrible waste of everyone's time, their marketing spend, and their reputation/credibility. Even worse is that the valuable input they sought could not received. Always be sure you test your email links before sending.
Misleading Return Addresses - You can use all the tricks you want such as handwriting font to address mass mailed envelopes, teasers, and clever design, but if all you print is a PO Box as the return address without a company name, it's getting trashed. As most of us have opted into email delivery of statements and invoices, I know it isn't a bill, so why/what are you hiding? And why would you waste all that money? And, if you have that much money, can I have some? I promise I'll put it to much better use.
Pronunciation - Can you at least TRY not to mangle my name when you cold call me? Or, get my business name so wrong that I don't even recognize what you're saying. I've heard it all and while I understand that some words are indeed difficult to pronounce, at least don't completely change the name of my business please.
If you don't get the response you'd hoped for, this could be the reason why. So, when you want someone's attention to get their business, a donation, complete a survey or just simply check in, understand that time is money, people are busy and it is your responsibility to do everything you can as the initiator of the communication to do your very best to treat your customers and prospects with respect.
©2015 Affordable Marketing Solutions LLC. All Rights Reserved.
This blog uses copyscape.com to protect against plagiarism.
Thursday, July 16, 2015
4 Key Differences of B2B vs. B2C Small Business Marketing
This past week I was asked to review the website of a company that's going through growing pains, having trouble getting their messaging down and not making any headway. Once I saw their site and social media communications, I could tell why they were having a problem.
This company sells high end, state-of-the-art custom software to solve a very specific business problem, yet they were communicating as if their end-user was a consumer. Their image came off juvenile and unprofessional even though their software solution is targeted to C-level executives.
Here's four differences to keep in mind when going B2B:
1. In B2B keep a check on your enthusiasm. You know what I mean — lots of exclamation points! Really high energy!! It's great to be so confident that your product or service is the best in class, just don't overdo it. If you prove it with facts, business folk will get it. Take it easy with exclamation points and overly bubbly language.
2. Testimonials must be positioned differently as well. Theirs were presented using first name only, no title or industry or company or last name. To me these appeared more like online reviews. Testimonials, combined with Case Studies or White Papers positioning your business as expert is a much better tactic to sell B2B.
3. Use the right communication vehicles. Direct mail is still the very best way to get the attention of a business owner or C-Level executive. Combine tangibility with a great sales call and you've got a fighting chance. For example, try testing a mailing and then follow up with a call. If it's a great mailing that stands out in some way the follow up call becomes much easier for your sales force. Email isn't nearly as powerful for a number of reasons not the least of which is that in my own inbox on any given weekday I receive 200+ emails amongst my various email accounts. I think we all are experiencing some level of digital drowning these days.
4. Timeline requires patience. Conventional marketing wisdom says it takes 3-5 touches for a consumer to make a purchase decision; 9-10 for B2B. This longer sales cycle requires patience and a lead nurture plan to close more sales. Using several communication channels will help stay in front of your leads. Here's where a strategic email stream (with their permission, of course) can help convert leads to sales. Tangibles such as White Papers, brochures, sell sheets and the like also play a role here as follow ups.
In the B2B game making a big impact in a professional manner is the key to success!!!! (Kidding.)
©2015 Affordable Marketing Solutions LLC. All rights reserved.
This blog uses copyscape.com to guard against plagiarism.
This company sells high end, state-of-the-art custom software to solve a very specific business problem, yet they were communicating as if their end-user was a consumer. Their image came off juvenile and unprofessional even though their software solution is targeted to C-level executives.
Here's four differences to keep in mind when going B2B:
1. In B2B keep a check on your enthusiasm. You know what I mean — lots of exclamation points! Really high energy!! It's great to be so confident that your product or service is the best in class, just don't overdo it. If you prove it with facts, business folk will get it. Take it easy with exclamation points and overly bubbly language.
