Inviting Change in 2020
“When prospects ask us what makes us different from our competitors, we don’t have a good answer. We need help to improve our messaging.”
“We’re really good at servicing our clients – once we get them, we keep them. If we could just get more clients like the ones we have now, we’d be in really good shape.”
“Our company has one client that drives about 80% of our business. Right now we can’t afford to lose them. We’d like to balance things out with some new clients.”
It’s that time of year – when companies are looking inward and making note of things they’d like to improve. Typically, when we talk with business leaders, the top 2 things they they tell us they’d like to change is:
1) They want to bring in more clients. They have tried a variety of marketing tactics but are frustrated that it hasn’t moved the dial much in attracting new customers.
2) They want new messaging that better explains who they are and what makes them unique so they can better attract new clients.
Bottom line: they want more leads in their pipeline.
Here’s a few tactics that we’ve seen bring success to campaigns:
Marketing Plan: Having a ‘marketing blueprint’ is the antithesis to the “let’s throw it on the wall and see if it sticks” approach (commonly used). It provides an objective perspective that leaders can’t see – they’re just to close. A plan can outline the strengths and weaknesses of the business. It improves their messaging. It also highlights what they are doing that their competitors aren’t. Lastly, it makes recommendations of which marketing tools they should use.
Repeatedly, businesses that start with a plan have more successful campaign results than those who don’t.
Newsletters: A top reason that customers ‘fade away’ is because they think they aren’t valued. Staying in touch with your clients shows them you care – and reminds them about your services at the same time. No time to do your own newsletter? This is a service that is easily outsourced: you can have it written, designed and sent out for you.
Videos: They are everywhere and they aren’t going away. Viewers find them easy to watch. A 30-second video tells you so much more about a person than just reading their bio. It gives you a flavor of their personality. There’s numerous ways to incorporate videos into promoting your business, from a ‘how-to’ tutorial to a funny holiday greeting.
Drip Campaigns: Many businesses fall short on the follow up. Automated emails are designed to automatically touch base with your prospects at designated times, so forgetting to follow up is a thing of the past.
Here’s to a happy, healthy and marketable new year!
