While there’s no such thing as a one size fits all marketing strategy – each strategy must be designed around your specific target audience, business model, and the size and goals of your company. That being said, there are several tools which every business must have in their marketing toolbox.
Marketing Material Must Haves
Business Card I know this sounds simple and basic however it is a proven fact that when you don’t have a business card with you – you’ll meet the one person you’d love to do business with. It may be in line at the grocery or while you’re on vacation at Disney. If you don’t have cards with you – opportunities to build your business will come up. The solution…get business cards and keep them with you at all times. That doesn’t mean you have to be ready to make a sales pitch but the ability to hand deliver a business card to your next greatest customer means no missed opportunities.
Make sure each business card has your Unique Selling Proposition – your tagline or slogan which identifies who you are and what you do. If you have a logo, it also belongs on your business card AND of course, contact information including your URL.
Opt-In List Each name on your prospect database is worth its weight in gold. Companies spend thousands of dollars building databases because each name on their list is worth sales. Bath and Body Works created the largest specialty retail database, 10 million names, and values each name on their list at $18.
An opt in list gives you the potential to communicate directly with individuals who are confirmed prospects. You know they’re already interested in your products or services.
Website Even if you’re a brick and mortar operation, a website will help your local customers find you. Local search, typing your keyword and city into search engines – Pizza, New York, are quickly becoming a small business owner’s best friend. You don’t need a website to be represented on local search rankings; however it definitely helps drive traffic to your storefront. Additionally, a website serves as a quick and easy brochure and is an absolute must in today’s competitive economy.
A USP, unique selling proposition. A USP is quite simply your slogan or tagline which identifies what makes you unique. It’s what differentiates you from your competition. A classic example is “Melts in your mouth, not in your hands.â€
Other tools to have in your marketing toolbox include:
Content in the form of articles, reports, books, case studies and blog postings
Direct response like postcards, sales letters, and email marketing campaigns
Social networking efforts like a MySpace or FaceBook page, forum and chat room memberships, and local organization and association affiliations.
Marketing is the lifeblood of any business. Without it even the best products and services go unnoticed and business falters. To be successful, to attain business goals, take a look at the marketing tools in your toolbox. Do you have what you need to get the job done?
Wow, you keep writing about stuff I’m interested in and want to comment on. I definitely agree with your points. I’d like to write more but i client just walked in. I will definitely look at making my opt in list a stronger part of my package.
Nice list, Vera. I have most of this checked off.
I’ve never really given any thought to a “sales letter.” I’m a big believer in having a service that sells itself (who doesn’t want to rank higher in Google?). And the word “sales” seems to induce sour feelings. Just one of those things I guess.
However, I understand the need for such material. Have any resources on creating a good sales letter? Perhaps I can modify it to suit the more passive sales approach that I like to have.
Hi Patrick – Glad to see that the articles are helping you. Your opt in list is key to your online success.
Josh – Yes sales letters are great, but if your market is not used to seeing them you may be shooting yourself in the foot. You need to take a good look at who you are selling to. If they are people that are online then it’s well worth it to do a really good sales letter but you can cater it to the market even if they are not online users.