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Are you already sweating about how to market your business in the New Year?
Wondering which marketing strategies really work?
You’re not alone. Over the years I’ve tried a lot of things that worked, and even more that didn’t. This trial and error method meant lots of time and money spent before I wised up to what works. Now I’m closing out 2010 as my most successful year to date!
So here are 11 specific strategies to spike your business in 2011.
1. Deliver awesome content
It really doesn’t matter if you write a blog or film a video. Or if you send an email newsletter on a Tuesday or a Wednesday.
What does matter is that you regularly deliver awesome content that benefits your target market.
Great content positions a business as a trusted and valuable resource and entices people to take action. Regularly delivering fabulous content also means those people will come back again and again.
2. Share how you can make life better
Make a list of all the ways your business helps make life better. If you feel stuck about this old features vs. benefits exercise, here’s a trick. Ask your existing customers why they buy from you. Then incorporate that language into your marketing efforts.
3. Have an opt-in offer
People visit your website. But how many of them actually buy? How do you capture these visitors that don’t automatically convert into customers?
Your #1 goal should be to grow your list, and having an opt-in offer that customers can’t refuse is the best way to gain targeted prospective customers.
But asking people to “sign up for your newsletter” isn’t good enough. Who wants another email newsletter junking up their inbox? Give people a reason to want to sign up for your list. For example, my opt-in offer is a free eBook that teaches people my personal method of pitching stories to the media.
This offer should also be prominent on your homepage – above the fold – meaning that customers shouldn’t have to scroll down the page to find it.
4. Network in-person
I love meeting people virtually on the web, but nothing can replace in-person connection. Research conferences, industry events, and offline networking groups where your target market hangs out. Then go and hang out with them!
5. Survey customers
How do you really know what your customers want? Ask them! With easy-to-use (and inexpensive) survey software from companies such as Survey Monkey, you can ask your customers all of the questions you want answers to. Want to know what to write in your next blog or newsletter? What type of service or package your customers like to buy? What changes you can make to your product line to be more appealing? Instead of assuming you know these answers…ask. You may be surprised by the results.
6. Find your groupies
Form a band of fans that help you regularly promote your content to prospective customers. How do you do this? When you have something worth sharing, people will do it organically. Focus on creating good content and then watch your “groupies” promote it like mad.
7. Tell stories
In a recent panel I participated in for the Learning Annex, the recurring theme to run a successful business was to have a killer story and share it with everyone (investors, retail accounts, press, customers – and anyone who will listen!) Your story is what sets you apart, don’t be shy to share it! Tell people why you started your business and how it inspires you.
8. Teach something
A great way to reach prospective customers is to use your expertise to teach them something. If you have a skincare, you might teach how to perform an at-home facial or throw a spa party for friends. Author? Pick a chapter and teach the audience. Crafty? Teach jewelry-making or sewing. People love to learn, and delivering great content will get you fans for life.
And, if the thought of standing in front of a crowd to deliver a speech turns your stomach, don’t fear. You can teach via webinar or teleseminar with easy and inexpensive services such as Go To Webinar or FreeConferenceCalling.com.
9. Tell people what to do
Don’t assume your customers know what to do. Tell them, explicitly. If you want someone to email you to set up a free consultation, tell them. If you want them to purchase an additional item that packages well with the one they are buying, tell them. The clearer you are with your instructions, the more paying customers you will have.
10. Ask for testimonials
Testimonials are powerful proof that what you do totally rocks. Even better, if a person reads a testimonial from someone they know and trust, chances are they will also buy from you. Ask every customer for a testimonial. Make it easy for them by creating a testimonial cheat sheet, including questions (why did you choose our brand, what do you like, how often do you use) and even a sample testimonial. Then use these powerful statements in all of your marketing materials.
11. Create an online media room
The quickest way to become as popular as front page news? Create a page on your website that includes links to all of your media coverage so people can see how amazing you are. Don’t have any media coverage yet? Draft your own press releases and post them on this page so people know you have plenty of cool and current things happening. You can also expand your press page to include photos, a company bio, sample interview questions and topics for the media and, most importantly, your contact information.
So what do you think about these strategies? Do you have others you’d like to add? Questions about how to use these? Speak up by posting a comment below!
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