Tag Archives: marketing strategy

How to Attract Clients Who Will Pay You What You’re Worth

Many business owners scrape by serving clients who are struggling themselves.  In spite of the economy, there are many businesses and people who have been unaffected and are willing to pay for premium-level services and products.

When you’re trapped servicing the middle or low-price market (which, let’s face it) much of the country is these days, you encounter a ton of hairy-pulling, teeth-gnashing concerns like:

1.    People don’t buy from you because they can find what you offer at a lower price somewhere else
2.    People don’t buy at all because putting up with their problem is easier than forking over money to solve it
3.    Your bank account is scarily low leaving you worried, anxious and maybe even a tad desperate.

You get the picture.

So, well-heeled clients sound like the answer to your prayers, right?

The challenge to landing those clients however is  (at least) three-fold:

1.    You don’t know exactly who is looking for what you have to offer
2.    You don’t know how to find or attract them
3.    You don’t have anything to offer them that they’re truly interested in

So what’s a busy business owner to do?

There are several ways to overcome these problems.

In dire times businesses try to offer everything to everybody. That’s exactly the wrong strategy.  And here’s why.  When you market to everyone, your ‘target’ won’t feel special.  She won’t believe you have a solution that addresses her needs so she keeps looking until she finds it and it likely won’t be with you.

I recently went into a shoe repair shop (a dying breed, admittedly) but they were selling children’s toys and household tchotchkes that didn’t even look like they belonged in the shop.  Perhaps they were selling well, but frankly, I’d be surprised.

The solution is to focus on a small set of specific clients and do everything you can to understand them, their worries, pains, dreams, hopes and desires.

Once you know who they are, ask yourself, how are they spending their time? What do they read, listen to or go to?

Are they attending networking meetings? If so, which ones? Most networking events are populated with people hungry for business not necessarily looking to invest in solutions.

Think about it. When you need to buy something, do you go to an event to buy it? Probably not. You might go and ask people you trust for recommendations, but if you found exactly what you were looking for, I’ll bet you’d be a little bit surprised.

So you have to get visible where your market is looking. That could be online, on their smart phone, in industry-specific or niche publications (although that can be expensive).

If they’re suffering with a big problem, they may have complained to their friends and colleagues. So developing a referral strategy with the right people could be really productive.

Then, once you’ve found them (or they’ve found you), you must make sure your marketing message hits them directly between the eyes.  You have to be so clear about how what you’re offering is exactly what they need that they go “Duh! It would be a mistake NOT to invest in that.”

Again, this underscores the importance of knowing who really needs what you have so when they hear our message, they say “S/he’s talking to me!”

I remember participating in an event and one of the attendees remarked “I felt like the speaker was inside my head saying out loud what I had only thought in the privacy of my own brain!” That’s what you’re going for!

So, when you know who they are, what they’re gnashing their teeth over and have a solution aimed directly at pain (or dream) with a message that feels like it’s directly personally to them, the right people will refer you, find you and happily pay you for your expertise!

3 Reasons You Must Use Mobile Marketing

Why should you be interested in mobile marketing?

Think about it, when you leave home, what do you take with you?

If you forget one of them, do you head back to get it?

Do you feel naked without it?

1. Gen Y and Z consider e-mail passé.

2. There are 5 billion plus cell phone users vs. only 1.8 billion Internet users

3. 30% of all search queries contain a city, state or zip code.

Mobile marketing is particularly important if you have a storefront and are trying to get traffic to your store.

It’s no longer critical to even have a website since there are many online vehicles where you can have an online presence.

The important factor is that more and more people are buying smart phones and letting their fingers do the walking by searching for products and services from their phones rather than their desktops and definitely not with paper directories.

So make sure you’re getting onboard with this trend and stay tuned for more tips about how to get started.

How to Create a High Quality, Targeted Lead-Generation Machine

Lead-generation is one of the steps in the sales process many businesses struggle with. Here are some effective and not-so-effective ways to pull prospects into your business.

List brokers are helpful but not all brokers are created equal. Not all lists are equal.

Some brokers sell information that is not useful.  They give you what you ask for but it’s old and out of date.  Or they may sell you information for which they are paid the highest commission from the company that actually owns the list.

There are three types of lists
1. Compiled lists – based on attributes (Demographics like age, zip code, marital status, mortgage amount). These are the least expensive but they are also the least responsive.

2. Response lists – purchasers of similar services/products. These lists include actual buyers.  If you’ve ever purchased products from a catalog, you’ve probably noticed that you started receiving catalogs from other, similar companies. Someone sold your name because you demonstrated that you spend money in certain areas. It indicates you’re likely to do it again.

These lists are more responsive to related offers and therefore are more expensive to buy.

The downside with these types of lists is that they are generally sold as one-time-mailing lists. The brokers embed a few “test” people with addresses that secretly go to them. So if you try to use the lists again, the brokers will know and likely charge you a penalty.

3. House lists
The best list is one you have compiled from your own customers, prospects, certain contacts in your social networks, visitors to your website.

The key here is that you must COLLECT these contacts and compile them into a list so you can follow up with them.  It’s rare that people plunk down a substantial amount of money on your table the very first time they encounter you.

However, When you cultivate the relationship by consistently offering value and staying top of mind, they are more likely to purchase from you rather than your competition when they are ready.

This is where the machine kicks in.
1. Drive traffic to your website or blog. Use SEO or create organic (FREE) traffic through article and video marketing.

2. Have a COMPELLING way to collect the contact information from your visitors.

3. Create an automated follow-up system for these visitors as well as people you’ve met through other venues (so long as they’ve agreed)

4. Use your follow up system to build credibility, trust and create relationship with them. Then periodically and over time, introduce them to and give them opportunities to buy from you.

When you automate your process, you’ll create a lead generation machine.  When you focus on creating value with those leads, helping them solve problems and demonstrating your expertise, you’ll be able to convert your leads into sales.

Using Video Marketing to Build Your Personal Brand

I learned a ton recently about creating videos.  I’ve also been studying how to use videos for marketing yourself and your business online.

Watch this video and then read the tips that follow:

1. Use an interesting (but not too distracting) background.
Having a background adds visual interest. Make sure it’s attractive, neat and adds either credibility or fun.

2. Use natural sunlight if at all possible
Natural light is the very best. It’s much cheaper than having to buy studio lights and works better than artificial light.

3. Add an opening title slide and credits or a call to action at the end.
These items will make your video look more professional.  The call to action is what will drive traffic to your website if that’s what you’re trying to get people to do.

4. Include occasional comments to highlight certain points.
It’s easy to add text in Windows Movie Maker Live and iMovie.  Again, this makes your ‘production’ seem more polished and professional.

5. Optimize your video for the key words you want to be known for.
YouTube is one of the most searched websites online. When you optimize your video by including keywords in the description and tags, people who are looking for what you’ve mentioned, will find your video more easily.

6. Use variety.  Add a few special effects.
Variety will stimulate the minds of your viewers and keep them watching through to the end.

7. Be entertaining, not just educational.
When people are having fun or being deeply moved, they’ll stay engaged.  Even if you’re training them on something, they’ll remember your message more if it engages their emotions in addition to stimulating their brains.

Video marketing is becoming the standard medium for branding and online communications.  Make sure you incorporate this strategy in marketing plan.