2. Testimonials must be positioned differently as well. Theirs were presented using first name only, no title or industry or company or last name. To me these appeared more like online reviews. Testimonials, combined with Case Studies or White Papers positioning your business as expert is a much better tactic to sell B2B.
3. Use the right communication vehicles. Direct mail is still the very best way to get the attention of a business owner or C-Level executive. Combine tangibility with a great sales call and you've got a fighting chance. For example, try testing a mailing and then follow up with a call. If it's a great mailing that stands out in some way the follow up call becomes much easier for your sales force. Email isn't nearly as powerful for a number of reasons not the least of which is that in my own inbox on any given weekday I receive 200+ emails amongst my various email accounts. I think we all are experiencing some level of digital drowning these days.
4. Timeline requires patience. Conventional marketing wisdom says it takes 3-5 touches for a consumer to make a purchase decision; 9-10 for B2B. This longer sales cycle requires patience and a lead nurture plan to close more sales. Using several communication channels will help stay in front of your leads. Here's where a strategic email stream (with their permission, of course) can help convert leads to sales. Tangibles such as White Papers, brochures, sell sheets and the like also play a role here as follow ups.
In the B2B game making a big impact in a professional manner is the key to success!!!! (Kidding.)
©2015 Affordable Marketing Solutions LLC. All rights reserved.
This blog uses copyscape.com to guard against plagiarism.
Monday, July 6, 2015
Small Business Owners: Stop Giving it all Away!
Groupon, Amazon Local, Val-Pak, Comparison sites, Sunday coupons...discounts are everywhere but are not always a good thing. At least not for the small business owners.
It used to be that only high-priced ticket items were shopped. Now, consumers want to shop everything from toilet tissue all the way up to mortgages. If you're selling to consumers, there's more pressure than ever to discount your prices. While this can work great in limited circumstances, it is not a great long-term strategy to position your business because it diminishes your brand. Keep at this strategy and you'll never again be able to sell your wares full price.
Don't get caught in the endless no-win, price comparison and one-upping cycle. By following these easy-to-implement, affordable steps you'll never have to give it all away:
1. Keep a customer list - By creating marketing around your existing customers, you won't have to continually acquire new ones. Because acquisition can be up to 10x more expensive than retention you'll want to focus on retention marketing. Then, use acquisition to keep your pipeline active as necessary.
2. Strategically offer promotions - There's nothing wrong with using this strategy as a reward, but NEVER use it as a punishment. For example, including the words "for new customers only" anywhere in a promotion is suicidal. Why? How do you think a loyal customer feels when they see your mass-circulation ad that favors a newcomer rather than them? (And, they will see it). Me? I cringe when I see companies make this mistake. If I've been a loyal customer of yours then why aren't you rewarding ME? Try creating a rewards program or create a communication plan to stay in touch with your existing customers.
3. Category exclusivity is the best strategy - Here's what I mean: The other day I open up my daily Amazon Local newsletter and to my horror, I saw a former client of mine giving a deep discount. Even more horrifying was that her ad was just below a direct competitor's ad offering an even deeper discount. Oh my. If you're going to discount your services, then you must ask for category exclusivity. If you don't get it, you risk large-scale digital humiliation.
4. Deliver Killer Service - The best way I know to overcome tire-kickers and price-shoppers is to become the preferred supplier. The best way also happens to also be the easiest and least expensive marketing strategy there is! Have great customer services policies in place, hire friendly employees and train them well, know your customers' names, be flexible and don't act like a bureaucrat because you think that makes you look bigger. When I hear a small, neighborhood business say something ridiculous that includes the words "our policy" I cringe and walk away - for good.
5. Sell off Excess - Used in this way, you can cut losses and make people very happy! Here's what I mean: A former client would sell current inventory on amazon.com at deeply discounted prices. This led to consumer buying from there, rather than his own site, or in his retail store. When you do that, you're undermining your store/site's success so much so that no amount of SEO spend can ever be profitable.
