Marketing Ten Commandments

1. Know thy target market- This is so important. Your market is not everybody (unless you are selling toilet paper, even then there is always a focused niche for your product)You must be clear on who you are selling your product/service to.
2. Reward thy customer- Your loyal clients keep the candles burning. Know who they are and reward them accordingly.
3. Use more than one form of communication- Don't just send e-newsletters, or print letters, do both. Use multi-media to communicate with. My business coaches(Richelle Shaw/Lashanda Henry) taught me so much about this. It has proven so valuable for my business.
4. Thou shall provide "top-notch" customer service- Exceed expectations. Don't take not one customer for granted. You are not the only_________in the city. You are not the only person that sell XYZ. Be friendly,helpful, knowledgeable.
5.Thou shall know thy competitors- Duh! You better know what promotions they are running. Know why their customers patronize them. Know everything about the competition. Everything! How do you know where you stand, if you don't know where they stand?
6. Know the art of repetition-There is a reason certain companies are household names. Repetition! Everywhere you go you see their ad. They send you mailings over, and over, and over again. Eventually you say "Let me check them out". Build your brand the same way. Send your mailings, e-letters, etc...over, and over, and over.
7.Thou shalt know where your business is coming from- Ask everyone "How did you hear about me?" Have a tracking system in place. Use different codes that coincide with specific ads so you will know if your marketing dollars are being spent wisely.
8. Thous shall ask for referrals- Ask your customers to refer you people. Mama said "Closed mouths, don't get fed". Open your mouth. Ask for the referral, and have a reward system in place for the clients that refer.
9.Thou shall use free publicity- Establish yourself as an expert. Write articles. Give workshops and seminars. Start a blog. Sponsor a charity. Give away a certificate for a silent auction.
10. Thou shall find out what the customer really wants- Use surveys, suggestion boxes,etc to get regular feedback. Don't assume they will just tell you. Bad news travels fast. Know where you stand. If improvements are needed make them immediately. If you get a 5 star rating..Great! You don't know if you don't ask.

What's your Purpose?

In times of economic hardship or the overall "the economy is bad" cloud, it is so easy to lose sight of the vision we have for our business. All over America people are feeling a "profit" crunch. However, it is imperative that remain focused and continue to implement strategies for businesss growth. Do not become personally deflated by the "bad economy" syndrome. In other words don't use this as the excuse for all your business woes. Ask yourself, How can I stand in my power and take back my business? How am I responsible? Review your mission statement. Do you know what need your business fulfills? Are you clear about your purpose and your passion? Are you truly aware of your worth. Encourage and Empower yourself to be responsibly,committed. I too am guilty of this. When asked "How is Business?", I have immediately said."Oh you know this economy is horrible..blah, blah". This has become a theme song. Yes the economy is bad right now, but I encourage you to persevere with purpose. Take control of things in your business that you can control.Implement those changes immediately. Be grateful for what is working and be a source of purpose.

NetWORKing IT OUT

A network is not good if you don't work it! Networking is about building relationships. Building your network takes time.

Prepare you 30-second commercial. "Who you are? What you do? What happens as a result of what you do? (clearly articulated)

Have plenty of business cards..make sure info on the cards is up to date.

Make sure to follow up the next day with an e-mail. (Just say ..It was nice meeting you..etc. This is not the time for a sales pitch. You must build a relationship.)

Build the relationship by recommending books and articles of interest to the person(s)

Establish yourself as an expert by inviting them to subscribe to your blog or newsletter.

Staying in contact with your network is crucial for relationship building which = more customers.

It's not who you know...it's WHO KNOWS YOU!

You need a website..NO EXCUSES

The importance of a website to a business is like the importance of motivated employee to a company. A well designed site will generate revenue and increase your business; on the other hand, a poorly designed or out-dated website may portray your business as amateur or unproductive. In today's growing, small business society, I like to compare: employee vs. website. The well designed website will: always add credibility to your business and strengthen your brand; expose your expertise; communicate with your customers regularly via newsletters and updates; increase your customer reach by putting your business out there to be found by clients who are already looking for what you offer; and last but not least, your site will provide 24-hour service. Your website is so important to your business that it should receive the employee appreciation award.

Ronieka Page
owner of eYe Q Solutions

Recommended Financial Readings

Know Thine Customer....

This post is inspired by a few business owners I spoke with earlier today. As business professionals....particularly entrepreneurs.. we need to understand exactly who our customer is. Unless you are in the toilet paper business everyone is not in your target market. Think about who currently does business with you. What do they look like? How old are they? How often do they need your service or product? What are their spending habits? Where do they live? How much money do they make? If you are just starting a business who do you want to buy your product/service.
When you understand who you are targeting you can then understand how to cater to your target. You will be clear on where and how to spend the money in your advertising budget. Your client profile is crucial information that you must know. When you answer the above questions then you can use marketing outlets that reach clients that fit your profile.

The Magic Words.......................

Master using the magic words. These magic word go a long way in your personal life and can make or break you in your professional life. "THANK YOU" How many ways can you tell a client Thank You? I will list a few.
1. Immediately after a client makes a purchase from you- Send an e-mail or card saying...Thank you for your patronage..........Look forward to servicing you in future
2.Referrals....Thank you for the referral. Your expression of confidence is appreciated. Trust that anyone you refer to me will receive the highest degree of professional service.
3. Telephone or In person contact- I realize time is precious. Thank you for taking the time to meet/talk with me. It was a pleasure. I will continue to respect the time you invest and hope to someday be able to serve you.
4. Presentation-Thank you for giving me the opportunity to present to you.........If you have any questions please don't hesitate to call.
5. Prospective client buys from someone else- It is with sincere regret that I am unable to help you at this time. Thank you for taking the time to consider my services. I will keep you informed of any changes or developments that may benefit you.
6. Birthday/Anniversary- Happy_____________. I thank you for your support. As always, I am commited to serve your needs.

The power behind the Magic Words is organization. Get organized now and watch your business grow and your Client Retention soar. You should have a task list of people to send out Thank You cards or email to weekly or even daily depending on your industry. How does it benefit you? = Recognition, Brand Awareness, and Stronger client relationships.