When I work with clients they want more Internet search exposure for specific terms and phrases, and they want a marketing action plan to generate more sales.
I provide a comprehensive strategy that results in faster and more effective sales and marketing campaigns from six months to a year or more.
I have helped marketing departments increase sales effectiveness with irresistible value propositions that increase brand awareness and drive sales.
A good marketing action plan helps clients reach page one search results in weeks.
My clients generate more online views and interaction with informative materials such as advertisements, articles, blogs, emails, and more.
When I begin working with a new client I usually find that generating new business is left to the sales representative to:
- find new opportunities
- find and confirm the decision maker
- contact the prospect
- qualify the prospect
- attract the prospect
- pursue sales opportunities
- close sales and build relationships
- follow up and ask for referrals and endorsements
- compile results of sales into tangible reasons for new presentations
A good a marketing action plan can compress several steps and allow more time to be spent selling.
For example, interesting articles placed in print and/or online trade publications can generate awareness directly to your targeted audience.
Once online, these articles will be seen in search results for specific keywords and phrases. Articles and advertisements can generate links back to the company website. The more high quality links to the website the higher the emphasis Google places in the search results, increasing exposure and page dominance.
A good marketing campaign could include phone calls, emails, letters, leave-behind printed pieces, how-to hints and tips, reports, white papers, and other propaganda explaining irresistible benefits to your customers.
A good marketing campaign takes some time, often two to three years or more. Why? For example, publications usually need days and weeks to place an order for an advertisement, and often weeks and months for the inclusion of an article.
Before that, it takes days and weeks to craft reports, white papers, e-books, newsletters, website pages, blogs, how-to articles, hints, tip sheets, tutorials, videos, and other useful information that can be a catalyst for customer action when offered in an ad or article.
Salespeople benefit by addressing the prospects’ needs, often referring to these informative and conversation-building pieces. Customers often contact the salespeople with questions. Salespeople then expedite the sales process by focusing on the solutions to the challenges the customers have.
Effective email campaigns generate interest and provoke prospects to respond, saving salespersons’ valuable time that they can dedicate to closing more sales. Emails are excellent for getting conversations started, but too often fail when they have poor subject matter and poor headlines that do not address the recipients’ wants and needs.
The most important thing in your marketing action plan is to find out what makes the most sense for your company
Write down how you currently attract new business. What challenges have you been facing?
About how often (how many times) do you attempt to reach each prospective customer?
What are the dollar and time costs to generate a new account?
What do you expect will result if you continue marketing the way you have been?
Do you know what your value proposition is?
Note that a value proposition is not a unique selling proposition. A value proposition tells the customer what’s in it for him/her. What is your value to the prospective client? As you list the real benefits you will focus on your true value proposition. It will help you sell easier to more prospects.
Your prospects don’t care what awards you have won, what sales you have accomplished, what safety ratings that you’ve earned. Your prospects will listen to and will read emails that help them make money, ease their workload, and protect their wealth and business.
So think of how you would complete a sentence from your website that begins with a feature and speaks to the real benefit by explaining what that means, such as:
“We continue to refine and adapt to keep pace with our ever-changing world, which means…” then tell what that statement means to customers.
“Our asphalt-based roofing layers are resistant to corrosion, heat, and chemical degradation making our roofing system essential to the steel and aluminum manufacturing industries, because…” then tell what that means to the customer.
The real value is what you state after “which means” or “because.” That’s your headline.
Be sure to tell the story
Maybe a particular business or industry encounters dangerous situations and you offer solutions to them so they avoid costly production shutdowns or costly litigations. Make the customer’s day by stating something that will appeal to the customer. Remember that customers are busy people and are interested in how much more profitable they can be, and, how much easier or less stressful their days can be. Otherwise, your messages will be deleted.
And one more thing
Proofread your marketing materials; emails, website, articles, annual reports, white papers, etc.
Does your website contain errors like misspelled words or typos like so many sites do?
What does that signal to your prospective clients? Maybe that you are willing to take shortcuts, or that you don’t care enough about your image, or that there’s acceptable sloppiness, or that you aren’t really that serious about high quality, or, perhaps you don’t really know what high quality is?
As you go through this simple exercise to create your marketing action plan always be asking, “What’s most important to the prospective client?”
As you list your real benefits, begin developing your value proposition. It is more than worth the effort!