So, before you think that discounting is your only option - keep in mind the long-term repercussions. Then, use basic retention marketing strategies instead. Fore more information on these strategies, ask for our newest whitepaper: The Three Phases of Marketing Every Small Business Owner Needs to Understand to Be Successful.
© 2015 Affordable Marketing Solutions LLC. All rights reserved.
This blog uses copyscape.com to guard against plagiarism.
It used to be that only high-priced ticket items were shopped. Now, consumers want to shop everything from toilet tissue all the way up to mortgages. If you're selling to consumers, there's more pressure than ever to discount your prices. While this can work great in limited circumstances, it is not a great long-term strategy to position your business because it diminishes your brand. Keep at this strategy and you'll never again be able to sell your wares full price.
Don't get caught in the endless no-win, price comparison and one-upping cycle. By following these easy-to-implement, affordable steps you'll never have to give it all away:
1. Keep a customer list - By creating marketing around your existing customers, you won't have to continually acquire new ones. Because acquisition can be up to 10x more expensive than retention you'll want to focus on retention marketing. Then, use acquisition to keep your pipeline active as necessary.
2. Strategically offer promotions - There's nothing wrong with using this strategy as a reward, but NEVER use it as a punishment. For example, including the words "for new customers only" anywhere in a promotion is suicidal. Why? How do you think a loyal customer feels when they see your mass-circulation ad that favors a newcomer rather than them? (And, they will see it). Me? I cringe when I see companies make this mistake. If I've been a loyal customer of yours then why aren't you rewarding ME? Try creating a rewards program or create a communication plan to stay in touch with your existing customers.
3. Category exclusivity is the best strategy - Here's what I mean: The other day I open up my daily Amazon Local newsletter and to my horror, I saw a former client of mine giving a deep discount. Even more horrifying was that her ad was just below a direct competitor's ad offering an even deeper discount. Oh my. If you're going to discount your services, then you must ask for category exclusivity. If you don't get it, you risk large-scale digital humiliation.
4. Deliver Killer Service - The best way I know to overcome tire-kickers and price-shoppers is to become the preferred supplier. The best way also happens to also be the easiest and least expensive marketing strategy there is! Have great customer services policies in place, hire friendly employees and train them well, know your customers' names, be flexible and don't act like a bureaucrat because you think that makes you look bigger. When I hear a small, neighborhood business say something ridiculous that includes the words "our policy" I cringe and walk away - for good.
5. Sell off Excess - Used in this way, you can cut losses and make people very happy! Here's what I mean: A former client would sell current inventory on amazon.com at deeply discounted prices. This led to consumer buying from there, rather than his own site, or in his retail store. When you do that, you're undermining your store/site's success so much so that no amount of SEO spend can ever be profitable.
So, before you think that discounting is your only option - keep in mind the long-term repercussions. Then, use basic retention marketing strategies instead. Fore more information on these strategies, ask for our newest whitepaper: The Three Phases of Marketing Every Small Business Owner Needs to Understand to Be Successful.
© 2015 Affordable Marketing Solutions LLC. All rights reserved.
This blog uses copyscape.com to guard against plagiarism.
Wednesday, July 1, 2015
6 Ways You Benefit From Working with a Small Business Marketing Consultant
Most entrepreneurs I've done business with over these past nine years have come straight out of corporate jobs where they had marketing departments. They never had to think about this critical role of the business and therefore just took it for granted.
Once on their own they thought Hey, I can do this but then realize they don't really know how. They try and try, wasting precious time and budget but make no headway; lying awake in the middle of the night wondering what the heck they're doing wrong. Working with a small business marketing consultant gets you well on your way to getting it right, the first time without wasting time or budget. (And, you'll sleep better too.)
Think of working with someone like myself akin to the role of a General Contractor or an Interior Designer. Someone with the specific expertise and creative leadership skills who act as your advocate to help you take your vision from concept to reality — a 'connect the dots' kind of role. And, of course, someone who has built partnerships with proven professionals so that you don't become someone's guinea pig. As a neutral third-party I'm not selling you anything but my expertise which is more important than ever because there are more marketing tools and techniques than ever before. This makes for both good and bad marketing decisions: Good because now sending a postcard isn't the only way to stay in touch; bad because, well there are more marketing tools and techniques than ever before!
