7 Elements of a Successful Marketing CampaignPosted: August 26, 2010
Marketing involves everything you do to get and keep clients. That includes:
- Creating services – Researching the real problems your prospects are having, what solutions are currently available, and what you can offer to make their lives easier.
- Educating prospects – Explaining to prospects what their current problems are costing them and how your services can help them.
- Building rapport – Building genuine relationships with prospects. This isn’t about saying what they need you to say so they’ll buy from you. It’s about understanding who your prospects are, demonstrating that you care about their well-being, and showing them that you have the expertise to help them solve their problems.
- Demonstrating your passion – Selling is about sharing things we’re passionate about with others who might benefit. If you go see a fantastic movie, you tell everyone you know that they absolutely must see it. That’s selling. In the same way, when you sell your services, you must speak with a passion that shows you love what you do and believe in yourself and the results you get for clients.
- Putting your prospect or client’s best interests first – Your prospects and clients come to you for advice, so it’s up to you to provide them with the best advice you can give.
- Providing excellent service – That means being an expert in your niche area. You need to be courteous, friendly, and concerned with your client’s wants and needs. You need to know the soft stuff like how to uncover what’s holding them back from solving their problems, how to make them feel comfortable with making a purchasing decision, and what it takes to make your interactions with them as smooth as possible.
- Keep in touch – Finally, once you’ve completed the transaction, you must keep in touch and ask for referrals.
As management guru Peter Drucker has written, “Business has only two basic functions: marketing and innovation. Marketing and innovation produce results. All the rest are costs.” Innovation is about tailoring your services creatively to fit your clients’ needs while marketing is about promoting your services to the people who need them most for a reasonable fee.