Marketing is the business of promoting your product or service and connecting with your clients. It’s also the tools and the process that you use to get the buyers’ attention. Marketing is a conversation, and the better the communication, the better the relationship.
What is your marketing message?
Pay attention, because it’s wrapped up into everything that has anything to do with your business. Your logo, sound bites, Web content, press releases, website design and business cards all communicate a message about your business to your clients. And since these elements are saying so much about your company, you need to shape that conversation into something that matters.
To make the most of your marketing, Ivana Taylor suggests that you jumpstart your marketing with these four mix-and-match power tools:
- a logo package,
- a top 10 article,
- a WordPress blog and
- an email marketing account.
She includes software suggestions to help you maximize your logo package and key ideas for using the “top 10 article” to generate leads for your company.
She also shows you how to transform your B2B website into a customer magnet because, as Ivana puts it:
“Your website is a huge budget-friendly untapped resource that you’ve been ignoring for too long.”
While her article targets the industrial and manufacturing sector, the website is a major marketing tool for most businesses – especially since the Internet is the modern-day Yellow Pages.
But marketing is only the first half of the equation.
I have noticed two things:
- some small business owners ignore their marketing, and then wonder what’s wrong with their businesses;
- others fail to master the sales process and also end up confused.
Marketing gets the attention, but your sales process advances the relationship by turning potential clients into customers.
Sales and marketing work together. The stronger the marketing, the easier it is to sell. But no matter how great the marketing is, sales is a process that has to be acknowledged, practiced and honored with repeated execution.
Diane Helbig shows us how not to approach a sales pitch. At the core she suggests that we get training:
“Whether you work for a company or own your own business, sales is a critical part of your success – or failure. You owe it to yourself to be sure you are trained effectively.”
But after we get the training, she tells us to practice on “non-ideal” clients. “Practice on the companies or people with which you don’t necessarily need to score a deal. You’ll be more relaxed, and you’ll get the chance to work out the kinks of your communication” before you get to your crucial prospects.
Following her process has the benefit of calming your nerves. Practice, and then deliver.