It’s only natural to emulate successful people. You’d like to copy their success, so it seems it would make sense to copy their approach to sales and marketing. But modeling your marketing after the gurus in your field may not get you where they are.
Simply put, the present situation of these highly successful people may be entirely different from your own. Gurus typically have plenty of money to spend, staff to help, a large in-house mailing list, many followers on social media, widespread name recognition, a suite of products and services to offer, and many years of completed work to draw from. If you don’t have all this in your business, trying to copy their marketing and sales approach may be a recipe for failure rather than success.
It can be challenging at times to know if your marketing is working. You’re putting yourself out there, yet how can you tell if you’re succeeding? Read on for 10 ways to know if your marketing is working.
- You’re attracting clients who are a fit for you.
If you’ve done a good job of identifying your ideal client, and the marketing you do speaks directly to them, you will disproportionately attract people who are in alignment with you, what you do, and who see the value in what you’re offering. This begs the question that you know who your ideal client is, and if you don’t, you can read more about how to discover them here.
I recently ran across a 2017 study by FreshBooks Cloud Accounting asking 1,700 self-employed professionals, independent professionals, and small business owners what they found to be the most effective marketing strategies. All the participants had fewer than 10 employees, and 77% of them were solopreneurs, making this group a close match to the readers of this blog.
I was pleased to see how closely their answers aligned with the list of Effective Marketing Strategies in Get Clients Now! and the advice Kris Carey and I give our clients, students, and readers. Here’s what these self-employed professionals named as “highly effective” marketing strategies:
What dreams and goals do you have for your business at the beginning of this new year? As you ease into January, take time to set the stage for a great year to come: great marketing, great sales, and great clients. Ask yourself the questions below to help you reflect and plan, and get ready for good things to happen!
– How much business do you really want? What would be new and different for you if you had that level of business?
– What worked best to bring you clients last year? How can you do more of that in the year to come?
Unless you’re literally hiding under a rock, if you’re in business and have any clients at all, you’re doing something that qualifies as marketing. People tend to fall into two camps: those who are doing more marketing than they realize, and those who are doing less than they think.
Which camp do you fall into?
As an aside, for our purposes we’re defining marketing as getting the word out about your business, it’s services and benefits, to potential customers so that you can have a sales conversation with them and hopefully close the sale. Marketing creates opportunities to have sales conversations.
“Will this marketing approach be worth my while?” It’s a question self-employed professionals often ask. But there’s a related question that, unfortunately, they ask much less often: “How much will it cost compared to what it brings in?” Surprisingly few professionals know the answer to this crucial question, and many admit it had simply never occurred to them.
Every marketing approach has a set of costs attached. Social media ads, pay-per-click campaigns, and trade show exhibits come with a price tag in dollars. Networking mixers, business lunches, and posting/interacting on social media take up your time, and may also incur expenses.