“I’ve spent money on advertising before but it doesn’t work”

“I’ve spent money on advertising before but it doesn’t work”

As a Business Coach I often hear people say this, and there’s no doubt with so many advertising and marketing options available to us these days it’s certainly getting harder to know what to spend your advertising dollars on.

The truth is Marketing and Advertising does work, but where a lot of people go wrong is they are looking for a quick fix solution. They’ll place one ad in a publication, on social media, or run a few ads on the radio and expect it will lead to new customers flooding through the doors. Unfortunately it just doesn’t work like that. On average it takes up to 11 touch points with new customers before they will do Business with you. This might sound like a massive challenge but with a consistent approach to Marketing it is achievable and you don’t even have to have a big advertising budget.

I recently received a call from a client I had worked with last year. He was telling me how in the last 6 months his sales had doubled and he’d made the same amount of money in the last 6 months as he did for the whole of last year. I asked him what he put the increase down to? He said “There isn’t one thing in particular that lead to the increase, but if I thought about what I was doing differently I’ve implemented the Marketing plan you gave me and I’m doing all the small things that I haven’t been doing for some time – I’m being CONSISTENT with my approach to marketing”.

Here are my tips to getting the most out of your Marketing:

1) Think about all the different types of marketing mediums you have available to you to make your 11 touch points with potential new customers. eg. Website, Online Directories, Social Media, Linked-In, Networking, Email, SMS, Telephone, Brochures, Signage, Print, Radio, TV, Sponsorship, Business Awards, etc. Decide how often you’ll use these mediums to market your Business, and develop a Mini Marketing Plan and Calendar.

2) Allocate some time each week to implement your Marketing.

3) Be consistent. Marketing your Business is about doing all the small things right on a regular basis. .

4) Think about who your Ideal clients are and where would you reach them? What sort of messages would they want to see/relate to?

5) Givers Gain! Provide your potential customers with free tips or advice to help them succeed. If you are always selling to your database they’ll soon switch off or opt out from your marketing.

6) Be bold, be different and stand out from the crowd with your marketing. There’s plenty of beige marketing out there that no one ever notices

7) Measure all your marketing to see if it’s working. Eg. No. of social media views, use google shortner codes, Monitor email opens and click throughs to your website, put special offers on your ads(eg. mention this add to receive a free Business Coaching Session), etc.

I hope you have fun with your marketing and these tips lead to lots of new customers Motoring On into your Business.