Paula's Marketing Words

Do you have the courage to ask customers these three questions?

Market research isn't for the faint of heart. It's helpful to have a bit of a thick skin so you can ask the tough questions and really hear the answers. What should you ask? There are three not-to-be-missed questions that every business should be asking:

1) What should you be doing better? 

2) What does the competition offer that you don't? 

3) Does buying from you enhance your customer's life? If yes, how? If not, why?

The answers to these questions will open up a variety of opportunities for you: potential new products or services, customer service improvements, and all sorts of great new messages to promote your business. 

Surveys can be easily completed via online subscription services like Constant Contact or Survey Monkey. Gathering information from customers and prospects can help move your company to the next level. You can discover the answers to questions you never knew you had. If you've never tried one, let 2010 be the year you start a regular market research project. You'll be amazed at what you learn about your own company!

Paula Mahony

For marketing results your can measure 

What would a little market research tell you about your company's value?

Have you ever completed a survey for a company and shared your inner feelings about the value they bring to you? If you run a business, a survey can be an incredibly effective marketing tool to generate great return on your investment. 

How? Simple. 

When the right questions are asked and the answers are carefully evaluated, you will learn the secret reason why you are as successful as you are or more importantly, what is keeping you from realizing your true success. 

Case in point: Schiavi Home Builders

Working with this large residential builder, we heard them say that they were losing business to the competition even though their quality was better. That prospects only wanted to make decisions based on price and that they (SHB) couldn't compete on price. 

Through various survey questions and interviews with prospects, we learned that price was the issue primarily because Schiavi hadn't clearly differentiated themselves from their competition. Prospects didn't realize the significant amount of design and finished craftsmanship that Schiavi put into each of their custom modular homes. They were lumped into the same category as all the other modular builders in their area. 

A few subtle changes to their messaging made all the difference in the world. When those new messages were translated throughout the company, a company record was set. They now say that research and messaging work was the best ROI the company has ever experienced. 

Advertising, Google ad words, direct mail, even social media cannot succeed if the messaging isn't in synch with your true value. If you haven't figured out what you have that customers value, it's time to think about a little market research. I have no doubt that the answers will give you something to consider. 

For marketing results you can measure

Paula Mahony

Marketing Plan for the Non-Planner

No one likes to build plans it seems. Whenever I ask a client if they have a marketing plan, there seems to be a lot of paper shuffling followed by a long pause and finally the answer: "No, not a current one." 

For all of you non-planners and for those who look at building a marketing plan the way I would look at being on an episode of FearFactor BeeKeeping, my pre-Turkey Day gift to you is this Fill-in-the-Blank, Multiple-Choice Marketing Plan. All the work (or almost all) has been done for you. Just implement and enjoy!

Step One Goal Setting

When December 2010 arrives and you look back at the year, how will you know this plan worked? Pick a goal:

1)Increase revenue (a perennial favorite -- nothing like capturing today's money)

2)Increase Prospect Conversions (my personal favorite because converted prospects represent future money as well as today's money)

3)Improve Customer Retention (3+2 = 1 plain and simple)

Step Two Know Thy Customer, Competitor and Thyself

A. In 2010, you will initiate a research intelligence gathering device:

1) Email survey via a subscription service like Constant Contact

2) Google Analytics

3) In store (office, restaurant, or shop) questionnaire

B. The key questions you will ask in "A" are:

1) How are we different?

2) How are we better?

3) What else could we do for you?

4) All of the above

Step Three Get Your Message On 

Communicate your findings via customer-focused, benefit-driven messages. Update your messages regularly on your 

1) web site

2) blog

3) Facebook page

4) video channel

5) Email marketing campaigns

6) All of the above

Step Four Refresh and Repeat

This marketing plan will be reviewed and the metrics measured (see Step One) on a:

1) Monthly basis - the last Friday of each month

2) Quarterly basis - the last Friday of each quarter

3) Annual basis - the last Friday of the year

4) All of the above -- mark your calendar now with an email alert

There you have it...Do-it-Yourself Marketing Planning...Marketing Plan-in-a-Box...or I guess in a Blog. Just print and serve!

5 good reasons to blog more

Blogging...if you believe everything you hear, everyone is doing it. But truth be told, most people aren't making the most of their blogging opportunities. Yours truly included although I've been an advocate for blogging for years. 

When I first started blogging, I believed that to really promote the concept of blogging to my small business marketing clients, I had to really use it. So I blogged...about client's marketing results, about my marketing results, about new product announcements, pet peeves in marketing, how to build a marketing plan, how to use email marketing with your blog and a whole host of other related marketing topics. It was fun and for a while, I was a regular (or relatively frequent) blogger. It really worked. And then I stopped. 

In recent years, I've been a hit or miss blogger. Mostly miss as you can see by the information in the archive. I have every intention of blogging regularly. I frequently say "Gee wouldn't that be a great blog post." But then something else sprints across my field of view and I'm on to another topic. Still it's important to remember the reasons to blog. Here are just a few:

1) Establish your expertise - you are an expert in your field. Let everyone know. 

2) Voice your opinion - you can't possibly agree with everything that is going on in your industry, your region or your own backyard.

3) Promote your ideas - the world is waiting for your brainstorm. Share it. 

4) Spread some good news - a blog is one of the best (cheapest and simplest too) pr platforms. Who knows who might read your announcement. And who knows how that might bring you new experiences. 

5) You've heard it before but it's true -- search engines love blogs. Know your keywords and use them. 

There are many reasons to blog. If these five don't motivate you, email me. We can figure out what it takes to get your fingers tapping.