Small Business Marketing Tips and Ideas

Are you committed to continuing education, or lifelong learning, to ensure the success of your business?

OK, I'm assuming that most answered yes to that question. So my next question is, "Are your action backing that up?" How much time, effort and money are you currently investing in getting smarter about marketing.

I've said it before, marketing is the lifeblood of your business. I'm sorry to have to be the one to tell you this, but it really doesn't matter a rip how good you are at what you do if you can't attract a consistent stream of new clients.

Remember, even the very best and smartest in your field will go broke without a constant stream of new clients and more income from existing clients. That's what marketing is for.

So how much time do you spend trying to improve your ability to market your small business? Do you read books, listen to audio programs, attend seminars and workshops, buy CD's, and participate in mastermind groups? If not, you should start right away!

Marketing is a lifelong learning experience. You might be telling yourself that you're just not a marketing person right now, but that doesn't mean you shouldn't commit to learning how. If you love what you do in your business, then you owe it to yourself to become a better small business marketer.

Forget about thinking you need to become some kind of marketing expert. Just focus on incremental improvement.

Imagine how much further along your business would be if you improved your marketing ability by just 10 to 20%. What would that do for your business? What would that do for your life?

Marketing is a lifelong learning experience. Commit to joining the journey today.

Here's an opportunity for you to check out right now. On February 22, I'm holding the first in a new series of Marketing TeleClasses.

The topic is "Leverage What You Already Know To Attract All The Prospects You Can Handle And Convert Them Into More Clients!"

For complete details on this marketing learning experience, just click on this link:

http://www.abcdgrowth.com/marketing-teleclass-series.html

Hope I'll be talking to you on February 22nd!

February 6, 2006 09:28 - Lessons From Poor Marketing

In my last post, I talked about marketing being a lifelong learning experience. Here's a thought I couldn't ignore due to some experiences that happened to me recently.

First of all, I hope you are always learning from your own experiences - successes and failures alike. But, are you also trying to learn from others' poor marketing?

You see I believe that one of the keys to small business marketing success is a willingness to fail your way to success. But that certainly doesn't mean all the failures have to be your own.

There are plenty of other small businesses that are failing with poor marketing. Your willingness to learn from their mistakes could be very profitable to your own success.

A small local business that I have never met or had any contact with began sending me their electronic newsletter a few months back. I won't reveal the name of this business to protect them from any embarrassment for their marketing mistakes (Aah, I mean valuable marketing lessons for me:-)

This kind of thing happens all the time. It's easy to get or compile a list for just about any types of business or people you want. And there are plenty of aggressive direct marketing companies willing to sell you said list.

There are several problems with what this small business has done. First, because I did not opt-in to receive their e-newsletter, they are out-and-out spamming me which is a big online marketing no-no. Here's the rub - part of the services this company provides are marketing and sale support services.

Second, their e-newsletter is full of cryptic tips for things I'm simply not searching for. Their business is obviously geared around some very common small business productivity software packages. Not only are they not tips that I'm looking for, most appear to be the kind of tips that pop up when you first open the software or questions that could very easily be answered by accessing the online help function.

So now here is what the company did. They started sending me promotional emails for their new Target Marketing system. It's described as a complete package with target listings, letter templates, and voice mail scripts delivered in a proven step-by-step approach.

Forget that the copy in the promotional emails was poorly written and not very convincing. What struck me the most was that the system is described as sending a series of three letters over a 3-week period to a highly targeted list and then following up with two strategically placed phone calls. Sounds great - so why aren't they using their own system to market and sell me?

If the system is a proven step-by-step approach, then why has this company sent me three unsolicited email about it in the past couple of weeks instead of using their own system? It boggles my mind. I decided I had learned all the marketing lessons their poor marketing approach could teach me and asked them to remove me from their list.

But what the experience has done for me is to question some of my own marketing. I believe there is always room for improved results. Hopefully you can learn something from what I've shared with you here as well.

Do you know your target? Are you sending them the correct message? Is your message in alignment with the value that you want to provide your clients and prospects?

Don't miss the opportunity to learn from other small businesses poor marketing. Their mistakes could lead to your results and increased profits!

February 10, 2006 08:22 - KPD Marketing Announces A New Marketing TeleClass Series

1st Marketing Tele-Class will reveal how to leverage what you already know to consistently attract all the prospects you can handle and turn them into more clients!

Get very specific marketing ideas, tips and strategies that you can immediately apply to your business.

