Last month I wrote about the importance of becoming a Marketing Expert, if you want your business to really succeed. The first step is to get clear on where your business is now – what makes you different to all your competitors, what you’re selling and which competitors you want to pick a fight with. (OK you might not literally want to pick a fight with them, but at least read this blog to find out how you can differentiate your business from theirs.)

The next step is to think about the marketing tactics you can use, at this stage of your journey.

The ABC of Marketing

When you run a service business there are only three marketing tactics you need to use, in order to grow your business. They work because they allow prospective clients to get to know you and trust you enough to buy from you. Here’s how you can use them now, as you’re considering where you are now in your business.

A is for Asking for Referrals

At this stage in your marketing, your aim in asking for referrals from people you know is to tell them why they should recommend you. You must be able to explain clearly and precisely, what makes you different to your competitors. This is so they can say to one of your potential clients “You should work with Bill, because what makes Bill different to the other coaches is …” Unless of course your name isn’t Bill – but you know what I mean!

B is for Business Networking

Whether you’re networking online or offline, you have to be able to explain to the people you meet, very concisely, what you do and what makes you different. Whether you’re in a room full of people chatting loudly, or you’re on a screen full of people all trying to be heard, you need to shout louder and have a way of standing out. I once heard a coach say, “I specialise in life coaching and business coaching.” That’s like saying my favourite food is anything that can be eaten! Be specific and be clear. If you’re not, the people listening to you will stop listening and they won’t be able to recommend you to anyone.

C is for Content

Yes, you’ve guessed it. The content to share at this stage of your marketing journey should tell people what makes you different. This doesn’t mean that your blogs, newsletters and social media posts should all start with “I” or that they should be full of details about what makes you great and better than others. Instead, use your content to show potential clients why you’re different. If I told you that you should spend at least two hours a day on social media, or that you must spend a fortune on Facebook advertising, I would be no different to thousands of other so-called marketing experts. I use my newsletter to show you to focus on your marketing strategy first, before you go anywhere near social media. My blogs will tell you that coaches don’t even need social media to find new clients. That’s what makes me different!

Do you know what you’re selling and what makes you different, if you do, you can now go out and tell people. Ask for recommendations, engage with prospects at networking events and show them why they should work with you via your content.

Still not sure what you’re selling or what makes you different? Get in touch, tell me a bit about what you think you sell and what’s different about it and I’ll help you to really stand out. Then you can effectively use the ABC of Marketing to attract new clients.

Click here to email me or call me on 07773 252 744 for a chat.