Three Marketing Strategies for Building Your Business
What small business owner doesn’t want to sell more of their services and products? Selling is much easier when you understand a few basic marketing strategies for building the confidence and trust of potential customers.
Here are a few basic strategies to help you understand your prospects and customers.
Strategy #1: Classifying Buyer Personas
The best way to truly understand the wants and needs of your customers is to create your Buyer Personas. A Buyer Persona is a segment of customers or prospects that share similar demographics and interests.
Have you heard of the Soccer Mom or the NASCAR Dad? These are Buyer Personas that were created quite and actually marketed to by both the Republican and Democratic parties.
The key to defining your buyer personas is to look at your customer data and find ways to group common characteristics. Break your customers down into well defined buying categories as best you can. You don’t have to be perfect here, just do the best job with the current data you have.
Your Buyer Persona attributes can contain all types of data including age, income levels, geographic location, or business type. Basically, anything that pertains to your business and is measurable can be used to define your various personas.
Strategy #2: Define Your Unique Value Proposition
Your UVP, or Unique Value Proposition, will help differentiate your company from the competition. It also helps communicate why a potential customer should do business with you.
Don’t have anything that makes you unique? Then it’s time to create something from scratch. Take your time and be prepared to alter some of your services in order to support your unique way of standing out from the crowd.
Take a look at your competitors. What do they excel at? Can you find a way to improve upon what they are offering or to include a compelling guarantee that instantly sets you apart from what everyone else is doing?
Here are some ideas for better understanding your competitors.
1. Buy a product. Yes, I know it might be painful to give your hard-earned cash to the competition, but it is a great way to see how effectively they fulfill an order.
2. Subscribe to your competitor’s newsletters. This is a great way to discover the value they are providing to prospects and customers.
3. Request your competitor’s brochures and catalogs. Does your competitor offer a full year warranty? See if it makes sense for you to offer a 2-year warranty. Your competitor offers a 90-day money-back guarantee? Offer a double money-back guarantee.
Don’t skip this step! Taking the time to define your UVP is a critical component of attracting new prospects to your business.
Strategy #3: Create a Marketing Communications Folder
Prospects that contact you for further information are showing an interest in your products or services. What do you give them?
Hopefully, you give them a complete marketing communications folder that further helps educate them as to your capabilities. A simple two-pocket folder is all you need to begin!
Here’s what I recommend you include in your folder.
1. Your Story: What’s your compelling story? Every business has one. Write a page about your passions and why you started your business. Be honest and try to craft an emotional story. This can go a long way in building empathy and trust.
2. Your Business Advantage So what’s the big advantage to doing business with your company? Write out a page that explains the compelling reasons why people should purchase your products and services. Focus on benefits, not features.
3. Solving Problems: Type up a page that demonstrates how you have solved other customer problems. Describe 2-3 customer problems and how your business solved them.
4. Product and Services Page: This page describes the benefits of your main products and services. Make sure to concentrate on benefits and not features.
5. Testimonials: The testimonials page should highlight your best customer testimonials. Testimonials are a great way to demonstrate how you have delighted your past customers. They are a great way to build further trust with potential customers.
It is ok to add additional items to your marketing communications folder as long as they are relevant to your prospects.
Taken together, these three basic marketing strategies will help you create the trust and desire necessary to convert your prospects into paying customers!
Corte Swearingen has been helping business owners grow their profits for the past 18 years and is the founder of the Business Marketing Strategies website. For more information on attracting and converting new prospects, read Powerful Marketing Communication Strategies.
Related Blogs
- Related Blogs on direct marketing
- Kitsch Slapped » Blog Archive » Direct Marketing Crank Response, 1917
- Fundamental Concepts Of SEO | Copywriting and Direct Marketing
- Affiliate Marketing Money Making Strategy – Is There One That …
- Become Wealthy Through the Internet Marketing Program …
- Quality SEO Firm | Copywriting and Direct Marketing
