Ever feel like your prospects are playing hard to get? You’re not crazy. Prospects ARE harder to reach these days. Think about it. Twenty or twenty five years ago people looking for a product or service HAD to interact with possible suppliers in order to do their research and make informed decisions.
You've seen the trend - we all have. Marketing for small business has evolved. Where traditional outbound marketing strategies such as advertising and direct mail used to be the rule, the savvy business is adopting inbound marketing strategies to engage prospective customers. What is it and what are the steps to inbound marketing success? Inbound marketing has interested prospects coming to you for information, and as you build a social following, you turn that following into leads. That’s why more businesses are turning to inbound marketing for lead generation – using social media and blogs to engage, educate and ultimately have an already interested audience see the benefits of buying their product or services.
For consultants, coaches and other independent professionals, the strategies for getting more clients are pretty well known. Per author and renowned business coach, C.J. Hayden, there are 6 primary strategies for us to consider:
Too much information can be just as bad as too little -- you may have heard something like that before. It's definitely the case when it comes to marketing your small business. If you're like most entrepreneurs, you receive several ideas, recommendations, and pitches every day about the latest "must-do" marketing tactic.
What does “persistence” mean to you? Do you picture a salesperson who just won’t take no for an answer, the telemarketer whose number pops up on your caller ID every day for weeks on end (likely a computer doing the dialing, but you know what I mean)?
In most organized referral groups, we are taught about the role of reciprocity in our efforts to get referrals for our own businesses. BNI suggests we have a “Giver’s Gain” * mentality & Rick Silva of B2B Gathering often discusses it in his seminars. The idea that referring opportunities to the people in your network is what will eventually generate them in return is a very consistent and important theme among those who teach networking.
How to Create an Effective Marketing Message
...that resonates you’re your target audience. As I discuss in this video post about how to create an effective marketing message, breaking through the clutter of information presented to our ideal customers requires us to communicate in their terms, not ours. An effective marketing message is not about expertly describing our products or services. Capturing attention starts with connecting with our target prospects around the problems they face, the frustrations they have, and the desires they possess.
For B2B marketers, social media success (as in true ROI from social media) has been a bit of a mirage. Lately, I have found myself quoting the 10-4-1 rule in conversation after conversation with frustrated B2B marketers.
Do you ever feel like your prospects are ignoring what you have to say? Guess what... the unfortunate truth is that they are. We all are ignoring many many messages that businesses are trying to get us to notice.
I saved a recent unsolicited email I received because it perfectly illustrated a flaw that I believe is behind almost all failed marketing attempts to generate leads. Let's call it the "core flaw" -- talking about products and services as if that is what their prospective clients want.