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Time for A Marketing Tune-up
If you have been in business any length of time, I can assure
you that habits, not conscious thought, are guiding your marketing
actions. Many business people are great optimists, or they
probably wouldn't have gotten into the game to begin with. They
keep doing everything they've ever done in the hope that one day
it will produce results. STOP! It's time to get the brain back in
If you are like most people, each time you come across a new
marketing idea you add it to your existing approach. You never
think to weed out the approaches which haven't yielded any fruit
yet. You just keep adding more. Time for that to change!
Marketing strategies and actions tend to accumulate. They hang
around and continue to siphon off time from your day (even when
they may not be working as well as you'd like). We get into habits
of actions. Seldom do we take time in our busy schedule to really
assess how we are spending our time.
To improve your marketing, you'll need to clean out some old ways
Start to make this a habit. Every week, at a minimum, schedule
time in your busy day for a marketing tune-up. Ask yourself the
following questions during that tune-up:
1) What's working in my current marketing efforts?
2) What's not working at all?
3) What's not working as well as it should and how can I improve
These showed be hard to find. They are all the marketing actions
you are taking which are successfully getting your name in print,
driving traffic to your website or blog, making the phone ring,
and selling product.
What will we do about these? Keep doing them! In fact, is there a
way to expand on a currently successful marketing tactic? Expand
the places where you do traditional advertising? Write more
articles? Advertise in more women-related ezines?
Try to expand the marketing actions that are working.
What's Not Working At All?
Pretty obvious what we should do with these, right? Quit doing
them. Don't live on the false hope that someday these tactics will
surprise you. You don't have time for that luxury. Concentrate on
what's working now and what can be improved.
What's Not Working As Well At It Should & How Can It Be
Many of your marketing tactics may be yielding results, just not
to the level you would like. It's time to assess these and
determine ways to improve them. Maybe a lot of traffic is coming
to your website but your conversion to sales is small. Then you
need to redesign the website. What would make your site more
attractive to potential customers? Don't know? Ask them! Add a
survey form to your site. Ask your customer what they would like
to find on your site. Be as ruthless as you can in assessing your
site. Ask others to give you candid advice about your website and
LISTEN TO THEM!
In this same way, you will look at every marketing tactic which is
yielding results but could do better. As you do this, you will be
well on your way to improving the results of your marketing
efforts and freeing up time from those actions that are failing
The hardest part of tuning up your marketing efforts is getting
started. The time is NOW! Ready?
|About the Author
Michele Schermerhorn has over 30 years
experience in the business world and over 12 years
running her own successful online businesses. She is
President of Online Business Institute Inc. (www.obinstitute.com),
authors a marketing blog (www.imarketblog.com),
and regularly conducts free online seminars. Online
Business Institute Inc. exists to "Create Successful
Online Business Owners One Person At A Time".