I'm excited to launch the Marketing TeleClass Series with KPD Marketing. Every other month beginning later this month, I'm going to be conducting a one-hour teleclass covering a marketing topic designed to bring you some ideas you can immediately put to use in helping you consistently attract more clients.

http://www.abcdgrowth.com/marketing-teleclass-series.html

If you've never participated in a teleclass before, it's a very convenient and fun way to learn. You'll pick up some proven marketing tactics, resources, and how-to action plans. For less than the price of your next business lunch or Chamber of Commerce event, you can join in and get some very specific marketing strategies you can put to use in your business. The teleclass format lets you participate from where ever you might be via a tele-conference bridge. You simply dial in to a phone number at the designated time, announce yourself and begin participating as guided by your facilitator.

Here is what's on tap for Wednesday, February 22 at 12:00 noon (central time). For all the details including how to register, visit the Marketing TeleClass Series web page:
http://www.abcdgrowth.com/marketing-teleclass-series.html

February's power-packed teleclass is entitled, "Leverage What You Already Know To Attract All The Prospects You Can Handle And Convert Them Into More Clients!"

After years of marketing frustration as a professional service provider myself, I finally found the answers that helped me realize it doesn't have to be so difficult. You don't have to be a marketing guru to get better, more regular and consistent marketing results. In fact if you know how, you can leverage some of the knowledge that makes you great at what you do to attract all the clients you can handle.

This teleclass and the ones to follow in the Marketing TeleClass Series are designed to share some of what I've learned in order to make your own marketing journey easier. I want you to leave with real, useful marketing ideas, tips, and strategies you can begin using right away to grow your business.

Get all the details and sign up today at http://www.abcdgrowth.com/marketing-teleclass-series.html

February 13, 2006 11:45 - Customer Service Importance To Marketing

No amount of fantastic marketing will overcome poor customer service. In general, people are about nine times as likely to complain about poor customer service as they are to rave about great service.

If your customer service is lacking, it doesn't matter how well your marketing attracts. Eventually, the poor reputation will make your marketing efforts work against you even faster.

It does you absolutely no good to say, "The Customer Is Boss" or "Our Customers Are Our Only Concern" if they're telling others that you don't return phone calls.

Studies show that that the number one reason that clients leave their current provider is simply due to a lack of contact or perceived indifference.

Designing even a simple follow-up and stay-in-touch system would dramatically increase perception of your own customer service.

Here are four reasons to put a better system in place for your business right now:

1. Increase the amount of money a client spends with you over time
2. Increase the average order value (yes, clients will pay a premium for great customer service)
3. Increase the frequency of purchases from existing clients
4. Keep your clients longer

Designing a follow-up and stay-in-touch system isn't the only secret to increasing your level of customer service. But, can you afford not to make this part of your strategy for creating raving fans among your current clients.

My friend John Jantsch over at Duct Tape Marketing put out an interesting post on Customer Service himself a couple of days ago. Check out what he had to say... Great Products Can't Overcome Arrogance.

By-the-way, I agree the iPod is broken. My son is on his 3rd iPod mini since it was given to him as a Christmas gift in December '04. Unfortunately, now the warranty is up so the iPod store won't keep replacing it with another broken one.

February 20, 2006 14:30 - Align Your Customer Service Thoughts, Words & Actions

Are your thoughts, words, and actions all in alignment when it comes to your customer service?

For most small businesses the answer unfortunately is a resounding no. Too many small businesses think one thing, say what's convenient and then simply don't deliver when it comes to customer service. And then they wonder why they can never get any marketing traction.

I hate to say it, but just basic levels of customer service may be enough to set you apart from the competition. That's right; your marketing results could actually soar just because you provide some basic customer service.

I'm shocked at how some companies are so willing to ignore fundamental customer service practices such as answering the phone, returning calls, and responding to emails. I'm not suggesting you settle for just the basics. Think of how you could dominate your target market with exceptional customer service.

One of the first questions I typically ask a new client is, "What sets you apart from your competition? What are the things that they're doing and saying? What are the things that they are not doing and saying?"

It's not uncommon to get a response that is something to the effect of, "We're available to our clients when they need us." But, just a little bit of casual observation often leads me to believe that the things they're saying and doing don't support that notion.

I had one client recently that very emphatically listed the following a two of key strategic differentiators...

• When our clients call here they'll actually get a person to talk to, not voice mail or an answering service.
• When we set an appointment we stick to it, or we'll call the client plenty ahead of time so they can plan accordingly.