Here's why you should consider working with a small business marketing consultant:
1.Advocacy - When you work with me, I am firmly planted by your side. I will not let you do something that will hurt your business. I can't tell you how many times I've saved a client from a bad marketing decision. Here's a recent example: My client will be opening a storefront business soon and, of course, those who buy new business lists started selling to him right away. He was bombarded with offers from all kinds of media, new programs, software sellers and more. He had no idea the questions to ask to vet each opportunity's value. Had it not been for having me on his team, he would have been discounting his services before even opening his doors for business. And paid to do so.
2.Network of Proven Professionals - You can waste your time searching around for just the right graphic designer, web developer, printer, email service, etc. or you can spend your time with your own clients and running your business. It would take an outsider years to build the relationships that a consultant like me has access to. Here's another example: Not understanding the nuanced differences in skill sets of website developers, a client of mine engaged a developer that was not the right fit for her needs. Why? His skill set was better suited to large-scale ecommerce sites and my client was a work-from-home PR consultant. She did this outside the project I was doing for her and so she signed an agreement and paid him without consulting me. Website developers are not created equal. Some have very specific technical expertise suited to large-scale sites where a database must be built, some focus on the design of the site, some on the usability experience, some on the SEO, some on the...well, you get the idea. Had she consulted me she would have paid less and gotten a better outcome.
3.Having a plan - Without specific expertise in marketing (and even more specifically, small business marketing) small business owners sometimes engage in what I call the "Spaghetti Method of Marketing" — they cobble together a haphazard jumble of tactical steps without considering the big picture then throw it up on the wall to see what sticks. Here's a story that showcases this point well: During the depths of the recession a few years ago a client had tried and tried to keep her customers coming back to her. The problem was that her business – a day spa – is one of those personal ‘treats’ that are the first things to get cut when money is tight. She took out some inconsistent ads in the local newspaper that ate up a big chunk of her budget and weren’t performing. Out of money and ideas, and very frustrated – she called me. This seasoned business had been operating for almost a dozen years so she had a customer list of hundreds of mailing addresses, phone numbers routinely used to confirm appointments, and some emails (never used). I put together a communications plan for her to follow which included opening up an email account to inexpensively communicate with those customers whose email addresses she had, and then I created a plan to contact those whose emails were either no longer valid or were missing either by phone or mailing an inexpensive postcard. Voila!
4.Having a budget - A direct benefit of having a good plan is that it creates a budget. Having a well-thought out specific marketing budget means you can plan for expenses, get a better handle on choosing the right suppliers, and not get taken by the urge to try every new sexy tech solution. Here's a big ouch story: Construction company secretary meant well when she told the owner that a coupon company salesperson kept calling her with all these great deals, so the owner spent a couple thousand dollars to participate in their next mailing of more than 50,000 households. Sounds promising, but the problem was that these coupons are mailed to apartment, condo, and townhome households NOT just single-family homes — the company's target market. So, most of his money was wasted and because he was pressured not simply to advertise, but to offer a discount, he got a lot of tire-kickers looking to beat him up for the lowest price. The whole effort bombed. Then, he called me. I took that same money, purchased a list of single-family homeowners then using his existing stationery, envelopes and business cards, created a direct mail letter that brought in business.
5.Understanding the Phases of Marketing - The Acquisition, Retention and Reactivation phases guide the strategy of which marketing methods to use at any given time. Not understanding these lead to very expensive mistakes. Here's what I mean: A telecommunications company purchased an email list. They spent a significant portion of their marketing budget on the list purchase and the effort failed. Why? Email Acquisition will almost always fail in the B2B segment because email filters are often so tight, nothing gets through. And, because B2B email lists are usually 20% more expensive than a standard mailing list, the break-even point can be unattainable. Had they consulted with me beforehand (not after as they did), I would have advised them that email marketing is ONLY appropriate for Retention or Reactivation strategies and would have recommended they purchase the standard mailing list and either had a postcard designed or suggested they use their existing stationery as a direct mail package.
