Marketing Seminars – 4 key marketing areas

A common question I am asked at my marketing seminars is ‘what should I concentrate on to get the best results from my marketing?’ Unfortunately the answer isn’t quite that straightforward and varies from company to company. However, I have recently devised a simple four part process that helps almost any organisation.

Imagine four squares on a piece of paper.  Each quarter has a heading as follows:

Attractors     Convertors        Retainers        Intensifiers

Attractors.  These are activities that you carry out to win the attention of new clients. This is all about stopping passing trade, making people pick up the phone or e-mail you via your website.  Activities in this area include PR, direct mail, optimising your website or making outbound phone calls.

Convertors.  These are activities that help you convert as many of the enquiries as possible.  They are all about dealing with enquiries quickly and efficiently and can include producing testimonials, writing case studies, getting your branding right and generally making a good enough impression to build confidence in a prospect to the point where they will buy from you.

Retainers.  The easiest way to build a business is by keeping as many of your existing profitable customers as possible.  The main way to do this is by making sure that you deliver your promises (and more).  This area also includes the concept of innovation and maintaining contact with customers to make it clear just how much you value their business.

Intensifiers.  You have a good relationship with your client – now let’s take it to the next level.  Can you spread the number of contacts you have in that business who can use your services?  Do any of the directors work for other companies or could recommend you to other companies?  Could you work on joint ventures together?  These and other ideas are all about making your businesses inseparable to prevent a competitor from edging you out.

The question to ask yourself is – where are you spending all your marketing effort, time and money at the moment?  If it’s not spread through all four sections, the chances are you could be missing out on the real potential of your business.

Alastair Campbell runs the Marketing Mentor programme which offers a free one day marketing seminar followed by a free 17 month marketing support package for company owners or their senior staff. Visit www.themarketingmentor.co.uk to or call 01858 44 55 43 to find out more.

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