The problem is their thoughts, words, and actions were not all in alignment. I had surveyed 30 of their clients to see what they valued the most from services they were receiving and what could be done to improve services delivered.

Can you guess what the two biggest complaints or suggestions for improvement were? Here is a summary...

• It's frustrating when we call or leave a message and then don't hear back from XYZ Company for several days.
• On more than one occasion, the XYZ Company representative did not show up for their scheduled appointment.

Performance and customer service is the most overlooked key element to successful marketing. Align your thoughts, words, and actions when it comes to customer service. Commit to continuously improving your levels of service and watch your marketing skyrocket!

February 23, 2006 10:48 - Business Networking at Training and Seminars

Don't overlook your business networking opportunities when you attend training or seminars.

The last time you went to a training session or seminar, did you view it as a networking opportunity? You certainly should. You just might be surprised at how much you'll get out of your attendance when you carry a networking attitude.

Many small business owners think of their training or attendance at seminars as getting a break from some of the networking that they do. That's a mistake. It comes from a lack of networking know-how and probably a general fear of business networking.

My Duct Tape Marketing Authorized Coach training is coming up later this week. That's what got me thinking about this topic.

Here are some business networking thoughts and secrets to get the most from your training or seminar attendance.

1. Remember the business networking basics...
• Show up with business cards - I can't believe how many people travel without them


• Have the courage to approach others and start a conversation - get good at small talk


• Be prepared with your attention getting introduction - don't go back to telling people you're a consultant or an accountant


• Don't be needy or pushy - nobody likes to interact with either kind of person
2. Plan ahead so that you're conscious of your marketing objectives while you are networking. Be clear about the things you want and need that could make a real significant difference for your business if you found them. Likewise, be clear about the valuable information and resources that you may have opportunities to share with others.
3. Keep your radar up for new potential strategic alliance partnerships. People attend training and seminars to improve themselves and focus on taking things to the next level. Creative juices are usually flowing and others will be more willing to explore opportunities and new avenues to create win-win relationships.
4. Participate fully in the sessions. Don't just show up and sit quietly waiting to be spoon fed. You should ask questions, offer comments, and engage in class discussions. Not only will you get more out of it, but expect other people during breakout sessions, lunch breaks, or other breaks during the training to approach you.
5. Create a list called an "Idea Bin" to take with you to your training or seminar. It's not unusual to have ideas or brainstorms that pop up as a result of the sessions or conversations that you get involved with. If you write it down, you don't have to carry the idea around in your head. That frees your mind up to continue learning and absorbing new things.

Get the most out of your next training or seminar attendance. Be prepared to be a great business networker.

February 27, 2006 09:46 - Duct Tape Marketing Intensive

This past weekend, I had the extreme honor and privilege to participate in the first Duct Tape Marketing Authorized Coach training. It was a group of 10 other individuals and me who have been selected to be license owners authorized under the Duct Tape brand.

All I can tell you is WOW! Get ready for some changes that will thoroughly improve and enhance my offerings to small business. Authorized coaches receive exclusive rights to provide Duct Tape Marketing services and distribute Duct Tape Marketing products.

John Jantsch has created what he calls the Ultimate Marketing System - The Duct Tape Marketing System. He calls it the world's most practical small business marketing guide. So now this group is being dubbed the world's most practical small business marketing coaches.

The first group of coaches John has assembled is an amazing bunch of people. There was an energy and camaraderie like nothing I have ever experienced before. We came out as a network of coaches committed to supporting and helping each other deliver small business marketing services like never before.

What does all this mean for Proven Small Business Marketing Solutions.com? From my perspective, the focus does not change. What this allows me to do is continue developing and expanding the usability of this online resource, while allowing me to offer you the leverage of the Duct Tape Marketing brand.

Duct Tape Marketing is rooted in seven core marketing principles...

• You must be clear on you purpose and vision which means strategy before tactics.
• You need to narrow you market focus with a well defined target niche.
• You need to articulate and communicate your strategic differentiation in all you do.
• Marketing materials should focus on your clients and help educate and inform them.
• Advertising and direct outreach need to be direct response oriented.
• Technology and the Internet are not only become more vital, but also more accessible and must be embraced.
• Marketing success can be scheduled if you live by a calendar.

I'm excited to share more as the future unfolds. If you have any comments, questions or concerns please do not hesitate to contact me directly (913-515-1230).