little marketing

Are you ready to build a marketing plan?
Defining a target market and understanding the Customer Buying Cycle are keys to the development of an effective marketing plan.
Here is what you need to know to start that development.
Who is your target market?
Although you may want to sell your product or service to everyone, it may not be practical nor a good fit. You need to focus on a segment of the total population that is the best target for your offering and you need to learn as much about them as you possibly can. For example, who are they, where do they live, what is the 'pain' they are trying to solve, and how do they shop. A well-defined target market is the most crucial piece of an effective marketing plan and will be the backbone.
How do they purchase?
Once you have defined your target market, you need to understand how they make their purchase decisions and develop activities that will influence those decisions.
There are six distinct steps that an individual goes through when making a purchase decision. Some of these steps may be done instinctively when a simple purchase is involved (e.g. a magazine or a pair of shoes). However, deciding on a larger purchase (e.g. a car or a new home) may require more time and more thought as the buyer moves toward their purchase decision.
Regardless of the $ value of the purchase, buyers will flow through the following stages: Awareness, Knowledge, Liking, Preference, Commitment and Buy. Each of these important steps has its own unique attributes and cannot be skipped.
The ultimate goal of a good marketer is to reach the right target market and have them take an action leading to a specific result. Satisfied customers become loyal customers and will refer your product or service to others. You need to create activities in your plan that will help guide prospective purchasers through the buying cycle towards the desired outcome.
Marketing for each stage has unique definitions, goals and activities. Below we provide a definition, goals for the target market and for the marketer and typical activities for each stage.
To illustrate each stage, we will use the example of buying a car. It is important to realize that purchasing a service (instead of a product) would follow the same cycle and stages.
Stage 1 - Awareness
Definition: Realizing; being conscious of something
Goal for the Target Market
In the Awareness stage, the target market realizes they have a problem to solve. In the example of a car purchase, the customer has a transportation problem. They will start to consider different options - public transit, car pooling, or buying a car. They need to become aware of all their options including the different car companies.
Goal for the Marketer
As a marketer, you need to make your presence known and attract the attention of potential customers so that you are included in their list of solutions to their problem. You want your target market to receive a glimpse of who you are and what you are offering. In our car purchase example, you need to make the buyer aware that you make and sell good cars. The goal is to get the buyer a bit excited and looking for more information about your product or service.
Typical Activities
Typical activities or tactics for creating awareness might be an advertisement in the local newspaper or on the radio, or business cards or the creation of a new website.
Stage 2 - Knowledge
Definition: a body of facts accumulated over time; the fact of knowing
Goal for the Target Market
Here, the target market is looking for more information about any of the options that have piqued their interest. They will gather information to help them narrow down the list. In our car example, they will try to find out more about different car manufacturers through brochures, websites, magazines or car shows.
Goal for the Marketer
The marketer must ensure that there is enough information available to their potential customers in places where they can find it. In our car example, you want to provide them with information about your different car models and to provide that information where they will go - i.e. car dealerships, websites, car shows, detailed ads in car magazines, or reviews.
Typical Activities
You want activities that will allow you to provide additional detail on your product or service. Advertising with product information or user examples, a direct mail package or brochures will help provide knowledge.
Stage 3 - Liking
Definition: having the same characteristics; similar; equal; to be pleased with
Goal for the Target Market
The target market has now gathered information on several of their options and they need to determine which ones they like and which ones they can eliminate. In our car example, they are ready for a test drive, to read an existing customer testimonial or to review a detailed product comparison in a car magazine.
Goal for the Marketer
The goal for the marketer is simple - create liking for your product or service. You need to create activities that strengthen your position with the potential customer. In our car example, you need to provide a positive experience when they visit the showroom or read an article in a magazine.
Typical Activities
Customer references, telemarketing, a demo or test-drive are activities that would help guide a potential customer towards liking your solution.
Stage 4 - Preference
Definition: the act of choosing or favouring one above another
Goal for the Target Market
Now, the target market needs to decide which option they prefer on their short list. They continue to gather more information and may seek out recommendations from friends and family. In our car example, they may take another test drive with a family member or start to focus on more specific areas for comparison like warranty or awards.
Goal for the Marketer
The marketer needs to ensure the target market chooses his offering above the competitors. You need to be aware of what is most important for customers and highlight how you provide those particular benefits. In our car example, you may be aware that safety and financing are important to your target market. You will need to highlight those areas and provide proof of how you outperform your competitors.
Typical Activities
Marketing activities in this stage could include customer testimonials, pricing comparisons, usability comparisons or special offers to help the market solidify their choice. In our car example, pricing and special deals could be used to help create preference.
Stage 5 - Commitment
Definition: To entrust; to consign; to involve; to pledge
Goal for the Target Market
In this stage, the target market has to make a commitment to their preferred choice. They may review all the information received earlier and will seek out positive reinforcement for their decision. The target customer is ready to take another action - asking about a contract, purchase options or incentives, walking with the product to the cash or placing an online order.
Goal for the Marketer
Having a channel ready at this stage to help facilitate the commitment will ensure the deal is closed promptly and smoothly for your customer. Setting up and having the appropriate channels stocked with product and ready to fulfill orders smoothly is very critical to successful purchases. A good marketer will have activities in their plan to educate the sales teams and the channels (e.g. dealers). In our car example, providing financing and pricing offers as well as offering a great warranty will help the customer commit.
Typical Activities
Marketing activities might include sales training, customer service and purchase incentives.
Stage 6 - Buy/Sell/Loyalty
Definition: Buy - to purchase; to acquire in exchange; to believe.
Goal for the Target Market
Their goal is to purchase their desired option. They want to make a final decision and exchange money for your product or service. They want to sign the contract or purchase order, provide payment and walk out the door with their purchase. In our car example, they are handing over the check and taking delivery of their new car.
Goal for the Marketer
The marketer needs to achieve two goals - the acquisition of a customer and the retention of that customer. You need to ensure your customers have a positive purchase experience, leave with a smile and a desire to return to you or to recommend you to others. In our car example, that might include reducing the paperwork to get the deal done, a deal on services, a thank-you letter or gift.
Typical Activities
A smooth purchase process will help the target market make their purchase. It is also important to have activities following the purchase such as a repeat or referral incentive, easy access to service, an online support group, or a newsletter. This will help keep your customer group engaged and content.
Summarizing the Buying Cycle
Focusing on a specific target market and how they move through the Awareness to Buy Cycle will help you create a successful marketing plan with appropriate activities. The steps and the process are not myths; they are real and are integral components in a customer's purchasing decision.
Sometimes, we are in a hurry to get the end result and we want to skip steps and make assumptions about our target market. In most instances, this results in work having to be re-done, timelines extended and an increase of expenses. Taking the time to do the thinking and the planning will pay off in the long run with a successful marketing plan, satisfied customers and a good ROI.

