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How You Can Dramatically Improve The Effectiveness Of Your Marketing

Is your marketing as effective as it should be?

Are you generating enough enquiries and leads every month?

If the answer to these questions is no, the question is why not?

Ask yourself whether your basic customer proposition is as attractive and powerful as it should be.

  • Does your business stand out from your competitors?
  • Do you offer a guarantee or a way for prospects to trial your product?
  • Do you have something that you offer for free?
  • Are you absolutely clear who your best customers are?

Before you can market your company effectively, you must be sure that every element of your customer proposition make your business more attractive than your competitors and make you the best option for prospects to trade with.

At Business Development Advisors we run special “Marketing Fundamentals” workshops, designed to do exactly that  –  to develop your  key messages which will make your business incredibly attractive and so ensure maximum return from your marketing. For more details on the workshop, have a look at the website https://businessdevelopmentadvisors.co.uk/marketing.html

The key issues you have to consider are:

Business Description
Can you sum up your business in a few simple words? When visitors come to your website you have just a few seconds in which they decide whether they’re interested in what you have to offer. You must immediately communicate what you do in a compelling and succinct manner.

What Business Are You Really In?
Here you must look at your business but from your customers’ point of view, making sure that the benefits you deliver are included ie an accountant may prepare annual accounts but what they really do is provide financial expertise and guidance to make sure their clients thrive.

Stand Out/USP
This is possibly the single most important part of your customer proposition.  What is there about your business which makes it stand out from your competitors and therefore makes you the obvious choice? If you really can’t find anything in your current proposition which gives you that stand out, then you should consider creating something new especially to differentiate yourselves.

Removing The Barriers To Purchasing
When a customer is considering making a new purchase there is often a question mark in their mind. What if the item or service doesn’t  deliver exactly what they are hoping for. You need to find some way to take away the risk so the buying decision is easy. One classic way of doing this is to offer a guarantee of some sort –a  money back guarantee or maybe a 30 day home trial. If there is no risk to the purchaser then it becomes easy to make the decision to buy.

What  Do Clients Really Want?
If you identify what clients really want then you can make sure that you provide it. So with accountants what customers really want may be to have all their financial matters sorted out for them, financial information available to allow them to make decisions and to save the maximum amount of tax.

How Can You  Add Value To Your Offering?
How can you add the “wow factor” to your service? I remember the first time a servicing garage washed my car for me. It knocked my socks off and I became a regular and loyal customer.  What can you do to knock your customers’ socks off?

Niche Audiences.
One of the greatest mistakes a business can make is to market itself to everyone. Unless you’re Coca Cola no one can be relevant to everyone.  For someone to decide to do business with your company, your service has to be relevant to them.
You need to identify a few niche audiences to whom your service and your marketing can be tailored to be totally relevant.

Corporate Positioning
How do you want to position your company to suit the niches ie top end, middle market etc and how will that positioning manifest itself?