Welcome to the second and final blog post examining 10 classic marketing mistakes.
6. Being a wallflower
If you don’t ask, you don’t get. Be bold and ask clients and former employers for referrals, and give incentives if necessary. Use your testimonials in all of your marketing material.
Raise your profile by speaking in public at networking events. This is a great way to enhance your reputation and to gain practice for when you hold seminars or workshops of your own.
7. Not leaving the office
You may not enjoy making small talk over canapés at business networking events, but nothing beats face-to-face relationship building, even in this digital age. Attending industry networking events and seminars remains a highly effective way to generate business and referrals. In fact, most people you meet at networking events will be referrers rather than clients. Start meeting and getting to know complementary professionals who sell non-competing services or products to the same customers you are targeting. These individuals will prove an excellent source of referrals (though do make sure you return the favour!).
8. Overlooking the potential for repeat business
Too much marketing is focused on generating new business, often at the expense of thinking about how to maximise revenue from current or past clients. Are there any ancillary products or services you can sell to your existing client base? In particular, can you think of any subscription-based services that would enable you to generate a regular, ongoing income?
9. No follow-up system for leads
Establish a system to keep track of all of the people who are interested in your product or services, and find ways to keep in regular contact with them. By keeping track of all of the people who’ve showed an interest in your business, you’ll turn more of them into paying customers.
Getting the lead is usually easier than closing the sale. The hard work starts after someone has expressed an interest in your product or service. Follow-up their interest in detail. If they have asked for specific information don’t send them something generic – tell them what they want to know, and strike while the iron’s hot. Leads invariably go cold if you don’t follow them up straightaway.
10. Not keeping in touch with prospects
Just because someone doesn’t need your services now doesn’t mean they won’t have a requirement in the future. If they consent, add everybody who makes an enquiry – as well as everyone you’ve done business with in the past – to your database of monthly newsletter recipients. That way, you’re still in touch with them and they can contact you – or refer someone else to you – as and when the time is right. As the old saying goes, “the money’s in the list”.