Marketing

How to Thrive at Networking Events

Networking events are those times in business and life when people gather together, generally in larger numbers to exchange contact info, see acquaintances, and socialize.

How can networking be thriving as opposed to just surviving, in these situations? Don’t wait until you are in the right mindset to make connections and network. You have to kick yourself out the door. Once you are there, apply the 3 P’s strategy “Pause, Process, Pace”.

Pause

There are several steps in this process that will help you prepare for a successful networking experience. Think of it as a time to make connections, not sales.

Preregister. Committing to an event in advance makes you less likely to back down. You then have time for mental preparation, and you ensure yourself a spot at events that matter. Too many people register for FREE events and never show up. You can gain so much by just showing up. It means you are committed […]

7 Steps to Consistent Referral Generation

Understanding your customer or client’s lifecycle and mapping their touch points is the key to generating a consistent flow of referrals.

Referrals happen, thank goodness, but for too many, they happen randomly, almost accidentally.

One of the keys to tapping the systematic generation of referrals is to identify and address the touch points that add up to lead a customer or client to the logical and emotional decision that your business is referable.

Every person, place, and thing in your business that comes into contact with a prospect or a customer or client is performing a marketing function. Your business referability is being decided by the sum total of those contacts.

You may create a referral kit that includes a white paper, article, a link to a webinar or video, or something of value that you show to your referral sources and that you will provide to the prospect. This kit helps your referral sources to understand more […]

What Does Relationship Marketing have to Do with Business?

There are many definitions for Relationship Marketing. Here is one that I found:
“Relationship marketing is a strategy designed to foster customer loyalty, interaction, and long-term engagement. It is designed to develop strong connections with customers or clients by providing them with information directly suited to their needs and interests and by promoting open communication.”

While I can agree with the above it leaves out one very important word. It kind of implies the word somewhat but does not include the actual word and it should for this word cuts right to the heart of the term itself and to the word “relationship.”

The word I am referring to is “emotion.”

The word emotion speaks to that place where few businesses and brands spend time. For just as in any relationship in life, touching on human emotions, preferably the positive emotions, is the key to any happy, healthy, and long-term relationship. How do others feel when they hear your […]

Six Social Media Metrics for Businesses to Track

You need to develop a presence on social media to help you grow your
business and form that all-important relationship with your customers or clients. How do you know if you are using the right medium? Is it even working, at all? What are the social media metrics you should be watching to ensure your company is headed down the right path? Is there any way to find out?

As a matter of fact, there sure is.

The truth is tracking social media doesn’t have to be any more difficult than tracking your other marketing campaigns, you just have to know what to look for. If you are just getting started, below are six metrics worth watching to help you determine how social media is working for your business.

1. Increased awareness/mentions

For many business owners, this is how they will
begin tracking social media because it is an easy way to get started, especially as building awareness is one […]

A Networking Idea That Will Increase Business

Start referring your contacts to other professionals and watch your business grow.

When I was just starting my consulting business in 2004, I knew that I wanted networking and referral marketing to be a major part of my marketing strategy. One of the biggest questions I had in mind at the time was, “How do I find the right people and how do I generate referrals for them?”

I have joined a network of local businesses after I was referred to a meeting by another business person in the area. I also have acquired other contacts in the Business and Information Technology arena over the years. I’d like to share with you just one of the techniques I heard someone else use that had a huge impact on their ability to provide quality referrals to others.

Do you want to be the person others come to if they need a referral for anything–the “Go-To Person.”? A person […]

Create Your Own Referral Sales Force

Surround yourself with a network of competent professionals and add more value to your client relationships. Joining referral networks like BNI or local chamber groups can be a great way to help you network and generate referrals. The most powerful way to use this strategy, however, is to grow your own.

Almost any business can benefit from having a group of trusted providers effectively marketing your business like a referral sales force. When you build your own private referral network your business benefits in two very powerful ways: you experience an increase in leads and you have additional resource to bring to your client relationships. In some cases, this second benefit may produce the greatest long-term impact of this approach.
How to build it
The key to building your own referral network is to focus on developing relationships with businesses you can believe in thoroughly. I would suggest that the first consideration should always be – what […]

What Does Your Sales System look like?

Are you a business owner or sales manager with outside salespeople? Are you frustrated with the poor results those salespeople have been getting or their lackluster performance?
Do your salespeople have a sales system to follow?
Once you have a sales system is in place and your sales team is trained, they need activity goals.  Remember, the ultimate goal is to “make sales” and “increase revenue,” thereby, increasing profits.  But there is the “sales cycle” that needs to be addressed.  The sales cycle is the average amount of time it takes to move someone from being a prospect to becoming a paying customer or client.

If you are selling office supplies, for example, the sales cycle may be very short.  Since many of your prospects order office supplies periodically, you have an opportunity more frequently to get their business.

But other industries may have much longer sales cycles.  For example, if you sell computer systems to manufacturers, they […]

Before Marketing Tactics Answer Three Questions

Most business owners think of marketing and immediately they think email, blog copy, social media like Facebook or LinkedIn, and promotions you know, tactics. What the heck, most marketers do the same thing.

I like to suggest that none of the tactics matter until you are crystal clear about a number of things. You need to have a strategy before tactics, which is the simple road to success.

Now, don’t get me wrong, I am all about systematically and consistently rolling out tactics, but only those that support a strategy that you can commit to. Once you have nailed the strategy and objectives part then you can confidently go to work on strategy with tactics, but you can’t have one before the other.

Are you putting the cart before the horse?

I will go as far as to say, however, a simple, maybe even common set of tactics in support of a powerful strategy and objectives beats a […]

How do you have a Marketing Conversation?

When you share a marketing message, you are not trying to say everything in one sentence. You are trying to get a reaction or response. And then you reply to that response.
What do you do?
“I’m in the outplacement business where we help displaced executives find new positions.”
Are you much like other outplacement companies?
“No, all the other outplacement firms use a psychological model that assume there is something wrong with you because you lost your job.
Instead, we use a marketing model to get the job seeker out there in a way that gets the most attention and interviews. We call our business Power Marketing – The Outplacement Alternative”.
Hmmm, that’s interesting. Do you have a card?
“Yes, of course. Please tell me about your business….”
– If someone wants to know more, tell a short story that ties into your differentiation.
“A displaced executive was working with a psychologically-based outplacement firm but wasn’t getting results. So he started working […]

What is Your Marketing Message?

As you prepare a marketing message here are four main areas to consider.

Your Target Market
Issue (pain) they experience
Outcome that you deliver
Your Unique Process

In the following article, you are going to discover how to develop the expression of your message through the use of an Audio Logo. In Part 2 of your Marketing Process, we address your Marketing Conversation.

The outcome you want is for your marketing message to stand out in a way that is interesting and memorable. You can use one or more of the four parts of your message to do that.

Your Target Market or Niche

This is a good approach if you are in a commodity business where everyone does very similar things. So often the best approach is to talk about whom your ideal clients or customers are and what makes that niche special or different.

Accountant: What makes us stand out is that we mostly work with […]

By |February 14th, 2017|Marketing|0 Comments
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