A foundation for your marketing

How we describe ourselves, what our goals are, what we do – describing those things are the biggest issues we face in marketing. We’re good at what we do, but we don’t spend a lot of time crowing about it, or figuring out what to say that will get us leads. And we sure don’t know what results we need in marketing. How do we get started?

Thoughts of the Day: Know what you do, and what you don’t do. Explain what you do in words that the marketplace can identify with. Put the word out, so that the right people beat a path to your door. Make sure the marketplace can find you in quantity sufficient to meet your company’s growth goals. While you need to be aware of your competition, you want to promote what makes your company special.

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Mastering the ‘game’ of marketing

There is so much information out there in marketing. It makes it hard to get attention and look believable. As we test new things, we don’t know if each new marketing idea will work or not. How do we keep from making ourselves crazy?

Thoughts of the day: Hang in there by looking at marketing as a game. Build muscle and results through practice. Play by the rules and play for long-term results. Just get started. Make sure you have the right team for the game you want to play.

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Communicate clearly through your marketing plan

We don’t know who we should be marketing to or how. We definitely don’t have a plan of attack. Looking for suggestions.

Thoughts of the day: Start by reading about what goes into making a good marketing plan. Define what makes your company stand out. Take a good hard look at who wants what you have to offer. Jump in by picking a few marketing efforts to focus on, but have a context into which those fit.

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Make your business unique

We need a differentiator; as an industry we’re being commoditized. We won’t be able to stay in business forever unless things change.

Thoughts of the day: Offering something unique boosts profitability and chances for survival in any small business. Avoid price wars. Turn away some buyers in order to create value. Don’t get complacent. Be nimble.

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Do your homework before offering something new

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Making a profit on something new can be a challenge. Had we not launched a new offer last year, we might have avoided losses in the past six months. But then we’d have one less thing to sell, which would also be a problem. How do we know which type of work is the most profitable?

Thoughts of the day: Try out new products or services on existing clients first. Price according to market need. Expand to new clients when you know you have an offer that works. Make sure to price in a margin for error. Allow the new venture enough time to get off the ground.

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