1. Social Networking
The time has come when all businesses need to add social networking and social media to their marketing mix. It’s both inexpensive and highly effective, if you do it correctly. Just in terms of reach (the number of people exposed to your message) the numbers are staggering – Facebook now has 500+ million users! Social media has quickly become the #1 service my clients want help with over the past year.
The most important thing to do first is develop your social media strategy. Look at where your target market is hanging out online. The thing that most people don’t realize is they don’t have to engage in ALL the social networks. Only use the social networks that your clients, customers and competitors are using (yes, your competitors are likely already using social media). Don’t wait to get involved. Like it or not, it is the future. If you need a little help, drop me an email.
2. Networking Face-to-Face
Yes, even in this crazy web 2.0 world, face-to-face networking is still an essential component of your marketing strategy. You are still a human being and people like to connect with your smiling face in person. You don’t have to join a formal networking group with strict requirements like BNI. You may be better off to join community organizations like the chamber of commerce. Chambers offer a great opportunity to get experience as a speaker as they are always looking for fresh new speakers.
Another great place to network and make connections with community leaders are charities. Here you get a 2-fold benefit – you meet lots of high-level, visible people and you get to give back to a cause you believe in which also raises your profile and builds your likeability factor.
3. Keep In Touch
Finally, what is your strategy to keep in touch with your leads, clients, customers and potential clients? All too often I see businesses working really hard to generate leads and prospects, only to let them fall by the wayside. If we understand that a big part of marketing is the “know, like and trust factor”, you’ll realize that it takes time to cultivate leads and prospects. They may not be ready to do business with you right away, but as you demonstrate your expertise and share relevant information with them they may get to know you better and want to do business at some point in the future.
I highly recommend doing a weekly or monthly e-newsletter as the #1 strategy to keep in touch with clients and prospects. But first, you need to have a way to capture information and get prospects on to your email list. The best way to do this is to give something away for free on your website (like a high content free report, audio, eBook) in exchange for the prospect entering their name and email address. Once they are on your list, then you have permission to stay in touch with them. I am a big proponent of permission-based marketing. There’s nothing more annoying that when you meet somebody, exchange cards and you immediately end up on their email list! I didn’t even ask to be on the list! It’s considered spam when you do this.
Another very effective way to stay in touch is sending direct mail. You might think that direct mail isn’t relevant in a digital age, but I disagree. One of the best things I have found in terms of direct mail is greeting card marketing. Who wouldn’t want to get a happy greeting in the mail as opposed to a plain, old postcard? You can send your clients birthday cards or a thank you card. The impact of a card is memorable and sets you apart. The service I have been using for over a year now is Send Out Cards and I would highly recommend it.
More than any other piece of your marketing pie, commitment and consistency is critical. If you are going to join a networking group – show up to the meetings! If you are going to engage in social networking, do it every day. If you are going to do an e-newsletter or e-zine, send it out on a regular basis (I recommend once a week or once every-other week minimum) to get the most impact. Even if you just implement one of these strategies, you’ll be well on your way to making 2011 your most productive and profitable year ever!