Please look on http://www.tmt-solutions.com for our next article in the series - Choosing a Target Market. More detail will be shared and each subsequent article will talk about each stage in the Awareness to Buy Cycle.

If you're not attracting customers willing to pay your fees it may be that you are either delivering the wrong marketing message, pitching to the wrong crowd--or both! You have just one chance to make a great first impression with potential customers. Be sure to deliver the right message to the right audience.
Often, very talented and capable business owners who are very good at what they do, simply are not trained marketers. It is amazing how many spend tons of cash to have someone design a pretty logo and slick marketing tools that will never bring a response, simply because the materials focus on the company rather than the most important party in any transaction--the customer.
It's important for you, the business owner, to truly understand exactly who your ideal customer is and what moves that individual to purchase the type of product or service you offer. You can start by creating a general "client profile" or description of your "best" customer:
1. Demographics (information such as geographical location, age, gender, income).
2. Psychographics (what truly motivates the buyer to choose and purchase the product).
3. How your ideal prospects spend their time (what types of organizations they join, what they read, where they tend gather--especially in groups with other ideal customers).
Where to Find Prospects
When you have a clear picture of the ideal prospect in mind you can more easily figure out where to connect with people who are more likely to buy your goods and services. For example, knowing what publications they read can help you determine where to place ads or generate earned media coverage. Knowing where they tend to gather (i.e. professional association meetings, community events, networking groups) can help you create an effective networking plan. Knowing how your ideal client tends to utilize the Internet can help you connect on social media.
What to Say: Your Marketing Message
1. Be able to briefly and clearly describe what your company does in 30 seconds or less. (This brief description is often referred to as an "elevator speech").
2. Make sure your marketing message clearly describes what you do and the customer benefits of working with you (results your clients will experience).
3. Always present a clear "call to action"--in other words, be able to describe the next steps an individual or organization can take to learn more or work with you.
Bottom line: Know--really know your customer. Make sure your message demonstrates that you understand his or her needs, and that your company is the right choice to meet or exceed those needs.

Want to use this article? Feel free, as long as you also include the following:
Juana, a business communication consultant, works with organizations and professionals seeking to communicate more effectively with internal and external clients to increase visibility, credibility, buy-in and revenues. J-Hart Communications delivers group workshops, consulting and one-on-one coaching in marketing and public relations, presentation skills and communicating change. For more information, visit Juana at http://www.jhart.tv or call (702) 257-6646.

