Make 2009 a Year for Better Advertising & Marketing

Make 2009 a Year for Better Advertising & Marketing

The New Year is a time to reflect, learn, and change for the better. This is also true about your marketing efforts—if you are not in the minds of your clients and potential clients, how are you going to grow in 2009?

Tip #1: Figure out how to measure your advertising’s effectiveness and only spend money on advertising that you can measure. Unless you have a marketing budget like Coca-Cola, you should probably forgo “image” advertising and stick to advertising that asks the end user to do something that you can measure. Whether it’s responding to a tractable phone line or giving them a reason to sign-up at your website. (Oh yeah, I shouldn’t have to list “get a website”, it’s 2008! Your business should have a website, and several reasons for your clients to go there.)

Tip #2: Your clientele. If you don’t already have a database, or at least your Outlook filled with your best customers’ information—do it! Experts estimate it costs 5 times more to get a new client, than it does to work with your existing customers. Build a relationship for life not for a single transaction.

Tip #3: Focus on your strengths, then target your customers. You must differentiate yourself from your competition. Why is your business special or different, and which group of potential clients will benefit the most. Then focus you marketing efforts like a sniper rifle, not a shotgun.

Tip #4: Sell solutions not products or services. When you advertise always think in terms of how your business will make the customer’s life better or easier.

Tip# 5: Don’t be afraid to take risks—calculated risks. Standing out from the crowd requires innovative thinking, and innovation is risky—it may not work. But, if you are measuring you will know when to cut your losses.

Published in the Paradigm Shifter by

Pablo Fonseca