Marketing is a Daily Requirement

As we roll through the recession, I’ve been thinking about what big stuff I’ve learned and observed while consulting and speaking across the US.

My list grows, but one top observation regarding almost every organization I’ve spent time around, large and small, nonprofit and for-profit, (heck, even my own country club) stands out above the rest – the lack of REGULAR, ONGOING, DAILY MARKETING ACTIVITY.

When meeting a prospect for the first time I always ask, “What do you DO exactly?” The answer repeatedly comes back in some form like:

* We publish books for the Christian marketplace.
* We develop solutions for radiologists.
* We do landscaping.
* We design and manufacture garage doors.
* We create and manage trade shows for the XYZ industry.

The fact is, these answers are not the primary business for these organizations. The correct answers should be:

* We market books that we publish for the Christian marketplace.
* We market solutions that we develop for radiologists.
* We market our landscaping services.
* We market garage doors that we design and manufacture.
* We market trade shows that we create and manage for the XYZ industry.

This is not just semantics I’m talking about here. This is important. Filling the funnel of future customers should be Job One of every organization every single day. Peter Drucker said the purpose of business is to create a customer and the first function is marketing. I would go a step farther and say the purpose of business is to create and maintain long-term, profitable relationships.

Yet almost all of us fall into the daily trap of confusing busyness with effectiveness. Our To-Do lists, voicemail, and email overflow with items marked “Urgent!” We dutifully tend to these tasks that, more often than not, have nothing to do with creating new business. The Tyranny of the Urgent, it’s called.

It’s cliche to say there’s a big difference between something that’s Urgent and something that’s Vital. Of course we know that something Vital is more important than something Urgent. But the truth is, we get done what we think we should get done, and something marked “Urgent” sounds, well, urgent. Isn’t it interesting that we don’t have a button on our email or voicemail marked “Vital?”

What’s the answer? It’s a lot easier than you might think. Tomorrow morning when you start your work day, don’t even look at your To-Do list for the first hour. Invest that first hour on the Vital task of Marketing. Call two prospects and two current customers. Clip out an interesting article and send it to your top ten prospects with a note, “Thought you’d find this interesting.” Begin writing a whitepaper. Add an entry to that blog you’ve been meaning to start. Do something that markets your products or services. Heck, write and article and submit it here, like I did!

Make that first hour your daily Marketing Hour. Fill that funnel. Nurture a new relationship. And be vicious with that time. Don’t let somebody take that away from you with something they think is Urgent. Remember what Drucker said.

Marketing is VITAL.

New Year’s Daily Marketing Plan Strategies Made Easy

Here we are, where we were last year and the year before and where we will be next year. I know that’s a mouthful but it’s true!

Every year at this time we take a look back to the past year and see how we can make this year better. Even if last year was a great year, we can also do it better this year. Or different anyway.

I want to share with you some simple daily strategies that you can use starting right now to get your business off on the right foot this year.

Don’t over complicate it. Keep it simple.

It’s not unusual for us to get in to overwhelm. This can be true especially if you are a creative type with all kinds of wonderful ideas running through your head. Maybe it’s the details that get to you.

If you are a detail person you may get into overwhelm because you see all those things that need to get done and what to focus on first.

I believe for the most part this is more a women’s issue than a man’s. Most men I know don’t get so caught up in the details. Is it a girl thing?

Let’s address the time issue. As you well know, time is a non-renewable resource. Once it’s gone, it’s gone and it isn’t coming back. There are 2 different ways to use time:

1. Investing Time

2. Spending Time

Spending time is playing around on Facebook or Twitter. Although we get clients from social media unless it’s very focused business building time, it’s simply time spent.

Hopefully, you are making connections with people and transforming those connections into a growing number of clients. If you do this systematically and it’s paying off for you, then this is investing time.

You need a structure, you need systems and you need an outline. After you have that in place you can go fill in the details and the ‘how to’s.

