Whether you’re embarking on a new marketing campaign, improving your web presence, or simply sending a sales letter to a group of customers, every marketing move you make should fall under the umbrella of your marketing strategy.

Here are a few tips to help make your strategy as effective as possible.

Know the Market

The first thing your strategy should consider is your market. Who are your customers? What do they want? What do they want for free, what are they willing to pay for, and how much will they pay for it?

When you are rolling out a new product, you should have a picture in your mind of precisely who is going to buy it. If you don’t, then you should be doing a lot more research ahead of time.

Find your Niche

Every product and service on the market should be there as an answer to some need or problem. Moreover, what differentiates your product from your competitors’, and why should your potential customers choose you. Your marketing strategy should attempt to answer these questions.

Define your Goals

This is perhaps the most significant part of your marketing strategy. When you’ve identified who you are going to sell to, and on which basis you’re going to promote your product, you need to define a plan to move people from conviction to action.

In other words, convincing your potential customers that your product is the best product on the market is one thing, but how are you actually going to get them to open up their wallets and buy your product?

There are a number of ways that you can do this, including directing customers to your website, or getting them on the phone so that you can drive them to action personally. Whatever option you choose, it needs to be defined in detail beforehand. All the advertising in the world won’t get you anywhere if it doesn’t leave people with a definite channel through which they can buy your product.

Test your Results

Testing is the final key to any marketing strategy. You will never get everything perfect ahead of time. Your marketing roadmap should ideally be in a constant state of flux. As you implement new marketing campaigns, you should be testing what works and what doesn’t work. Improve on the good, and get rid of the bad.

Happy marketing!

Sean

Sean McPheat

Marketing Consultant – Sales Expert - Motivational Speaker

Social Media Optimisation (SMO) is the new SEO and it can do wonders for your business in terms of generating more leads and increasing awareness of your brand – so how can you optimise your corporate social media accounts to get the most out of them in 2012?

Well, there are two basic components to any good SMO campaign. Firstly, you need to link your social media sites to your website and blog content through the likes of social media share buttons. By adding a Facebook “like” button, a “Tweet This” button or Google Plus’ “+1” button to your content your audience can easily share your content with others and give recommendation to your work, which any visitors to your site will be able to see through the number of likes and shares each your posts or pages have had.

The second component to a successful SMO campaign comes from the contributions you make yourself – by providing high quality content which continuously engages your audience, then sharing this to all of your social media platforms yourself so that all of your followers have regular updates to keep them interested.

It is also very important when creating improved SMO for your business that either you yourself, your marketing team or your company as a defined brand itself interacts with your audience directly, through posting comments on your own sites, interacting with your followers and engaging in discussion and debate on other relevant blogs and forums. Simply plastering your content all over your social media platforms is not enough – you need to engage your audience and interact with them in a way which drives discussion and sparks further interest.

In basic terms, in order to be successful with SMO your content needs to be engaging and up-to-date, and it needs to be made easy for your audience to share this content across as many social media platforms as possible.

SMO is just as important for your business as SEO has been, as not only can it drive traffic to your sites, creating increased lead generation and in turn boost your sales, but it is also aimed at increasing your direct contact with your current followers – which in turn will push your online reach out across your targeted markets and allow you to engage with more and more potential clients.

The main downfall with pursuing an SMO campaign is that it can be very time consuming, and if you don’t have a dedicated team to push SMO it can be very difficult to maintain a strong online presence for your business – so look out for future posts about some great online tools which can help streamline your social media efforts and increase SMO in one foul swoop.

Happy marketing!

Sean

Sean McPheat

Marketing Consultant – Sales Expert – Motivational Speaker

If you’re interested in taking your email marketing to the next level this year, consider these simple tests before you hit the send button.

Apply the Scientific Method

Treat your explorations in email marketing like scientific experiments. Apply the scientific method, so that you can be sure that you’re learning from everything you do. Do this by establishing a meaningful hypothesis, taking test samples, and taking accurate measurements.

If you can remember back to junior high school, a hypothesis is an educated guess of what you expect will happen. For instance, you could hypothesise that doubling the frequency of your email will drive your click-through rates from 20% to 50%. Or you could hypothesise that doubling your email frequency would cut 20% from your subscriber list over 2 weeks (in this case, you shouldn’t complete the experiment).

