A true integrated approach to your marketing communications is what is
needed to maximise results.
A single advertisement could be focused on raising the awareness of your
company and brand(s), it could be about selling a product. However, in
isolation, it will not make the phones ring consistently. You must
implement some other marketing tactics at the same time to ensure maximum
impact & regular leads.
Here are some key marketing practices that are easy to implement,
cost-effective and will increase the flow of leads in the door:
Find out who your customers are and what they want.
Many businesses think they know who their
customers are and the reasons why they buy their product or services, most
often though, they don't really know. Set up a
free online survey through Survey Monkey and find out. This helps you focus
your key messages to their listening.
Take a good, hard look at your marketing material!
When was the last time you looked at the information you send to people to
sell them your product or service when they do enquire? Maybe it's time to
take another look.
·Do the key messages reflect what your customers say when you ask them why
they've used your services?
·Does your brand and identity reflect what you're about, what your company
·Do you have short concise statement that accurately communicates to
potential customers what it is that you do?
Talk to the people who pay you!
Many organizations spend a lot of money trying to create awareness of their
product or brand to new target markets. Why not start your
marketing with your most precious, current customers?
·Do you have a database and if so what state is it in? Is it accurate and
·Do you have a system set-up to regularly communicate to your current
customers to maximise up-sell and cross-sell opportunities?
·Do you have a specific referral program in place to encourage current
customers to pass on the good word?
Review your website and Search Engine Marketing
·Does your website reflect who you are and is it written from the
customer's perspective or the company's?
·Does your domain name reflect your company name so it is easy for people
to find you?
·Is there a Google Adwords campaign in place to drive the right traffic to
·Have you looked at content matching and blogging?
·What else can you do online to optimise your exposure in the media?
Track and measure marketing performance
·Are you tracking where all of your leads come from and comparing that to
·A simple tick-sheet used by your receptionist asking, "how did you find
about our service?" and one online, will suffice as a way to track your
marketing & communications spend.
Are you throwing money away!
·After point 5 has been put in place you can ask….
·Are you allocating your budget in the right areas? Where do you get the
most leads from and, do these leads result in real sales?
For example, do you get your best leads from your rather expensive Yellow
Pages Ad? Have a look and see if this money could be better spent
Are you doing enough bragging!
·Are you too busy working in the business rather than
on the business
·Are you attending events or looking at other opportunities, which allow
you to communicate to people about your business?
·Have you got your 60 second "positioning" on what you do and what you
stand for 'down pat'
·Are your key messages seeded through all the material that is sent out in
your PR and your marketing?
In an effective integrated campaign everything works together to drive
enquiry and the customers or prospects are reminded of your key messages at
each touch point with your company to encourage their positive response.