Marketing — What works?

What is your marketing strategy?  You may think that marketing is getting your message in front of potential customers.  Or you may feel that it’s all about building relationships.  Or it is building a great looking website.
Or how about sending email newsletters, mailing postcards, or making cold calls?  Maybe it’s attending BNI or some other networking group? 

Marketing can be all this and more.  But what is important is what is working for you

If you’ve been trying every thing you hear about and calling that a marketing strategy, you’ve got some work to do. You need to create a winning marketing strategy that will tip the scales in your favor.  What works for one person or company may not work for another.

This is true not only in business but in politics as well.  Touring the countryside, talking direct to people works great for President Obama and played a big part in his election.  This strategy hasn’t worked so well for others.  Each of us is unique and each needs a unique strategy that works for us.

 If you’ve been trying lots of different things to reach your customers, you need to sit down and determine what works and what doesn’t.  If you’ve been in business for awhile, that is relatively easy to do.  Go back through your orders for the past six months and record where each of them came from.  Are you getting 60% of your orders from that networking group or is it one order every two or three months?  Are the cold calls producing appointments and resulting orders?  How about that website?

Once you know which techniques work for you and your company, this should be the center of your marketing strategy.  I’m not suggesting that you give up those things that work okay but not great.  But as long as you concentrate most of your energy, time, and money on the techniques that bring in the most orders, you can add a little salt to the pot with some of the less sucessful techniques as time and money allows.

Create a winning marketing strategy and you’ll have a winning business

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