Test samples are a crucial part of the email marketing process. When you want to implement a slightly new strategy, you should never be sending it to your entire subscriber list at the same time. Instead, take a small sample, one who you think will be most receptive to the change, and send it only to them. Based on their response, you can then implement whatever changes in frequency or content you’ve made to your whole list.

Lastly, make sure that every change you’re making to your email marketing campaign is being measured for optimisation. This means that if you make a change in the frequency that you’re sending out emails, then you should be measuring the effects on click-through rates (hopefully higher) as well as the effect on subscriber rates (if too many people are un-subscribing based on a change you made, you may want to think about changing it back).

Add Value

The golden rule of marketing is doubly true over email. Only send your readers something if it is of value to them. And don’t forget the corollary to that rule – don’t send anything to you subscribers if it doesn’t have specific value to them.

The readers of your website, and the people who gave you their email addresses and asked you to send them information did so because they are interested in you, your information, and the products and services that you provide. Take that information and use it wisely. They want to be sold to, but only if you have something of value.

Happy marketing!

Sean

Sean McPheat

Marketing Consultant – Sales Expert - Motivational Speaker

The best way to do this is with an end-of-year marketing analysis and report. Don’t worry, you’re not giving the report to anyone other than yourself!

Identify Three Successes

It’s always easier to take criticism when you start with the positives. To this end, identify 3 things that’s you’ve done successfully with your marketing this year. And I don’t just mean that you should say “I worked harder this year.” Look for:

• Measurable improvements over 2010 (click-through rates, ROI on campaigns, etc.).
• Successful new campaigns implemented.
• Higher sales volume, new clients won, or costs lowered.

Look for the things that you did best in 2011. Now, the key is to identify what you did to achieve your greatest successes in 2011, and then try to repeat them for 2012.

Identify Three Failures

This can be a lot more difficult than identifying the three successes. Look for things that you did, which didn’t work out as well as you had hoped, or actions that you didn’t take, which would have been good in hindsight. Consider:

• Moves that you didn’t make, or delayed on (making your site mobile-friendly, kick-starting your social media campaign).
• Clients that you lost, or more importantly, existing client relationships that you let stagnate.
• Unsuccessful marketing moves (failed campaigns, ill-advised advertisements).

It’s always said that a mistake is an opportunity to learn. So don’t just dwell on your mistakes from the past year. The purpose of identifying them is so that you can make sure you don’t repeat them.

Identify Where you Want to Be Next Year

This is the most important part of the analysis. Taking your successes and your failures from the past year, identify where you want to be at this time next year. Put these in concrete terms, and make a plan for how you’re going to get there.

So rather than telling yourself that you want to have a considerable social media presence, tell yourself that by this time next year you’ll have 500 fans on your Facebook page, 5,000 followers on Twitter, and at least 5 highly-rated videos on YouTube.

Happy New Year, and make sure that 2012 is your most productive year ever!

Happy marketing!

Sean

Sean McPheat

Marketing Consultant – Sales Expert - Motivational Speaker

So, what can you do to give your social media strategy longevity in 2012? Here are a few tips to help you consolidate your social media activity for the New Year and beyond.

1. Stop saturating and build your brand

Once you have really got to grips with using social media as a business tool it is very easy to overdo your efforts and start to saturate your social media platforms with lots of content, from each department of your company, and for each separate product or service that you offer. Whilst you might think this gives you a broader reach and a better web presence, you are probably just confusing your followers by making it too overwhelming to receive all the content you are putting out there.

So instead of saturating your social media platforms, start branding all of your company’s departments and products or services under one main name. You can still keep separate accounts for marketing, management, sales etc but ensure you only have one contact from each department and include the company name in all of their usernames. This will help to consolidate and group together your team and products under your main company brand.

2. Post for the platform, not for your own benefit

Each social media platform is different. The way your followers use Facebook in comparison to the way they use Twitter is different, and the reasons some of your audience chooses to interact with you on LinkedIn rather than on Flickr will be different as well – they are looking for different content and are expecting different interaction with you depending on which platform they are using.

