With over 75 different ways to generate leads, is it any wonder that many small businesses get overwhelmed with all the possibilities? Yet choosing the right ones to promote your business is a key to getting more customers and doing it profitably.
Here's 7 questions to consider when planning your efforts:
1. What marketing strategies have worked for me in the past?
While not a guarantee, past performance can be a good indicator of future success. Remember to consider both the number of leads and the quality of leads these efforts produced. Some strategies may produce poor leads, price shoppers, but not sales; others produce fewer leads, but more sales.
2. What products or services do I want to promote?
As a small business, your marketing needs to produce sales, not just awareness. So it's important to select the right products or services to promote, then select strategies that work for that product or service. Avoid trying to sell everything to everyone with your marketing - it's a recipe for failure.
3. How do my target customers like to give and receive information?
Do they prefer in person, by phone, email, in writing, online, etc. For most small businesses, this depends on what information you are providing and typically includes multiple methods.
4. How many contacts do I actually need to build relationships and create sales for my business?
Typically, businesses require seven or more contacts - any encounter with your business - to create awareness, build a relationship and create a sale. For higher priced services, where prospects may perceive more risk, the number of contacts may be greater. So build a variety of possible touch points - and deliver the same message consistently.
5. How can I get existing customers to keep buying, buy more or buy more frequently?
Many small businesses focus their marketing on generating new customers and often ignore their existing customer base. These offer a goldmine of opportunity, but only if y.....
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