Marketing for businesses can fall into several categories. Marketing that's too complicated can lead to never getting it done, while marketing that's ineffective can lead to its early demise. Neither of these scenarios helps a business achieve the ultimate goals for successful marketing: leads and sales.
Fortunately, effective marketing does not need to be complex in order to yield results. Follow these three steps to build a sustainable marketing program.
Step 1: Get Found
It's simple. No matter how great your service or business is, it won't matter much if your customers can't find you. Just as important, they have to be the right kind of customers for your business and your products. Your company needs to be found in the places your customers frequent the most. Your customers don't spend all of their time in one space, and neither should you. Get the word out about your business through effective multi-media campaigns.
Step 2: Convert
Capturing their attention is only the first step. In order to make it effective, you must get your prospect to engage with you somehow. Your content and sales information has to turn tire kickers into buyers. Get them to act by making a great offer. It doesn't necessarily have to be a discount; it can be an offer for free information or anything that your prospect finds valuable in order to help them make a decision about what you sell. Engage them and offer them value before you ask for a sale, click, or call. But do ask for them to act.
Step 3: Analyze, Test, Improve, & Repeat
The only way you can improve your marketing is to constantly track, test, and tweak. Constantly work at improving the results. But above all remember that consistency is the key to any successful marketing. You must have an active marketing calendar that takes into account where, how, and what your customer wants to learn about your company.
Marketing your company is really not that hard. Successful marketing requires that you educate your prospects and provide value. Build trust and provide real information that truly helps them. Do that consistently, and you will realize that marketing is not as difficult as it seems.