Six Habits of Smart Marketers
If you’ve read my book, The Six Dimensions of C.H.A.N.G.E., you already know that the “H” in the acronym stands for “Habits.” Your business (and your life) are both massively impacted by the habits that you perform on a daily, weekly, monthly, and annual basis. They can be good habits, that are helping you move forward, or they can be bad habits, which keep you in a stagnant position or even cause you to move backward. Your marketing habits are the same; the things you are doing to effectively market your business have a huge impact on your overall growth and profitability.
1. Be congruent-If you say you’re going to do something in one of your marketing campaigns, make sure that you do exactly what you say will do. Otherwise, you will lose trust with your client immediately. Inform your team members about any offers you are making so that everyone can be on the same page. Technicians need to know what’s going on just as much as CSR’s or managers. In addition, make sure that every marketing action you take is in line with your brand and mission.
2. Utilize Free Publicity- Record some quick informational videos for YouTube that position you as the expert in your market. Make your presence known at community events where clients are spending time with their families. Contact media outlets when our industry is relevant to a current news story. Put together an event that helps a local nonprofit, such as a food drive or an animal adoption fair. The possibilities are endless, and the more you can reach your clients, the higher your top-of-mind awareness becomes. Developing positive brand associations doesn’t have to deplete your monetary resources.
3. Maintain a strong social media and email presence –Another economical resource is social media and email, yet many companies in our industry aren’t maximizing them. Between your techs and CSR’s, every client should be approached to not only write a review, but also to “like” your company and provide an email address. This is one of the best ways to stay in front of your clients on a consistent basis, with reminders, special offers, and helpful advice.
4. Develop sustainable processes- The foundation of creating effective marketing habits is built on processes and accountability. You should have a process in place for managing your social media presence, sending your monthly newsletters, running seasonal campaigns, etc. Holding people accountable to results is much for effective when processes are put in place and expectations are set.
5. Educate Yourself - Even if you have an agency or department that takes care of your marketing, make sure that you know enough about it to understand if you are being effective or not. Make sure you understand what a retargeting campaign entails, what good SEO numbers are for our industry, and what return you can expect on a specific campaign. You don’t have to know HOW to do things, just set goals and understand enough to figure out if your marketing budget is being spent wisely.
6. Simplify and Clarify – From your mission statement to your slogan to your ads, always ask yourself: “Is this simple?” and “Is this completely clear?” A confused mind never buys, so never confuse your clients with your marketing. Clear benefits and to-the-point messages should be the goal of everything you do.
These six marketing habits will help move your business forward exponentially. Take some time to examine how effectively you are communicating with your clients, and look for areas of opportunity based on your current habits. (Trust me, there are always areas of opportunity). Improve your marketing habits and enjoy increased customer engagement and loyalty, as well as overall profitability.