There is a lot of potential out there in using mobile marketing, but there is also a lot of risk. Just as you can easily pick up a large network of leads, you have to remember that you can quickly lose every one of them if you're not considered trustworthy. Here are some tips to help you build up customer loyalty.
Treat Your Loyal Customer Well
Always be good to your loyal customers. If a customer is purchasing from you on a regular basis, offer them different coupons and discounts. This will go a long way toward building a sense of loyalty. The customer will realize that there's something in it for them if they keep shopping with you.
Give Something for Free
More than offering up a coupon or some type of discount code for a future purchase, you can always give something away for frequent purchases. For instance, if a customer purchases two items from you, you can throw in a third item for free. This item doesn't have to be something of great value. Think about an eBook or free shipping or something in that area.
Don't Spam
Always respect a customer's privacy. When they opt into your mobile network, they're giving you valuable information via their cellular phone numbers. This information could easily be used for nefarious purposes; and even spamming their phone's inbox is going over the line. So you have to make sure that you're always respecting privacy. Never leave unwanted messages and never give that personal information away to anyone.
Ask for Feedback
You should always be willing to ask members within your mobile network for feedback on your business. You will find out exactly what you're doing incorrectly by asking someone for their honest opinion. You might not like what you hear, but you need to hear it.
Be Honest
If you have a lead or customer out there with whom you're communicating, you should let them know what your intentions are. You're not trying to be their friend. You're not talking for the sake of talking. You're trying to sell a product and any lead needs to know this up front.
Test, Test and Test Again
Certain things you do in marketing are going to have more success than other things you try, so you always need to monitor your progress. Unless you're monitoring what you're doing and how it's going, you're never going to know where to change or to adapt your strategy.
Get Your Pricing Right
Unless you're monitoring the market's prices per your respective niche, you won't know for sure just how to price your products. Using your best guess or offering what you think is a great deal is a surefire way to lose money. You need to offer prices within the competitive market range.
Show Your Appreciation
No matter if you're dealing with a one-time customer, a repeat customer, or even a lead that doesn't become a customer at all, it's important that you're always showing appreciation. Never neglect to speak kindly and always remember to say thank you.
The more you focus on your customers, the more loyalty you're going to build. Use the tips provided above to help you become a more customer-friendly businessperson.

For more great information on ways to improve your marketing efforts come to http://blog.whitebullmarketing.com/mobile-marketing-sms-tips-for-your-success/ Now.

The valuation of a small business is not an exact science - but there are some solid, commercial indicators which all small business owners should be aware of.
Before we embark on this short exploration of adding value to your small business with professional marketing, we'll actually begin this journey at our end-point to ensure a satisfactory outcome: Your profitable exit.
Have you ever thought of what you'd like to do when you are no longer running your business?
Your business is a 'means to an end'. It's simply a vehicle of choice to get you to where you want to be in the future. Notwithstanding, we strive for excellence in our endeavours from which others (particularly our customers) will derive benefits. The question remains though - when your time in this business draws to a close, will all your efforts have been enough to ensure a safe arrival at your desired destination?
Whether your goal is a target capital sum for a bigger business venture, or perhaps a lump sum for an annuity, the fact remains there are some serious financial sums to do.
Value is the key to accessing your planned exit. But how do you define the value? Who determines if what my business has is valuable? And exactly how much value do I need in order to exit safely?
The root answer can be seen in the following statement: "The net profit of a business is the source from which all earning potential is derived for an owner."
Net profit is essentially what goes into your pocket after all deductions inc. tax are parted with - this take home pay is the real value of the business to the owner. At your time of exit the net profit generated by your business will be the most influential factor in determining your exit value.
If you know what your desired exit value is, there is a simple calculation for deriving your business's required net profit. Usually, for the sake of robustness, an average net profit is calculated over the last 3 years of your tenure as owner.
Like most small business owners, after this type of 'exit value readiness' calculation, you may realise there is a significant gap between the actual asset value of your current operation (net profit) and your desired exit value. In order to close the gap, it's quite simple. You are going to have to inject some additional net profit into your enterprise and do it so you reach maximum net profit before the last three years of ownership (if you've not started already, there is no time like the present!).
So where should you start? By increasing your sales revenue - of which there are only three ways to achieve this:
1) Increase number of customers
2) Increase the frequency of purchases from existing customers
3) Increase your prices
The bottom-line here in achieving the above points is marketing. DIY marketing is indeed an attractive option for cash strapped owners, however for those seeking real returns and results, a professional marketing strategy is the only answer.
A professional marketing consultant for small businesses can build profitable systems into your enterprise to leverage real competitive advantage, ensuring your target customers prefer you in relation to the competition - even if they have to pay a premium!
A smart marketer will always seek to give you a competitive advantage in an area which is not easily imitated. Perhaps a person, skill set, brand identity, core competency, or commercial relationship. This prevents your competition from simply eroding your advantage and leaving you off the pace again.
Invest in a small business marketing consultant today and set your sights on a satisfactory exit.

