Define your goals. With clearly defined goals, you have something to aim for and a way to measure your progress. Ideas may include how many followers or connections you’ll gain on social media networks or how many new subscribers you’ll sign up for newsletters. Sales may be a number you take into account, but it shouldn’t be a goal for your marketing efforts.
Develop and build your own database . Building a database of former, current and prospective clients is absolutely essential. Include everyone you know who might be interested in hearing from you: friends, family, former business associates—everyone. Your communications should not be sales pitches; rather, offer valuable, helpful information relevant to your field.
Keep your database growing by offering content on your website that includes a “call to action”—an invitation for visitors to share their contact information in exchange for something that benefits them, such as free reports, how-to videos, blog subscriptions or a chapter of your latest book.
Maintain your budget even when sales slump. You need to pay more attention to marketing when sales drop off. The new prospects you develop today, and the prospects you’ve been establishing relationships with, will be your paying customers tomorrow.
Use every tool available. Forget expensive direct mailings. Instead, use social media networks to engage people. Also, creating a great website doesn’t have to break the bank, and you can ramp up its value by using it to showcase your publicity. Speaking engagements are very effective; personal, face-to-face experiences create lasting impressions. Traditional media is also powerful and carries the additional benefit of giving you credibility. Use everything at your disposal to share your message.
Marsha Friedman is a 23-year PR veteran and CEO of EMSI Public Relations ( www.emsincorporated.com/smallbusiness ), a national firm that provides PR strategy and publicity services. She’s the author of Celebritize Yourself and you can also hear her weekly on her Blog Talk Radio Show, EMSI’s PR Insider every Thursday at 3:00 p.m. EST. Follow her on Twitter @marshafriedman .
