Having a disciplined approach to marketing the business can make the difference.
Marketing is a process, not a one-off event. It’s not advisable to copy what your competitors are doing. How do you know if they’re doing it successfully?
When you examine the marketplace, only 3%-4% of your potential customers are ready to buy at any one moment in time.
The main reason for marketing is to generate some interest by using a time-based process, such as a ‘drip’ campaign of communicating with potential customers until they’re ready to buy. This can be built around four words – interrupt, inform, educate and offer.
It’s a good idea to give consideration as to how you might be able ‘interrupt’ potential customers. This could be done via email or a telephone call, to advise them of your product or service at some particular point, followed up with information which will inform the potential customer of how your products can assist them in their day-to-day business operation.
Business owners and consumers receive hundreds of offers everyday, directly and indirectly. Therefore, you need to determine how you’re going to ‘educate’ your prospective customer on the services you’re providing. You’re then in a position to make an ‘offer’ to your prospective customer, having gone through the process of ‘interrupt, inform, educate’, as part of the disciplined marketing process, to inform and educate your customer on the products and services your business is offering.