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Moving communication campaigns into action |
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My winning marketing strategies Here is a back issue of Marketing Booster, the email newsletter that Richard Groom writes and sends free every fortnight to subscribers. You can subscribe here or read over 60 back issues using the back issues index page. For this issue, I decided to look at what marketing methods have worked so well that here I am, nearly four years after going it alone and still in (a thriving) business. I'll tell you the five things that I think have worked best. And of course the reason for doing this is to help you think of any things that you or your organisation might focus on improving. So my top five: 1. A good web site. Things really started to happen for me when I sorted my web site out. People seem to like the 'tips' pages and that's great as it means it builds some credibility for me. Also, my web guru (David Fincham) does an excellent job at getting me near the top of search engine results. 2. Targeting. I never send mass mailings any more. Instead, I focus on reaching small numbers of the right kind of people. In particular, I make sure I reach plenty of marketing managers in medium-to-large companies, because that's my core market. 3. Visibility. It's no surprise that when I go out and deliver a marketing workshop to 50 or 60 marketing managers, some of them end up becoming clients. If I stay in my office every day it sure is a lot harder to meet them. 4. Giving away my best stuff. I spend more time giving away advice than I ever do on traditional 'salesy' marketing campaigns. Some people I know think I'm mad to do it, but it works for me - and lots of other consultants, trainers and specialist service providers. There's no better way to show you know your stuff than to actually demonstrate it for real. 5. Marketing Booster. Sorry if you think I only do this for fun, but Marketing Booster is an excellent way for me to keep in touch with people - and to do what I mentioned in number four above. I find that people might subscribe for six months, a year or longer before they ask me whether I could work for them. Without Marketing Booster, I wouldn't have kept in regular contact and they might have forgotten me. OK, so there's my 'top five'. Not all of them will work for you, but I bet some of them would if you are not doing them yet. Copyright 2004 Richard Groom |