Karen Purves

Boosting Credibility: 6 ways to learn more about your market

Posted on 24 May 2010 | 1 response

Many clients come to me listing all the things they have done, yet it doesn’t seem to be bringing them clients.

Their marketing budget has been spent on a new website, logo, stationery, brochures even. They’ve joined networking groups, advertised in local/national press or written a couple of articles. And, are disappointed, hacked off and thinking that marketing is just snake oil!

It usually takes one or two questions to uncover the sticking point(s):

1. Have you asked what your market what they want?
2. Is your marketing tailored to the issues causing problems?

In 99% of cases, the answers to one or both is No. So, that means all the money spent on marketing so far has been wasted.

Marketing is about the market, about your buyers. Give them what they are looking for and the sales will follow.

So, to Have More Clients, it’s a case of matching your offering to the market and, here’s how to do that:

1. At each networking event, book a 121 to find out more about the other people and their businesses. How you may help them with referrals and how they may help you. You may be surprised with what you learn.
2. Set up tweets asking questions or go through the tweets from people in your market to see what they are saying and sharing. Engage with them and see if you can interview them.
3. Set up a discussion thread on other social networking sites and respond to the comments so there is dialogue.
4. Create a short survey and promote that on your social networking sites.
5. Send an email to those people in your CRM and on your newsletter list asking them to complete the survey.
6. Ask other business owners serving your market whether they would promote your survey to their clients and prospects.

Once you have the answers you will be in a better position to:

• Have a website serving your market
• Able to create lead magnets
• Create your content strategy for social media
• Build credibility as an expert in your market

So, it is easy to get the market into your marketing. And, by engaging with your market, you’ll always be offering services that meet their needs.

Social Networking Burnout – is this you?

Posted on 28 April 2010 | 1 response

If you are new to social networking, then the newness of it all maybe keeping you engrossed. But, if you’ve been doing it awhile, how are you finding it?

I’ve been on social networking sites since 2005 and have seen a huge change in the way these are used and the volume of activity.  Although, I keep up with the technology, what about doing it?

Well, just this morning, I left lots of Linkedin groups because I found myself unable to keep up with the volume of information. By taking this into account, I have changed the way I tweet and use groups. I may appear to be more of a lurker now but, just as in face to face meetings, when the quiet ones speak people take notice. Well, in social media this maybe a foolhardy tactic and I will let you know in due course

So, what am I doing on social media?

I am blogging, tweeting, linkedin and  having a light touch on my Facebook fan page.

But, this year I am deepening relationships with people I “met” last year and seeing where this takes us …. After all social networking is about relationships, rather than noise and even in cyberspace that takes time.

How is social networking for you?

Email- the Basics

Posted on 21 April 2010 | No responses

There are two essential tools for effective marketing today:

1. Workhorse Website
2. Email Marketing

And, they are intrinsically linked.

Let me clear, email marketing is the way you keep in touch with prospects, customers/clients, partners and affiliates.

Sure you can send individual emails using your standard email software eg Outlook or gmail etc but this software isn’t designed to be used for marketing.

Email marketing has rules regarding spam and email reputation. It is much easier to use the know how of email marketing software rather than try to do it yourself.

Make sure your chosen email provider offers you website signup forms as part of the service. This makes the link between your website and email marketing stronger and automatic.

The more sophisticated the tracking of unopened emails and bounces will ensure your list remains clean. That means your emails will be more readily delivered!

That’s the basic starter information. Post your questions on email makreitng and over the next few days, posts will provide answers

« newer posts — older posts »