You probably already know how to use each of the platforms for your own benefit, but use 2012 to really tune in to what your followers want from you on each platform.  If they’re friends with you on Facebook then they probably want to see a more personal side of you, if they are following you on Twitter then they probably expect regular and consistent updates about your new content and if they have connected with you on LinkedIn they are clearly looking to engage with you in a more professional way.

Consider what each platform is used for and research the way people on the site interact and then tailor your involvement to these conforms – you’ll be amazed at the results.

3. Schedule your posting in advance

It’s always good to think about what you’re going to say before you say it, and the same rule applies with posting. Is what you’re posting really relevant? Will it be of interest to anyone? I would hope it would be otherwise why would you be producing it – but it doesn’t hurt to ask the question every now and again!

Scheduling posts in advance also stops you from overwhelming your followers with massive amounts of content, or ignoring them completely due to the fact you’ve had no time to create anything that day. If you schedule a weekly or daily plan for what you will be posting about and what content you will be distributing on which platform, you will soon find you have a nice on-going structure for each site making the whole process much more automated and easy to follow.

A great way to schedule social media sharing is to draw up an editorial planner at the start of each month, which gives you a chance to plan the bulk in advance and then add in more topical updates at times when you have less scheduled content going out. This will give your followers enough to keep them interested and ensure you don’t overwhelm them with information and scare them off.

The best advice I can give you for 2012 is to reassess where your social media campaign is at currently and where you would like it to be by this time next year – then simply put actions to your words and make it happen. Ask yourself these questions:  If you were a follower of your company on each platform, what opinion would you have of them? Are you getting what you hoped you would from engaging with them in this way? And is there more they could do to keep your attention? Then make 2012 the year you give your social media plan real depth and long term value.

Happy marketing!

Sean

Sean McPheat

Marketing Consultant – Sales Expert – Motivational Speaker

As the winter holiday season approaches, businesses need to make decisions about holiday sales offerings and how to best market them.  Price point is a big motivator for many consumers, but having the lowest price in town will not help much if consumers don’t know about it.  Take the time now to determine your deep discount items and plan your sale marketing strategy.

Determining Deep Discount Items

A deep discount item is one where the product is practically given to customers.  Stores make little to nothing on these items, and sometimes take a loss.  The point is not to sell many of the deep discount items, but rather to gain the upsells that bringing consumers through the door allows.  A sudden influx of new customers gives a retailer many chances to sell additional items that are not as deeply discounted.  Choosing the items for a deep discount is important, because if it is an item that is not particularly popular your store will not get the desired result.  Technology items are often a good bet, though discounts do not have to be on the latest models.  In fact, offering a deep discount on an old model can accomplish two goals in one.  It clears shelves for the next model and brings in new customers.

Letting People Know About Sale Prices

When preparing to advertise a major sale, banners are a must, but there are also other methods that are highly effective on a local level.  Even if you do not normally produce a circular, the holiday season may be a good time to print your first one.  It gives you a convenient place to put all of your sale offerings so consumers can add you into their shopping plans.  Depending on your budget you may want to include some radio or television advertising.  For those on a very tight budget, a coupon for sharing your sale link on a social media site can be a great way to get virtually free advertising.  Watch the wording on the coupon and make sure it is only for regularly priced items, and watch as consumers do your marketing for you.

Combining a deep discount sale with a focused advertising push is a great way to bring in the sales this holiday season.  Make sure to plan early to get the best deals on advertising, and send out press releases to the local media who may be covering sales for the season.  Start now, to ensure prominent placement in consumers shopping plans.

Happy marketing!

Sean

Sean McPheat

Marketing Consultant – Sales Expert - Motivational Speaker

A small business is highly dependent on local clientele and repeat business.  Without a loyal customer base, a small business will usually fail in the first five years.  Excellent customer service and a deep understanding of the products you sell are critical to keeping customers and brining in more by that most basic of marketing tools, word of mouth.  Regardless of whether you are opening a new business or advertising an established shop, marketing is essential to bring in new clientele.  There are a few great strategies that you can implement to encourage customers to try your shop that don’t cost a lot of money.  For the small business the best marketing tricks are inexpensive with a high rate of return.

Offer Incentives

One of the most basic marketing tools is to offer new and returning clients incentives to purchase.  If you are offering a service, a discount or small free service offered with a bigger order is a great way to drive sales in a slow month.  Coupons offering deep discounts on a single item, or freebie give-a-way of a small item can bring customers back in the door.

