Great Tips to Driving Sustainable Success
Many businesses rely on advertisements and fine salesmanship to attract and convert customers. While this strategy is occasionally successful, it can best be compared to hunting; that is, you venture out with the relevant tools in search of your prize, but are only successful on certain days.
For a successful marketing campaign you can rely on for continual success, you need to start seeing marketing as more of a calculated harvest, rather than an opportunistic kill.
What You’re Doing Wrong
- Are you wasting resources cold-calling and engaging in door to door sales?
- Are you offering all kinds of deals, discounts and coupons to attract customers?
- Are you turning customers away with self-serving product descriptions? Here is a great article on what to include when writing product descriptions.
- Are you wasting time and money distributing sales content to everyone you can reach, not accounting for whether they’re interested or ready to purchase your product?
- Most importantly, is your marketing target to make an instant sale and bank the money, instead of actually acquire a customer?
If you’re employing any of the above practices, you need to rethink your marketing strategy if you want to achieve the kind of success you desire.
Develop the Harvest Strategy
It’s time to stop throwing money away on endless landing page tweaks and website analytics, as well as adverts, yellow page ads and desperate discounts. Some of these things come in handy at times, but they should never form the core of your marketing campaign.
You need to develop a strategy that ensures you find the right customers, nurture them and make them come to you, every single time they want to buy. You need the Harvest Strategy.
The harvest strategy basically involves:
Identifying and marketing to the right people
Stop trying to sell ‘to whom it may concern’ and learn who your real potential customers are. For example, if you’re selling enterprise software solutions, you should target CIOs and not CEOs, where there is the distinction. This is where research and databases are vital.
You want to market to people who aren’t only interested in your product, but are in a position to make or influence purchase decisions when the time comes.
Becoming a welcome presence
Firstly, you need to learn to market your business , not your product. Remember that the aim is not to make opportunistic, instant sales, but to acquire customers that will drive sustainable revenue for your business long-term.
So, instead of marketing your product, market your business by trying the following:
- When you have identified your marketing targets, build a relationship with them first. Continually provide them with free information and guidance that helps solve problems they may have that are relevant to your business. Here’s why:
- Emotions are the main drivers of purchase decisions. There is a great article on this at com.
Everyone is offering great prices and outstanding services. To beat the competition, you need to strike a connection with your customers’ emotions.
When you provide your customers with valuable information and guidance first, you are already different and they will be tuned in to you.
- Most of your target customers are not ready to purchase instantly. So, instead of having your offer swept aside for later and forgotten, you’ll be building a relationship with the customer by giving them the information they need at that moment. This always keeps you at the forefront of their mind, which is exactly what you want.
- You’ll be positioning yourself as an expert in your field. Your target customers will trust you to provide the right kind of solution when they are ready to purchase.
- Encourage a two-way communication by requesting feedback. Here, you look to find out just how valuable your materials are, as well as identify other ways in which you can help your audience with any related problems.
Not only will this make you even more valuable to them, two-way communication builds a psychological connection with the target customer, which will come in very handy when they come to make a purchase decision.
- Keep in touch regularly, but not too often to become a distraction. If you can come up with great material every month, you are in the right frame.
One trick is to ensure you don’t forget to make a pitch now and then, but never too often.
Effective marketing requires patience, hard work and persistence. When executed correctly, incorporating the tips presented in this material, you’ll be setting yourself up for long-term success.