Archive for the ‘Customer Service’ Category
Massive Marketing Mistakes – Number Five: ‘Follow the Crowd’ Marketing
“I have to use cold calling to promote my business,” they say.
“Why is that?” I ask.
“Because everyone else in my industry does it. So it must work.”
These people are committing Massive Marketing Mistake Number Five – using marketing tactics that you think you should use, just because you’ve seen other businesses try them. There is no rule that says in any particular industry, you have to use a particular marketing tool. It’s much more important to work out what marketing will work for your individual business. In blog five of the series we’ll look at how you can do this. (If you’ve missed any of the previous blogs in the series, click here to read Number Four, where you’ll find links back the previous ones.)
Massive Marketing Mistake Number Five – ‘Follow the Crowd’ Marketing
The marketing tools that you could use to promote your small business are numerous. There are now many more tactics available than a few years ago, thanks in part to the growth of social media. There are also dozens of more ‘traditional’ ways promote what you do. So where do you start?
You need to start by reviewing the Massive Marketing Mistakes we’ve covered so far in this series. When you know what makes your business truly different (Number One), what your goals are (Number Two), how you’re going to reach your goals (Number Three) and who your ideal clients are (Number Four), you’ll find it much easier to select the most appropriate methods for marketing your business.
However, if you just jump into trying any old marketing, because you think you should, or because it seems that everyone else is doing it, or because the salesman says it will bring you new clients, then you’ll be committing Massive Marketing Mistake Number Five.
Your business is individual and different. This means that while there may be some marketing tactics that will definitely work for you and others that definitely won’t, don’t make any assumptions. Don’t follow the ‘you just have to try it, don’t you?’ routine. That will cost you time and money that you probably don’t have!
How do you avoid Massive Marketing Mistake Number Five?
First review what makes your business really different. Having a strong eUSP will make it much easier to promote your business. It will cost you less, because your message will be clearer, no matter which marketing tools you use.
Then remind yourself of your goals. If you’re only looking for three new clients this year, you won’t need to do nearly as much marketing as you’ll need, if you’re looking for hundreds of new clients. However, the marketing you’ll need to do will be very different.
How will you reach your goal? If you’re focusing on selling more to your existing clients, don’t waste time on Twitter looking for new clients. However, if you want to promote your existing services to new clients, then social media, backed up with some strong recommendations, could be the way to do it.
Remember to think about your ideal clients. Where do they hang out? If they use LinkedIn, then make sure you have a good presence there. If they only attend industry networking meetings, make sure you attend them too.
Plan your marketing carefully, before starting anything. Consider your own particular business situation – don’t think you have to try cold calling “because everyone else in my industry does it.”
Based on your planning, create a shortlist of around ten marketing tactics that you know will work for your business. Think about how to integrate them, to make sure they’re all working together, with the same message for promoting your business. Click here to share with us your top ten tactics and we’ll happily give you some feedback.
Massive Marketing Mistake Number Six is not setting a budget for your marketing – or spending money on your marketing without knowing what you’re spending. We’ll show you how to avoid this mistake and get the best from your budget in the next blog in the series.
Massive Marketing Mistakes – Number Four: Trying to Work with Everyone
“Who are your clients?” I ask.
“We can work with absolutely anyone,” they reply.
This is Massive Marketing Mistake Number Four – thinking that everyone will want to work with you and trying to persuade everyone to do so. You need to specialise and focus on targeting specific clients and that’s what we’ll look at in this fourth blog in the series. (Click here if you need a reminder of Mistakes One, Two and Three.)
Massive Marketing Mistake Number Four – Trying to Work with Everyone
If you’ve been following this series and avoiding the Massive Marketing Mistakes, you’ll know what makes your business different and you have some clear goals for your business. You even know how you’re going to reach those goals. Now you need to look closely at the clients you really want to work with, who really want to work with you. If you think anyone could become your client, you will waste your precious marketing budget and time in chasing people who don’t actually want to work with you.
Ideal clients are people who are attracted to working you. They are happy to pay what you want to charge. They respect and value your experience and expertise. They love recommending you to potential clients. Don’t they sound like wonderful people to work with?