Small Business Marketing Professional http://www.smallbusinessmarketingprofessional.com is a full service marketing consultancy assisting UK small business owners build intelligent systems targeting increased customer sales, net profit and exit value.
Contact us today for free marketing assessment... letstalk@smallbusinessmarketingprofessional.com

When your company heads to a conference, how do they make their presence at the conference pay off?
It's all about making a lasting impression with the right customers. The following marketing tips will go a long way toward making your next conference worth your while.
1. Streamline and focus the messaging.
If there is one thing you want conference visitors to remember, what is it? Whether it's your new product or something that distinguishes you from your competition, design your presence at the conference around that message.
2. Aim for quality - not quantity - of leads.
A conference results in ongoing revenues when it connects you with the kind of people who really want and need what you offer. Resist the temptation to expend time and resources attracting the attention of everyone at the conference. If you focus on attracting your own valuable target market, your efforts will have a bigger payoff.
Try getting input ahead of time from the sales team for the conference's region or market. Your experienced people on the ground may have useful information about the needs and interests of customers who attend the conference.
3. Choose your giveaway based on your message and customer.
Conference marketers often make the mistake of thinking their giveaway should be all about their company. But your conference giveaway is more effective when it's about your key message and your ideal customer. As long your promotional gift is branded, your name will be attached to a positive memory for the customers you want to attract.
For example, if a company wanted people to remember that they treat their customers like royalty, they might create "Queen" and "King" t-shirts that playfully invoke that theme. Or, if they wanted people to remember that they cater to families, their giveaway might be a toy for their customer's kids.
4. Make your giveaway unique.
To make your brand more memorable and attract more people to your booth, select conference giveaways that are a little surprising. You can do this by having a clever design imprinted on a popular gift, like a mug or shirt. Or, you can browse the unique categories of our expert promotional site.
5. Give them a reason to return to your booth.
Some conference marketers have had success with hosting a wine and cheese gathering and raffle for the last 30 minutes of each day. This gives visitors a reason to return and allows you interact and connect with them more, making a an impression that will last!

The author of this article has been working in the marketing industry for over 10 years conference giveaways for business and promotional items for large conventions. During her free time she loves to travel to Japan to learn the latest technology so she can incorporate it in her business plan.

Effective marketing is conducive for any business's growth and survival in today's challenging economic world. Businesses may spend thousands of dollars to promote and single product, name or an advertisement tagline. Some of the known marketing methods are multimedia advertisement, print media advertisement, billboards and etc. Over a decade ago, a new era of marketing known as social media advertisement was introduced, and has proved as an effective method to drive leads towards your services and products.
But when we talk about small businesses, most of the above marketing methods would cost 70% of all income into marketing and advertisement, and if you end if unsuccessful with your marketing campaign, then you may have to face huge trouble surviving your business.
The basic guideline of marketing is to localize your products, its name, or your marketing tagline among your customers and potential customers and drink bottles are the most effective and inexpensive method of making that happen.
Below are few points that tell us why drink bottles are the best tool for localizing your company's name, marketing message, etc.
Household Product
Drink bottles are available around us in so many ways. From our bicycle to our refrigerator, we keep bottles to store water, beverages, proteins and vitamins. Another best part of advertisement with that this product is carried by every person in so many public places such as parks, gyms, schools, and even at our work place.
Easy To Print
By printing a particular message or your company's logo or new discount offer, you can turn thousands of leads towards your business. Bottles are very easy to print according to one's needs and requirements, you can either print directly on the surface of the bottle or you can wrap around a paper with your message on it.
Durable Product
A lot of consumers do not keep many products no matter how expensive or cheap more than a semester. But drink bottles are likely to be kept by the user as long as he/she could until its lost. Some people even carry the same bottle for years to store water and proteins and take it everywhere they go such as parks, work, markets and other places.
Inexpensive
A normal size bottle does not cost you more than a couple of bucks or sometimes less than that, and if you buy it in bulk measure than it may cost you half of what is real price. Unlike the other promotional gifts or marketing methods, this is the most inexpensive and effective marketing tool that not only is useful for the presenter but it also comes handy for the recipient as well.
The last and the best part of marketing with drink bottles is it does not need recruiting big marketing teams to watch progress and pay for every lead coming towards your business. All you have to do is giveaway drink bottles as promotional gift to your potential customers and clients and leave the rest on the recipient and the bottle.

