As you and your business approach a New Year, from a marketing perspective, I was asked twice in the last week about items within this article – so I thought it prudent to share it around again!
Small businesses don’t generally fail through lack of enthusiasm, they have a habit of failing through their inability to recognise the importance of marketing and sales, in fact 62% fail within six years and an incredible 96% fail within ten.
What if you could avoid the mistakes these budding enterprises have made, what can you learn from errors others repeatedly demonstrate and how do you benefit from the opportunities on offer?
In short, the five biggest marketing blunders (after all, none of us have a business without sales) I see are:-
- Not knowing who your ideal client is.
- Spending time and effort marketing to new prospects rather than focusing those you have already connected with.
- Not staying in touch with a potential or previous client.
- Not asking for testimonials and referrals from every client.
- Not paying enough attention to the merits of professional photography.
So those are the “not’s” – but what about the “do’s”. Well the answers lie correcting the mistakes in the five points above!
- If you haven’t clearly defined who your ideal client is, how can you tell former clients, or potential clients to refer them to you. Have a written document that plainly outlines your perfect customer, and always know what you don’t want in a client as much as what you do want.
- Your chances of closing the deal with someone you have already seen far outweigh those you haven’t. In fact recent statistics out of the USA suggest those chances are three times greater. Sell more to your existing clients and once you’ve maximised that, reactivate previous clients.
- There are a myriad of ways of keeping in touch with your clients, an excuse for not doing so just doesn’t cut it and it will cost you business. You are more likely to sell additional services and product to either if you stay in touch, and remember to ask. Up-selling by asking has been invaluable for the growth and prosperity of many businesses – ever heard “would you like fries with that?”!
Upselling?? - The most important things about testimonials is to ask twice – at the beginning and at the end. Video testimonials are undoubtedly the best but always have a clear list of the types of things you want to see in a testimonial.
- If you are serious about your design business, nothing speaks louder than excellent photography. Pictures speak a thousand words and unless you are an outstanding photographer, get someone who is. These images should be not only used but repeatedly changed, don’t fall into the trap of producing one outstanding design and resting your laurels on that one project.
Sales and marketing are the lifeblood of any business – especially design. If you are consistent in your delivery and observant about what works best, you will quickly see it becoming easier and easier, and spend more time doing what you do best – design.