Non-ideal clients don’t pay what you want to charge and they pay late. They don’t listen to your advice. They don’t recommend you and they’re always complaining. Why would you want to work with people like that? And yet far too many small businesses waste their resources in going after these people. Stop it!
How do you avoid Massive Marketing Mistake Number Four?
Focus your attention and your marketing on finding ideal clients. Work out what makes them tick and what makes them nice people to work with. Decide what they’re allowed to expected from you. When you’re clear on this, non-ideal clients will stop calling you and ideal clients will find their way to you. Here’s an example of how this works:
One of our clients had been chasing all sorts of potential clients. Her business was new so she thought she should work with anyone who showed a slight interest in her business. She found that many of the potential clients were messing her around, taking a long time to decide whether or not to use her services. They didn’t want to pay her full fees. Then they didn’t pay her on time and they were always asking for more. We showed our client how she could find much nicer clients to work with, by looking at the type of person she was. She realised that her ideal clients were people just like her. They share her values and beliefs. Now she only looks for people who see the world as she does. Now they come and find her and her marketing is much more targeted and much cheaper!
Who are your ideal clients? What makes them tick? What do they believe in and stand for? How do you want to them to treat you? Click here to tell us who your ideal clients are.
If you’d like to work through a wonderfully clever process that will show you exactly who your ideal clients are and how to attract them to you, get in touch to find out when and where we can do this and how little it will cost. Here’s what one client wrote in a LinkedIn recommendation recently, following such a session:
“I am in the business of helping clients create raving loyal fans, so I rarely make any recommendations unless deemed worthy as my word and reputation is one of my core values and won’t risk losing that reputation on “fluff”. There is a reason why Chantal is so busy. She is amazing. Thank you Chantal for the clarity and fun session you gave Louise and I. It is a breathe of fresh air that someone out there knows what they are doing and does it in a fun, professional manner in a way that helps people really understand what next steps they need to take in order to become successful.”
Massive Marketing Mistakes – Number Three: Chasing New Clients
What’s the third Massive Marketing Mistake that businesses make, which leaves them struggling to build the business they want? The first is not knowing where you are; the second is not knowing where you want to be. In this third blog in the series, we’ll look at the problems caused by not knowing how to get there.
Massive Marketing Mistake Number Three – Chasing New Clients
You’ve successfully avoided the first Massive Marketing Mistake by working out what really makes your business stand out from the crowd. You’ve avoided the second one too, by setting your business some inspiring goals. Now you need to think about how you’re realistically going to achieve your goals. Too many business owners invest too much of their limited time and budget into trying to take on new clients. Thinking that you need lots of new clients is a Massive Marketing Mistake!
There are four simple ways to grow your business, based on existing versus new clients; and existing versus new services, as you can see in this diagram. Always start with Strategy 1 before you jump into the other strategies.
How do you avoid Massive Marketing Mistake Number Three?
Focus your business on looking after your existing clients rather than chasing new ones. Unless you have a completely new business that doesn’t yet have any clients, you will have at least one. They are far more important than potential clients and can actually help you find new clients. Here’s an example:
At Appletree we carried out a survey of our clients, towards the end of 2014. There are two other blogs that you can read here, to get the full story. We had this survey done in order to find out how we could improve our service to our existing clients. They were asked questions about how likely they would be to recommend us and what they would like us to do differently. We looked at the results and made some specific changes for each of the clients who took part in the survey. One client said she would like us to do something differently on her monthly Mentoring calls. So we did what she wanted, without making a song and dance about it. And the result? A wonderful, unprompted recommendation on LinkedIn from her! Look after your existing clients and not only are they likely to buy from you; they will also be more likely to recommend you.
What are you doing to look after your existing clients? How often do you surprise them by giving them more than they expect from you? What proportion of your Marketing Budget do you allocate to looking after your clients? (And if you don’t have a budget, you’re committing Massive Marketing Mistake Number Six!) Click here to tell us how you look after your clients.
Massive Marketing Mistakes – Number One: Being the Same as Everyone Else
Over the years I’ve met many people who are new in business and are struggling to get going. They are finding the first few years really tough and are wondering when it will get easier. I’ve also met a large number of people who have been running their own businesses for a number of years – sometimes more than 10 years – who are struggling to keep going.