6.Connecting all the dots - Sometimes I see a situation where a client has a sales function and has a technical function, but no marketing to pull it all together. This leads to missed opportunities, mixed messages and other problematic roadblocks to creating more revenue. This last story is a perfect example: A custom software company has a large pool of tech coders writing software to continually better their product. The company also had several salespeople strategically located across the US. They had a website built by the owner (a software engineer) and his in-house tech team. Sales was never asked for their input. This resulted in a website filled with technical jargon that did not support the sales team, so each salesperson had to create their own stories on the fly out in the field. On occasion a prospect would go to website and get a completely different message. I worked with both sides to create a benefit-driven website as well as marketing collateral materials to use in the field and at trade shows. Everyone was now on the same page with the same branding and messaging. Ah...marketing nirvana at last.
Affordable Marketing Solutions LLC is your small business marketing consultant and advocate. Since 2007 I've been helping entrepreneurs, small business owners and self-employed professionals grow their small businesses using profitable marketing techniques.
My team and I have helped hundreds of businesses across the United States in industries as diverse as construction, insurance, health and wellness, aviation, consulting, legal, non profits, the arts, retail, professional associations and more use their limited marketing budgets effectively and efficiently without wasting time or money.
Contact us for your no-obligation 15 minute consultation to see how we can help you make sense of your small business marketing. randye@myaffordablemarketing.
©2015 Affordable Marketing Solutions LLC. All rights reserved.
Once on their own they thought Hey, I can do this but then realize they don't really know how. They try and try, wasting precious time and budget but make no headway; lying awake in the middle of the night wondering what the heck they're doing wrong. Working with a small business marketing consultant gets you well on your way to getting it right, the first time without wasting time or budget. (And, you'll sleep better too.)
Think of working with someone like myself akin to the role of a General Contractor or an Interior Designer. Someone with the specific expertise and creative leadership skills who act as your advocate to help you take your vision from concept to reality — a 'connect the dots' kind of role. And, of course, someone who has built partnerships with proven professionals so that you don't become someone's guinea pig. As a neutral third-party I'm not selling you anything but my expertise which is more important than ever because there are more marketing tools and techniques than ever before. This makes for both good and bad marketing decisions: Good because now sending a postcard isn't the only way to stay in touch; bad because, well there are more marketing tools and techniques than ever before!
Here's why you should consider working with a small business marketing consultant:
1.Advocacy - When you work with me, I am firmly planted by your side. I will not let you do something that will hurt your business. I can't tell you how many times I've saved a client from a bad marketing decision. Here's a recent example: My client will be opening a storefront business soon and, of course, those who buy new business lists started selling to him right away. He was bombarded with offers from all kinds of media, new programs, software sellers and more. He had no idea the questions to ask to vet each opportunity's value. Had it not been for having me on his team, he would have been discounting his services before even opening his doors for business. And paid to do so.
2.Network of Proven Professionals - You can waste your time searching around for just the right graphic designer, web developer, printer, email service, etc. or you can spend your time with your own clients and running your business. It would take an outsider years to build the relationships that a consultant like me has access to. Here's another example: Not understanding the nuanced differences in skill sets of website developers, a client of mine engaged a developer that was not the right fit for her needs. Why? His skill set was better suited to large-scale ecommerce sites and my client was a work-from-home PR consultant. She did this outside the project I was doing for her and so she signed an agreement and paid him without consulting me. Website developers are not created equal. Some have very specific technical expertise suited to large-scale sites where a database must be built, some focus on the design of the site, some on the usability experience, some on the SEO, some on the...well, you get the idea. Had she consulted me she would have paid less and gotten a better outcome.
