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Articles and Information - Business
What You Must Know When Marketing Your Business
By Kathleen Gage
Marketing is both an art and a science. Anyone who says differently
probably isn’t doing very well marketing his or her business.
On the art side, intuition definitely plays into the equation. On
the science side, it is about systems, strategies and plans. Outlined
below are some areas of consideration when you decide to market
your business.
•?Determine where your business is currently •?Determine
where you want to be •?Know who your market is and/or needs
to be •?Identify what is important to your clients •?Identify
and evaluate threats and opportunities. For example, lack of experience
in the marketplace, budget, competition, no clear direction. •?Assess
existing and potential appeal of your product or service to current
and future clients or customers •?Select growth strategies
and a competitive strategy •?Develop a plan of action •?Commit
to focused action for results •?Having fun •?Identify
and evaluate strengths an weaknesses in the areas that determine
success to achieve this outcome. If you are unable to do this, get
outside assistance. •?Determine a budget
CREATING DIRECTION WHERE DO YOU WANT TO BE? •?Where do you
want to be as an organization? •?What kind of image do you
want to project? •?What are the benefits of doing business
with you?
COMPETITIVE ANALYSIS •?Purpose and function of your product
or service •?What makes your business unique from other similar
businesses? •?What does your business have in common with
other organizations? •?Biggest threat to success of organization?
•?What you must know about the current market? •?Why
do people buy from you? •?Why don’t they buy from you?
•?Assumptions by current staff about the market? •?What
can you predict about the future? What to do about it? •?How
attractive is your product or service to the consumer?
HOW DO YOU GET THERE? •?Target market •?Staff involvement
•?Most effective strategies for marketing and selling your
services/product •?What is your plan of action? •?Are
you committed to your success? WHEN YOU MAY NEED TO CONSIDER HIRING
A BUSINESS COACH •?When it is difficult to stay committed
consider hiring a business coach. •?When you just don’t
know what to do •?When you get sidetracked on your goals •?When
you want more success WHY PEOPLE DO BUSINESS WITH YOU •?Increase
income or revenue •?Increase quality of their personal or
professional life - or both •?Increase productivity •?Decrease
costs
KEEP ASKING •?Who is my market? •?What am I selling?
•?Can our company service what I sell? •?How do I keep
ahead of the competition? •?How do I get my customers to remember
me? •?Why would they buy from me? •?How do we keep visible?
WAYS TO INCREASE BUSINESS •?Time in the business •?Referrals
•?Up sell •?Visibility •?Check beliefs - do you
believe you deserve to succeed? •?Sponsorships or strategic
partnering •?Web site •?Online newsletter •?Free
seminars •?Promotional activities •?Write articles for
publications your target market reads •?Presentations at association
meetings •?Press releases •?Track where your business
comes from if you are diversified in your marketing and advertising
efforts •?Get everyone into the sales and marketing attitude
•?Have employees give you ideas •?Under promise, over
deliver •?Give back to the community •?Become an expert
the media calls on •?Treat the gatekeepers like gold •?Know
what makes you stand apart from the competition •?Get to know
the competition •?Build relationships •?Ask for the
sale when appropriate •?Sell them only what they need •?Keep
a great attitude
Kathleen Gage is a business advisor, keynote speaker and trainer
who helps others gain marketing dominance and visibility within
their market. She is the recipient of the 2004 Giant Step Award
for Business of the Year in the State of Utah. Call 801.619.1514
or email Kathleen@turningpointpresents.com . Get Gage’s online
newsletter called Street Smarts Marketing and Promotions by visiting
www.kathleengage.com
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