I suggest you start first with how much money you want to make this year. What is your Bold Money Goal?

And this doesn’t have to be for the year. I would suggest you make it more short term. Anywhere from 30 day to 60 days would work fine.

When you set this number I want you to stretch beyond what is comfortable for you. I don’t want it to be crazy either, a number that is just too far out of reach, at least for you right now.

Now you have your number so you are ready for your next step.

I want you to make 3 ‘opportunity’ calls per day. This is part of your structure. These calls are to ask someone about a possible joint venture, set up a speaking engagement or interviewing someone for a teleseminar. You want to be proactive here and make those calls. Don’t sit around waiting for people to contact you.

Next step is setting up ‘strategy’ sessions to speak to possible clients. Make 3 of these a day. You might call them ‘connecting calls’. Who have you met at a networking event or a conference? Who can you follow up with? What about people you talked to months ago but they didn’t hire you then. Call them back and see how they are doing.

That’s 6 calls per day and you’ll probably get voice mail most of the time. I suggest you track your calls. Who you talked to, who you left a voice mail for and need to follow up etc.

The last thing I want you to do is 1 to 3 tasks towards your 30 or 60 days Bold Money Goals. Is it a new program or new service you are offering?

To wrap up, these are just 3 daily things for you to do to get you to reach the income you have set for yourself. Don’t make this harder than it is. These 3 tasks are not difficult.

They may take some guts and they make take some planning but this is just one way you can move yourself forward and reach that Bold Money Goal that you have set for yourself.

Start making a list of people you can contact, possible future clients and how you are going to reach your Bold Money Goal. Keep this list on your desk or by your computer so you can add to it as opportunities arise. You’ll be amazed how this will help you move you and your business further along.

Business and Personality Type

I think personally that if we choose something that fits our personality then we will be more successful at it. Would you agree? For example I am setting up an internet marketing business and would love at some point in the future to be speaking on a stage in front of hundreds or thousands of people. I would love to be a motivator. My personality type is such that I can fit into this niche very well.

The niche I have chosen does fit my personality too. It’s all about networking with others in your chosen field and building relationships with those people. There are so many good internet marketers out there to follow and there is so much great content all over the internet. There are some golden nuggets of information too given away free.

Should you just be thinking of a niche market to attack, then ask yourself a few questions about your own personality before setting your business up…

  • Are you good with people?
  • Are you technical?
  • What can you offer others that will benefit them?
  • Do you want an online or offline business?
  • What impression do you want to give to your audience?

How would you describe yourself?

  • Outgoing, reserved, gregarious, shy, warm, cold, stubborn, open, perfectionist, critical, honest, helpful, happy, strong, persuasive, patient, weak, easily led, naive?

Once you answer all of these questions you may be in a better place to make the decision as to which niche market you’d like to get involved in. Perhaps you’ve already started something and you aren’t making a success of it yet. If it’s not too late you can always change direction. We’re told to stick at things and see things through but I’m not sure on this viewpoint. How long is long enough to decide if you can succeed or not? Is 2 years enough? My answer would be yes. For starters you need to start making money at something before 2 years is up otherwise how do you survive? You would be demotivated too I would think after this long of chasing your dream. Sack that idea and head in a different direction.

Are you selling or are you marketing? People hate to be sold something. They love the thought that they made the decision to purchase rather than feeling like you sold them something. They will probably come back too especially if you’ve given them a pleasant experience. If your personality is warm and welcoming you’re more likely to be able to succeed at selling something offline or face-to-face. If you’re not a gregarious character then you’d be better suited to marketing products online where you don’t ever have to meet the people buying your products or services.

Whatever you do or are thinking of doing, I suggest you write down all your traits and characteristics first. Look at your competition and ask yourself if you could do what they do. Do you have the personality to succeed with your own business or should you just be happy with a job? Just a thought provoking article hopefully that you’ve found useful and helpful.