5 Marketing Tips for the Professional Marketer

Professional-Marketer

Zander Maxus, Negosentro | It’s a tough world out there. On a daily basis, professional businesses have to vie with their competitors for new business and find more innovative ways in which to keep their existing clients loyal and happy.

Effective marketing strategies can pay dividends on your return on investment. There are many specialist firms who can help your business to garner the edge on your competitors by having dedicated teams of knowledgeable professionals in your field of business whether that be medicine, the arts, education, finance or law.

However, before you bring in an outside marketing team, it makes sound financial sense to conduct an internal audit of your company including your staff, clients, overheads, business successes and any failures.

So, what are the steps to take in order to evaluate your company and decide on future marketing strategies that will work wonders?

  • Know your customers
  • Know your competitors
  • Seek good marketing representation
  • Change with the times
  • Celebrate success
  1. Know your customers

Do you know your clients inside out? Have you done an audit of your clients’ companies? Does most of your business come from individuals, SMEs or large corporations? How did you get their business in the first place? Was it via your website, a flyer or word of mouth?

What do your customers expect from you? Why are they still using your services? Have you ever asked them?

Every business should conduct demographic audits of the people who keep them afloat. This should include data on residency, age, gender, income brackets. You can do this by asking them to complete a questionnaire. Ensure there are no more than five or six salient questions and that you don’t send them too often. Customer fatigue exists, and they will be completing it in their own time and for little reward.

All of this information will help your business to target marketing campaigns to the right people at the right time. It will also give you a heads up as to possible future problems if the outcome of the survey yields any surprising trends or negative feedback.

  1. Know your competitors

When was the last time you looked at any of your competitors’ websites? Have you ever read their blogs or followed their Twitter account? If not, why not? You can gather valuable intelligence about what’s happening in your area of work and where similar organizations to yours are focusing their attention.

Conduct research on their websites, their office locations, their staff numbers, marketing campaigns and their products. What are their strengths and weaknesses? Is there a gap in their armour that you can exploit?

However, you should think of your competitors as your friends: don’t be afraid of the competition. Any intelligence gathered will help your business in the long run as it will keep you on your toes and stifle complacency. If you strive to be the best, your competitors will be watching you more than you will need to watch them.

  1. Seek good marketing representation

Even if you have your own marketing team, you may occasionally prefer to seek marketing expertise outside of your business. A fresh marketing perspective can enliven stale branding, mission statements and website designs. There are various niche marketing companies for the professions, such as dentistry, architecture and law. For example, Gladiator Law Marketing specializes in helping law firms to achieve a good return on their law marketing investment.

Regardless of whether you do your marketing in-house or with the help of an external marketing organization, the four basic principles of marketing should still be followed: product, price, place and promotion. Here’s a reminder of these tenets on the brandyourbrilliant.com website.

  1. Change with the times

Keep up-to-date with the news both locally and internationally. By keeping an eye on world affairs, you may be able to spread your net further than the Asian Pacific Rim. More contacts could equate to more business in the future.

Make a note of trends in lifestyle analysis. If more people are spending their disposable income on experiences such as eating out and weekend breaks rather than goods, then this could either present a wonderful opportunity for your company or a threat to your current business.

Have a good look at your company branding. Is it tired and out of date? Could it do with a refresh? Conducting a brand audit may increase your return on investment tenfold. Here are some tips in a blog post on the Huffington Post: Why You Need a Brand Audit (and How to Perform One).

  1. Celebrate success

Come on now, don’t be shy: if your organization has won an award, shout it from the rooftops. If you’ve been mentioned favorably in the media, then ensure all your current clients know about it through email marketing and social media updates.

Don’t forget your staff: a business is only as good as the people who work for it. If individual employees, or a team, have achieved exceptional results or secured a prestigious client then shine a light on them. This boosts morale and makes working in your organization a pleasure. Everyone likes to receive a pat on the back every now and then, and this will help with staff retention. Reward hard work, and company loyalty and the organization will reap the dividends. Presentation ceremonies in prestigious venues are usually well received and appreciated by staff, and you can always invite the local, or national, press for marketing coverage.

Treat your staff as individuals and celebrate their personal successes too. If a staff member gets married, has a new baby, moves into a new home or celebrates a milestone birthday, then recognize the importance of this in their life and acknowledge it in a meaningful way too. A card signed by colleagues, a cake at break time, a simple mention on the company intranet can all make people feel noticed and valued.

Conclusion

Selling your products or services requires more than a judicious marketing campaign. By gathering internal, and external, intelligence you will have an increase on your return on investment, and, the edge on your competitors.

(Visited 22,131 times, 1 visits today)

Comments

comments