In this highly competitive
marketplace, it's vital to keep your marketing campaigns fresh, new and on
target. This fall, kick your marketing into high gear with this seven-point
checklist.
1. Reestablish Listening Posts
Smart marketing relies entirely on
understanding your customer. You need to know not only who they are and what
they buy, but why they buy -- and why they choose to buy from you. Redouble
your efforts at dialogue through social media, message boards and blogs. And
get direct feedback from customers or clients, or via your front-line
salespeople.
2. Announce Special Promotions
Use special incentives to draw
customers to short-term promotions. This fall (much like the last),
cost-conscious consumers are looking for good prices and great value, and
promotions are a winner with most all economic groups. Coupons are increasingly
vital, and there is a major rise in the desirability of online coupons.
3. Polish Lead Management
Over the summer, lead tracking and
follow up may have become a bit haphazard. Be certain everyone who takes
inbound calls asks every new lead where they heard about your company. Make the
leads generated by your online, print and broadcast advertising trackable. And
where possible follow up all leads within 24 hours. Today's sales are built on
trusting relationships that grow from excellent customer service.
4. Focus On Fresh Ideas
Don't rely exclusively on a small team
or just your marketing staff to produce fresh ideas. Make innovation everyone's
responsibility this fall with brainstorming sessions, company retreats or by
giving special recognition to individuals with the smartest suggestions. If
your business has few employees, assemble a seasoned advisory board or form an
online advisory group made up of members of your target audience to give input
in exchange for sales perks.
5. Renew Retention Campaigns
Do you have regular e-mail or direct
mail promotions that go out to your entire customer base? This fall, use e-mail
to crank up your retention campaign by putting it on a consistent weekly or
biweekly schedule. Soon you'll have discovered which incentives and messages
work best to retain and upsell current customers and convert prospects, and
yield the highest return on investment.
6. Enhance Your Giving
In this era of rising social
responsibility, customers and prospects want to know you're a good corporate
citizen, and this is a great time to align with a nonprofit. Businesses that
rely on local customers benefit from helping community-based causes. You can
provide pro bono services or undertake a promotional campaign to raise
charitable funds. Just be sure to promote the undertaking via your website and
the press. You'll provide help where it's needed most and earn appreciation
from customers that leads to sales.
7. Freshen Your Content
When was the last time you updated the
content of your website and your family of sales and marketing tools? Since
your website is generally the first place prospects go to learn more about your
business, it's crucial the site's appearance and themes are current. Imagine
someone following a logical path from your website through each step in your
sales process, and make sure all materials and messages they encounter flow
seamlessly from one to the next. With more shoppers than ever browsing the Web
this fall, it's a great way to jumpstart sales.
Source : Kim T. Gordon
Source : Kim T. Gordon
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