Cogitations, Ruminations & Recommendations . . .
From GroupLevinson Advertising, Branding, Websites, Social Media & Public Relations
Happy June! It’s hard to believe that next month starts the second half of 2023. It’s a good time to review your marketing plans from Dec. or Jan. How are the results? How do they compare to your goals & expectations. June/July is a perfect time to reflect & then course correct.
Even if your product is dryly technical or legal, emotion still plays a big part in the decision to buy. Believe it or not, similar emotional feelings trigger the purchase of a Ferrari as it does for your product; for example, the customer wants to feel smarter, state-of-the-art, being right, a leader, ahead of others, …
Many believe we are either in a recession or headed for one. In light of that, have you planned your marketing for change? I’m not speaking about cutting back, rather I’m speaking about tailoring marketing & message to pivot to customers’ recession needs? Take advantage of weaker competitors’ cutting back.
Retailers know that the use of urgency is a strong motivator leading to closing the sale. What if you’re not in retail? Manufacturing, professional services & non-profits can learn & be creative in harnessing timing, price change, interest increases and other factors to create marketing urgency.
Are your marketing campaigns targeting customers, or people who refer business to you. Perhaps you need both. Often a different message and media are required but sometimes not. Research where you get most new business-from customers or from people who refer? Then craft your campaign.
Everyone likes more education about what you and your business does for people. (Look you’re following my tips to learn more about marketing). So you use education as the driver of leads and business too. Organize seminars, podcasts, videos, white papers & more to attract prospects through education.
How often do you check out your competition? Make it a semi-annual activity. Do a search. Visit their websites & blogs & social media. Find out what they’re saying or what they’re not saying. What products and services are they promoting? Fix your weaknesses and exploit theirs.
Tip 12 of 12 For Generating Leads That Lead To Sales: Hold Thought Leadership panels and events. Promote a timely, broad topic. Invite a relevant business list. Your list is key. Budget for mass-advertising of the event to attract potential leads you don’t know yet. Plan follow-up marketing.
Tip 11 of 12 For Generating Leads That Lead To Sales: Circle back to old contacts and clients. You never know why they left or how much more they’ll appreciate you now. Keep a list of former clients. Check in & ask them if they’d like to come back. Keep them on your newsletter list.
Tip 10 of 12 For Generating Leads That Lead To Sales:Develop a monthly newsletter & urge people to pass it on. Email or mail to audiences with lead potential. Enable sign up on your website. Prospect to those who become new additions to the list. Create a call to action on every newsletter.