3.Having a plan - Without specific expertise in marketing (and even more specifically, small business marketing) small business owners sometimes engage in what I call the "Spaghetti Method of Marketing" — they cobble together a haphazard jumble of tactical steps without considering the big picture then throw it up on the wall to see what sticks. Here's a story that showcases this point well: During the depths of the recession a few years ago a client had tried and tried to keep her customers coming back to her. The problem was that her business – a day spa – is one of those personal ‘treats’ that are the first things to get cut when money is tight. She took out some inconsistent ads in the local newspaper that ate up a big chunk of her budget and weren’t performing. Out of money and ideas, and very frustrated – she called me. This seasoned business had been operating for almost a dozen years so she had a customer list of hundreds of mailing addresses, phone numbers routinely used to confirm appointments, and some emails (never used). I put together a communications plan for her to follow which included opening up an email account to inexpensively communicate with those customers whose email addresses she had, and then I created a plan to contact those whose emails were either no longer valid or were missing either by phone or mailing an inexpensive postcard. Voila!
4.Having a budget - A direct benefit of having a good plan is that it creates a budget. Having a well-thought out specific marketing budget means you can plan for expenses, get a better handle on choosing the right suppliers, and not get taken by the urge to try every new sexy tech solution. Here's a big ouch story: Construction company secretary meant well when she told the owner that a coupon company salesperson kept calling her with all these great deals, so the owner spent a couple thousand dollars to participate in their next mailing of more than 50,000 households. Sounds promising, but the problem was that these coupons are mailed to apartment, condo, and townhome households NOT just single-family homes — the company's target market. So, most of his money was wasted and because he was pressured not simply to advertise, but to offer a discount, he got a lot of tire-kickers looking to beat him up for the lowest price. The whole effort bombed. Then, he called me. I took that same money, purchased a list of single-family homeowners then using his existing stationery, envelopes and business cards, created a direct mail letter that brought in business.
5.Understanding the Phases of Marketing - The Acquisition, Retention and Reactivation phases guide the strategy of which marketing methods to use at any given time. Not understanding these lead to very expensive mistakes. Here's what I mean: A telecommunications company purchased an email list. They spent a significant portion of their marketing budget on the list purchase and the effort failed. Why? Email Acquisition will almost always fail in the B2B segment because email filters are often so tight, nothing gets through. And, because B2B email lists are usually 20% more expensive than a standard mailing list, the break-even point can be unattainable. Had they consulted with me beforehand (not after as they did), I would have advised them that email marketing is ONLY appropriate for Retention or Reactivation strategies and would have recommended they purchase the standard mailing list and either had a postcard designed or suggested they use their existing stationery as a direct mail package.
6.Connecting all the dots - Sometimes I see a situation where a client has a sales function and has a technical function, but no marketing to pull it all together. This leads to missed opportunities, mixed messages and other problematic roadblocks to creating more revenue. This last story is a perfect example: A custom software company has a large pool of tech coders writing software to continually better their product. The company also had several salespeople strategically located across the US. They had a website built by the owner (a software engineer) and his in-house tech team. Sales was never asked for their input. This resulted in a website filled with technical jargon that did not support the sales team, so each salesperson had to create their own stories on the fly out in the field. On occasion a prospect would go to website and get a completely different message. I worked with both sides to create a benefit-driven website as well as marketing collateral materials to use in the field and at trade shows. Everyone was now on the same page with the same branding and messaging. Ah...marketing nirvana at last.
Affordable Marketing Solutions LLC is your small business marketing consultant and advocate. Since 2007 I've been helping entrepreneurs, small business owners and self-employed professionals grow their small businesses using profitable marketing techniques.
My team and I have helped hundreds of businesses across the United States in industries as diverse as construction, insurance, health and wellness, aviation, consulting, legal, non profits, the arts, retail, professional associations and more use their limited marketing budgets effectively and efficiently without wasting time or money.
Contact us for your no-obligation 15 minute consultation to see how we can help you make sense of your small business marketing. randye@myaffordablemarketing.
©2015 Affordable Marketing Solutions LLC. All rights reserved.
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