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.
Is there really a secret formula for marketing? Yes.
The secret formula is this:
Find a marketing strategy that you like, that you’ll use, that’s enjoyable for you, that you know how to do, that reaches your ideal client, and that produces results. Then do it over and over until you have the amount of business you want.
Pretty simple when you look at it that way.
Fear may start to creep in, though, when you break that sentence down.
What if I don’t like any marketing strategies?
What if I don’t know how to “do” marketing?
What if I don’t like doing any kind of marketing?
What if what I do doesn’t reach my ideal client?
What if what I like doesn’t produce results?
“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.
Perhaps these questions sound familiar:
What happens if I use the wrong marketing strategy?
Is there such a thing as a wrong marketing strategy?
These questions are common if you’re a service-based business looking to market your services; it’s easy to think you’re doing marketing all wrong.
And maybe you are.
While there is no real right or wrong way when it comes to marketing your business, there is such a thing as choosing a marketing strategy that isn’t the right fit for you and your ideal customers – strategies that can make marketing feel harder – and this can have negative consequences.
When thinking about the best way to get new business, it’s often good to remember that contacting a prospect directly can be the most effective tactic. However, this can sometimes seem too scary: the thought of picking up the phone, or meeting someone for coffee, or even sending an email can send a wave of fear through your business heart.
Here are some common fears you might experience when considering reaching out to someone directly:
- They’ll think I’m bothering them.
- I don’t know what to say.
- I’m not a good salesperson.
- I’m an introvert.
- I’m not good with words.
- They won’t remember me.
- I’m not sure how to make an offer.
A question I often get from clients and students goes something like this: “I’ve been collecting marketing ideas… and I have a drawer full! I also have a stack of promising leads I’ve accumulated. And I know it’s important to stay visible, so I keep marketing, but then I just end up with more names in the stack. How do I prioritize all this?”
If you’ve ever wondered something similar, you may have lost sight of a very important truth — the way to win the business game is not to collect the most leads; it’s to make the most sales.