Memorable, Valueable And Frequent: The Characteristics Of Good Marketing

by Dawn Westerberg
Dawn Westerberg Consulting LLC

When it comes to developing a marketing plan, the question from business owners is always "What works?" Should the focus be on conferences or direct mail? Should the investment be in webcasts or publishing blog articles? Should I advertise, send out a monthly newsletter, or make 'How To' videos? The truth is, when done well, any marketing tactic works. When executed poorly, no matter how expensive or sparkly, they fail.

As long as your marketing is memorable, valuable and frequent, regardless of which particular tactic or combination of tactics you use, you will enjoy positive results. But there is some prep work that you need to do first.

Step one is to understand your target market. Who is an ideal candidate? Who can afford you? Who understands the value of your products and services?

Then it's necessary to compile a list of people who fit the profile. Once you have a list, you can begin to think about how to reach out to them.

The more targeted your list, the greater the opportunity for your message to be memorable. You can speak to the particular challenges they face in the language of their industry. Rarely do people just buy. What I mean by that is there is usually some pain or frustration they are facing that is spurring their search for a solution. Accurately depicting their challenges - communicating what they get versus what you sell - will show that you understand their situation and can help. It also serves to increase trust - their belief that you can handle the problem.

Within your communication, provide something of value. Sometimes offering something educational such as a white paper or webinar can be of value. As an expert, your time is valuable. You may want to weigh how the prospect might regard the offer of a free hour of process review or a system evaluation. Other offers of value may come in the form of special pricing on a purchase or a discounted event registration fee.

Humor or creativity is another way to be memorable. Instead of sending the typical email blast - send a three dimensional package with a creative theme. Or consider making a video that humorously depicts a key message. Always finish with a compelling 'call to action' that points to the action you want them to take such as registering for a webcast or downloading a white paper.

Finally good marketing is frequent. The more frequent your communication, the greater the chances your message and brand will be top of mind when the prospect decides to act. If you are only touching your list a couple times a year, they may not remember you when their critical business issue becomes so painful they are motivated to take action. By having a highly targeted list, you keep the number of contacts to a reasonable amount, making frequent communication affordable.

Have fun with your marketing. You are providing great products and services for your customers and you should feel confident about that. One tip is to develop a number of pieces at once. Often it is easier to spend a day or two developing your marketing campaigns - your creative juices are flowing and often it is just as easy to create 3 or 4 pieces as it is one. Many find it difficult to make have to go through the creation process each and every month.

Follow these guidelines. Spend some time developing a strong list. Draft a list of marketing pieces that are memorable, valuable and frequent. Then execute on that plan. When done consistently, the memorable valuable and frequent will deliver profitable results.

Copyright (c) 2012 Dawn Westerberg Consulting LLC

Dawn Westerberg invites business owners to 'fall in love with your business again' through sound marketing strategy that ensure execution drives results and profits. A frequent speaker at conferences around the country, she publishes a blog on B2B Marketing.

Article submitted Monday, January 30, 2012 & read 62 times.

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