Have you ever seriously thought about the results you aim to achieve from your marketing efforts? Of course, you want more clients, more revenue, and more profit. That’s the ultimate marketing result – a steady stream of new business. However, these are the ultimate results, but not the only ones possible. If you maintain only this short-sighted perspective, you will miss out on a wide array of other potential results that can ultimately lead to increased bottom line results. Here are a few ideas:
1. Become known to your target market.
Make it a primary objective of your marketing plan to become a “household name” to the prospects you want to win as clients. As you market, initiate contact with your target market. Respond professionally and quickly to any contacts you receive from your website or other marketing efforts.
2. Become trusted by your target market.
Meticulously keep any promises that you make in your marketing. Make sure that your prospects’ perceptions align with your marketing messages. If your marketing touts your quick response, respond quickly. If you describe “fast results”, provide fast results – in something of value to your potential clients. Be what your marketing says you are, and show that you’re trustworthy.
3. Become friends with your target market.
Associate with them. Develop relationships with them. Go where there are “pools” of your target market, and become known by them. You need to develop familiarity with your market before they will want to buy from you.
4. Inform prospects so that they are knowledgeable about your business.
The more that prospects know and understand about what you do in your business, the more likely they are to move closer to buying your services. Make sure that having fully informed prospects is a primary aim of your marketing plan. The more that prospects know about your business, the easier the sales process becomes. Closing a sale takes much less effort.
5. Have a steady stream of pre-qualified prospects for your business.
This is one of the best results your marketing can produce. By sharply targeting your market, you powerfully attract exactly those clients that you want to work with. They feel strongly drawn to you and your business because they recognize themselves, their problems, and their desired solutions in your marketing materials. They resonate with your description of their circumstances.
6. Create pre-sold prospects who know what they could expect from working with you.
When you’ve been known, trusted, informational, and prospect-centric in your marketing efforts, you’ll find that prospects will call you or contact you, already sold on your services, and basically asking you to close the sale.
When you plan the results you want from your marketing efforts, consider the full range of potential results. Sure, you want new clients, but without these other results as well, you’ll never move prospects to become clients.
Suzi Elton provides business writing that attracts targeted prospects to your service business and converts them into clients for you. She is a Robert Middleton Certified Action Plan Marketing Coach, as well as a professional writer. Her website offers a free series of 8 assessments you can use to analyze your own site.