Get Referrals

Offer prizes to customers that bring in referrals.  If a customer brings in their mates, and they spend at a certain level, give the customer a store credit.  That keeps your costs low and brings new customers in the door.

Local Advertising

Flyers, banners and a great window display are all methods of advertising locally that help drive sales.  Flyers can, and should, be posted all over the local area.  A well designed flyer can help build awareness about your company and encourage those new to the neighbourhood to stop by.  Banner ads are a great way to notify customers about sales and new stock.  An attractive window display will pull in people walking by and get them to start browsing.

After you get the potential customers in the door, knowledgeable and friendly sales staff can help close the deal.  Pushy salesmen can be a real problem and it is important to train your staff to be client led.  Let the customer tell you what they want, don’t try to sell them on a product.  Responsive customer service will create more repeat customers than anything else.  Marketing brings people through the door, expert service keeps them coming back.

Happy marketing!

Sean

Sean McPheat

Marketing Consultant – Sales Expert - Motivational Speaker

Want to put a marketing plan together?

Here’s a no fluff, quick resume cheat sheet for you to use!

Just click on the image 

Thanks again

Sean

Sean McPheat

Now many business owners just implement a set of tactics in a very haphazard way with no planning or well thought through outcomes.

These same business owners then give up as soon as the results do not go their way! 

Instead, what you need to have in place is a solid internet marketing plan.

Here are 8 factors you need to take into consideration as you complete your internet marketing plan:

1. Set Your Objectives

What do you want your website to achieve? To sell your products? To create leads? For positioning? To educate your visitors?

2. How Are You Going To Make Money?

What’s your business model? Do you have a funnel in place that offers low end products first and then over time you sell more expensive products to them? Do you know EXACTLY how you are going to make money?

3. Marketing Budget

 How much do you want to spend up-front and then each month on advertising, content product etc

Many business owners go into this blind. Instead, work out how much you’ve got to play with and then cut your cloth accordingly.

4. Target Market:

Get to understand your target market very closely. What their pains and desires are. You need to know everything about them.

5. The Competition:

Who are they? What do they do? What are they better than you at? What are you better than them at? How do they market themselves online? What’s their online profile like? What’s their business model? Keep you friends close and your enemies even closer!

6. USP’s:

 Be very clear on what your Unique Selling Propositions are. Sometimes you think they are unique when they are not!

7. Assess Your Current Website:

Does your website match up with points 1 to 6 above? Conduct a thorough audit.

8. Traffic Generation:

Based upon your available budget, what internet marketing methods are you going to use to drive traffic to your website? There are countless ways to do this: SEO, pay-per-click, banners, text ads, ezine adverts, link swaps, social media, joint ventures, articles, content generation, posting blog comments on others sites – the list is endless! Work out which ones you’re going to use and then test them.

There are other factors but this is a good start!

Happy marketing

Sean McPheat

Marketing Consultant – Internet Marketing Consultant - Motivational Speaker

• Start by completely describing the product or service you want to sell. This description should be relatively simple (only a few lines) but should include what you have to offer and why it should be important to your clients or customers.

• Describe your target audience thoroughly. We’ve discussed the importance of having a target audience, but you need to take the time to write out the answers to those questions. Be as detailed as possible and make sure you include information as to how your organisation can reach those markets.

• Don’t forget to list your own goals and objectives. Simply selling to a particular market isn’t good enough. What are your short term goals and long term goals? Do you want to increase your client base, sell to the clients you already have, and continue to develop new products? Write it all out.

• Include information about your competition in your marketing plan. There is a saying that goes, “keep your friends close and your enemies closer.” You should know your competition as well as you know yourself. How else will you be able to compete against what they are offering?

• Determine your marketing budget and put the numbers in writing. Having your budget in writing will enable you to keep track of your expenses so that you don’t overspend and cut into your profit margin. You’ll also be able to determine where you need to make changes and what other marketing methods might be more cost effective.

This certainly isn’t an all-inclusive list of things to include in your marketing plan but it should definitely get you started. We’ll add to the list later on and before you know it you’ll have a well-mapped and fully functional plan on your hands.

Sean

Sales Expert - Marketing Consultant – Motivational Speaker