Australian Made Drink Bottles is the most well-known supplier of drink bottles in Australia. We offer the finest quality of plastic drink bottles in bulk measure at the most discounted prices.

What is attraction marketing and how can it help your business? Attraction marketing is an approach to reaching prospects by attracting them to you and to the products and services that you offer. There are many methods to achieve this, but it requires a certain philosophical approach in order to be authentic and most effective.
One of the biggest benefits of attraction marketing is that your perfect clients will self select and be drawn to you. No more chasing leads and trying to sell yourself. Clients will be attracted to you based on your message, the value that you offer, and a built-in trust in your expertise. Attraction marketing can be quite powerful, and can grow your business dramatically.
Here are the first three laws of attraction marketing:
1. Know Exactly Who You Are
You cannot be everything to everyone, so stop trying. Why are you in business? Are you trying to solve a problem? Why do people do business with you, and if they don't, why should they do business with you? Who are your competitors, and how are you different? Do you have clients who refer business to you? Have you asked them why they refer business to you?
These are all questions that you should be asking, if you are not sure of the unique or extra value that you bring to your clients. This is how you can determine your "extra value proposition", or your EVP.
Many people confuse EVP with branding, but they are very different. EVP is a far more powerful tool in attraction marketing. Let me offer an example:
You have a contract that must be signed in order to move forward on a very lucrative project. There are many ways that you can accomplish this. You can save a few dollars and send it by priority mail. You can send it by UPS. But,- when it absolutely, positively has to be there overnight? Saving a few dollars does not enter the equation. It has to be Federal Express. See how the EVP works to help a customer "self select" your services? Yes, Federal Express also has strong branding, consistent logo and colors, but it is the EVP, knowing exactly who they are and what they have to offer, that attracts their perfect customers.
On the other hand, "What can Brown do for you?" I'm not sure. I just know that UPS has big brown trucks, but without an EVP, I have no idea what makes them uniquely valuable as a delivery service. See the difference? Once you know exactly who you are, you will begin to attract a client that is more appropriate for your business, and who is willing to pay more for the extra value that you provide.
2. Know Exactly Who Your Clients Are
Now that you know exactly who you are, you need to know exactly who your clients are. If you are just starting your business, this should be the first step, not the second. Assuming that you have been in business for at least a few years, let's identify your best clients, and how to attract more of them.
In identifying and developing your EVP, you should have talked to a sampling of your clients. Your best clients have told you why they keep coming back and why they refer business to you. Your occasional clients and your former clients, told you why they don't come around so much, or why they have taken their business elsewhere. This information is invaluable. It can tell you how to improve your products and services for greater appeal, or it can inform you of exactly what kind of client you should be trying to attract more of.
Integrating the message of your EVP into all of your marketing and sales processes, will quickly reactivate the clients that should still be using your services. It will also reinvigorate your current clients and generate more referrals. This is the essence of attraction marketing.
3. Make Them An Offer They Can't Refuse
So, now you know exactly who you are, and you know exactly who your ideal clients and prospects are. Having this information should automatically tell you exactly what they need and want. This makes it easy to make them an offer they can't refuse.
Depending on the nature of your business, people use your products or services in order to solve a problem or to enhance their lives in some way. It is always about decreasing pain or increasing pleasure. They come to you because you know how to solve the problem. They either don't have the knowledge or it is too labor intensive to solve it themselves.
The offer they can't refuse has to be so valuable that it causes your clients to want more of your products and services. It must be so valuable that prospects will want more information about your products and services and will gladly agree to engage with you in order to get that information.
Information is a powerful tool for attracting new clients and for reinvigorating current clients. It is especially powerful for reactivating former clients. This can easily be the offer they can't refuse.
This information can be delivered in many ways. You can offer an online mini course delivered by email. You can offer a free report or eBook. You can offer a free webinar training or a weekly teleseminar. We are not talking about junk freebies here. This must be serious education to establish your expertise and to give serious value to your clients and prospects. This offer will build trust and confidence and will result in more business and more longterm relationships with your clients.
These are the first three laws of attraction marketing. If you only do these three things, you will see a major shift in your business. You will see a shift in the type of client that you attract. You will see a shift in your lead conversion. And you will see a shift in your profitability.
In my next article, I will tell you about 2 more laws of attraction marketing. In the meantime, let me know if this article was helpful. I welcome your feedback.

Eliana Galer is available to speak to your group and to hold trainings and live seminars. To learn more about how to attract clients and generate more profits, visit http://www.GalerConsulting.com.