This week we want to focus on one area of that game plan, customer focused marketing. When we’ve talked about our marketing plan in the past, we have normally talked about a 10 x 10 (which you can get in our resource section tab). If you are starting from a dead stop marketing wise, do not get overwhelmed, you can start with a three by three or a five by five, the key is just to start!
One of the key factors that the Justin talked about and what I’ve done in the pass is to get all your busy work done by a team member or by outsourcing it. Using other people to help will help you to get the show on the road and get it planned out and implemented with a system in place. Getting it started on that system is the challenging part, but once it’s all set up and going it flows freely.
I know one of the things for me in the past and even now is that I had someone take care of my social media. The posts, pictures and engagement is all stuck in someone else’s hands so I can keep working. I am a firm believer in leveraging what I can have other people do because I can create the profit to have these things done so that I don’t have to worry about doing it myself.
Even if you do you like doing social media yourself, I would urge you against doing that. Go create the profit to have someone else do it for you, that way you be sure it is still getting done when your marketing starts to work and you start getting real business in the door. You can make suggestions of what you like, but really your main focus as the business owner is to take your business and make it a very profitable enterprise. To do that effectively you are going to have to bring team members and service partners on so that you can do what you do best.
What we, as business owners, really need to be doing is focusing on the customer. You are going to create a solid marketing plan for keeping in touch with your customer:
How many times do you want to touch them
What do you want to send them a thank you for doing business
Is it Happy Birthday, is it a Valentines or a St. Patrick’s Day card
Do you want to send them a gift with the thank you note?
Could it could be brownies?
Every one of these ideas is just a little thing that you’re using to keep in front of them. I send out these little microfiber glass cleaner or screen cleaner with my contact information on. I occasionally send them out with a card that says “just thinking about you” or “just got these in and wanted you to have them”. They are nice for cleaning your glasses or your iPad or iPhone. For this we are just keeping in touch with them on a regular basis so they don’t forget who you are.
So really you’ve got 3 areas of sales that you market to according to Dean Jackson. You have the before the sale scenario, the during the sale and after the sale. Marketing that you do to keep the customer happy and referring you out is the best money that you can spend and where most business owners leave a lot of money on the table.
This is where your lifetime value comes in from your customers. As you keep in touch with them, you have a better probability of marketing to them on specials, on sales, things coming up, on new products or services. This gives you that opportunity to do business with them on a regular basis.Make sure that you are loving up on them so that you will keep them for a lifetime… it’s this lifetime value of a customer that builds longevity and profit into your business.
Create your system, present it to your team members and have them go through it so that they can actually finalize the system. Put it in writing so that it is a step-by-step process on how it’s done and what it looks like. Make sure to create a “manual” of all these followup practices so that your system for maintaining contact is set in stone and every one can follow it easily. Then every once in a while you can updated it and redo things as you talk about how well it’s working or what you think about that may help it work better.
I keep track of all of the results of my customer marketing campaigns. The nice thing about that is that you can review it on a quarterly basis and figure out what’s working. Maybe you’re not getting the response you want with your surveys, in which case you might try different approach. I may try mailing a different way… there’s lots of things you can do. I believe this particular marketing plan is where the bulk of your long-term profit is going to come from is the way that you keep in touch with your current customers.
As a side note, as we have talked about on the podcasts, relating to your customers is vital. You need to know how they think, why do they act that way or ask certain questions. If you’re having a challenge doing this you probably have to take a step back and figure out who your “perfect customer” or avatar is! Once you know how they will react to your marketing it will help you tremendously in selling to that person and you won’t get as frustrated.
In the end, the most important thing is to put together your systems, keeping a firm path towards customer focused marketing and keep your customers engaged. I hope we gave you some ideas to make this happen today, and that you can take some of those ideas and be creative about keeping your customers engaged. Like I said before, the longevity of your business is how you interact and keep your customers engaged so that they know who you are still in business and you never give them a chance to forget about who you are.
Now make 2015 a banner year.