This isn’t a game of 20 Questions. But it is a springboard for determining what can be done to boost your bottom line. If you’re pleased with the amount of revenue generated from new and recurring customers, chances are you’ve already got a solid marketing plan in place. If you’re yearning for more contacts and higher profits, however, it may be time to rethink your marketing strategy.



Marketing is, in its simplest form, about letting people know who you are and what you do. But you can’t contact potential buyers just once and sit back and wait for the dollars to come rolling in. To be effective you’ve got to hit people over the head again and again. Even if potential clients can’t use product/service X today but a need arises in the next year, the business that made an effort to stay in touch is probably the one that will get the call.

Wondering what type of marketing options are most effective? The following list offers some ideas, from most (top of list) to least effective (at the bottom):

Direct contact & follow up

Networking & referral building

Public speaking

Writing & publicity

Promotional events

Advertising

Now, once you decide which methods you want to pursue, put it in writing (for your own sake). Then—this is important—make a commitment to carrying out your marketing efforts on a daily or weekly basis. In order to see results, you need to stick with your plan for at least 28 days.

It’s also important to select the methods that best fit your business and your personality. For example, if you are in the start-up phase with a limited budget, you may not have the funds that print advertising often requires. But if you are willing to invest some time to locate and meet people who can help you grow your business, the rewards can be just as good as—if not better than—placing an ad in the local paper.

That’s what Becky Davies, Director with Mary Kay (www.marykay.com/beckycdavies), did after moving from Iowa to Illinois, where she had zero contacts.

“I got involved with the networking group Business Network International (BNI)," Becky says. “BNI helped me to get the ball rolling."

Becky’s marketing plan focuses on the top two points from this list: making direct contacts via networking. And she didn’t stop with BNI. She joined other groups to meet potential customers, including the National Association of Women Business Owners (NAWBO) and more informally, a local gym, where she knew women (primary users of cosmetic products) would be. Becky shares her initial experiences with networking:

“I got frustrated in the beginning," she admits, noting that she thought she’d generate leads more quickly. “But then I called someone I knew that had moved and asked what she did [to jumpstart her business]. She assured me I was on the right path but reminded me that networking doesn’t happen overnight…it’s about building relationships that will allow you to reap benefits of building your business."

Becky also credits her success to working with A 25 Hour Day. “It’s beneficial to step outside your industry and seek out individuals who are not familiar with your business. It makes you…see the forest for the trees…you know, that well-known analogy."

With 15 years of experience under her belt, Becky is clearly an example of a small business owner who has seen results from implementing a marketing plan and sticking with it. Her efforts have followed the logical pattern of marketing: outreach equals visibility, which leads to relationship building, or credibility. The end result is increased business, which is a possibility for anyone who is willing to put the time and effort into following with a marketing plan.

Resources

www.bni.com

If you want to learn more about BNI, the networking resource Becky mentioned, visit the BNI website. BNI is the world’s largest referral-based business networking organization in the world.

Guerilla Marketing

Author Jay Conrad Levinson is well known in business circles. If this best-selling text doesn’t yet have a place on your bookshelf, make room for it soon! Visit Levinson’s site www.gmarketing.com.

Big Ideas for Small Service Businesses

Here’s another book worthy of shelf space. Authors Marilyn and Tom Ross target service businesses and offer up tons of tips to help small business owners gain a competitive edge. www.amazon.com/Big-Ideas-Small-Service-

Businesses/dp/0918880165