When I look closely at the problems that both these sets of businesses have, I see some real similarities. In fact, I think there are nine marketing mistakes that the new businesses and the more established ones are making. These mistakes prevent you from enjoying the freedom that running your own business is supposed to bring you. I have built these nine mistakes (or rather the results of avoiding them) into a clever process that you can apply, in order to build the business you want – one that isn’t struggling to survive! I will write a blog about each of the stages for you to follow.
Massive Marketing Mistake Number One – Being the Same as Everyone Else
In order to win business, you need to stand out from the crowd. To do this, you need to show potential clients why your business is different from your competitors.
I’ve lost count of the number of times I’ve heard business owners say “My business is different because we’re the cheapest/best/most unique.” You can’t all be the cheapest or the best or the most unique!
Too many businesses don’t put enough effort into working out what really makes them different. You’ve probably heard of USPs – Unique Selling Propositions – and you might even have yours written down somewhere. But does it really show potential clients how you can help them better than another business? Does it connect with their emotions? We all make emotional decisions about what to buy and who to buy it from – not rational decisions. You need to know how your service helps people on an emotional level.
How do you avoid the first Massive Marketing Mistake?
Work out what really makes your business different – your Emotional USP (eUSP). There are six eUSPs and you can find out more about them in this blog. Have a read and decide which is yours; then think about how to use that information in all your marketing messages. Here’s an example:
At Appletree we used to think that clients worked with us because marketing was a fun, exciting thing that they wanted to do. Wrong! Most of our clients don’t want to worry about their marketing – they just want to have it done for them, so that they can get on doing what they get paid for. They want the certainty of knowing that their marketing will be done, building their reputation and bringing them new clients. At first we thought that Certainty was a rather dull eUSP to have, until we started explaining to prospects that they could trust us to just get on with it. Now we have a reputation for ‘done for you’ marketing. “Just make it happen” is a request we often hear from our clients.
So what really makes your business different? What is your emotional USP? Knowing it is a real foundation stone for a successful business. Get in touch to tell us, or to let us know if you need help working out your eUSP and how to use it.
The second Massive Marketing Mistake is having no goals for your business. If your eUSP is your starting point – where you are now in your business – your goals are where you are going. In the next blog in this series, we’ll look at how to build your goals from your USP and take your business to the next level.
How To Get Recommendations – Find Out What Your Clients Don’t Like About Your Service!
The Appletree Client Survey – Part Two
In December I wrote about how we commissioned a client survey, to find out what our clients really think of our service. You can read Part One here. The second stage of the survey was to look at the results and the comments we received. After all, there’s no point in carrying out a survey if you don’t do anything with the information you collect.
First we looked at the overall scores we received. A question that all the participants were asked was “How likely are you to recommend Appletree?” On a scale of 1 to 10 (where 1 = ‘not a chance so don’t bother asking’ and 10 = ‘absolutely, definitely, of course!’) we scored an average of 8.7. That was a really nice number to see, but there’s no point in being complacent and ignoring the individual scores. I started by looking at the 6s we received, to see what needed to be done to increase those scores and give those clients a better service. They all have different needs. Many of our clients commented on how they appreciate our flexible, bespoke approach, so we’ve applied that to sorting out their specific issues. This is work in progress – something I will focus on for these clients over the coming months.
Then I looked at the comments made by the clients who scored us 8, 9 and 10. Again, we’re not allowing ourselves to become complacent. Just because a client is very keen to recommend us, does not mean that there’s nothing we can do to improve the service they receive from us. One particular client, who gave us a score of 10 made some specific comments about the mentoring service he receives from us. He said there was something he’d like me to do differently on our monthly calls. So the next time we had a call, after the survey had been completed, I did what he wanted me to do! I didn’t say “You said in our survey that you want me to do this so …” I just did it. What he wanted from me actually made a lot of sense and was simple to do. We ended the call and he thanked me for my time and support.
Two days later I received a really lovely recommendation from this client on LinkedIn. I didn’t ask him to write it for me. I didn’t make any suggestion that he might like to recommend me. He just did it. Why did he do this? I think it was as a result of a) giving him the help he expects and pays for on his mentoring calls and b) listening to his views and actually acting on them!
If you’d like to get more genuine recommendations from your clients, why not ask them what they don’t like about your service – and then do something about it?!