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Your Marketing Plan Must Create Multiple Streams Of New Prospects,
And Convert Them Into Lifetime Customers That Deliver The Profits
To Guarantee Your Financial Success!
 
Here's how to do it...
 
When you have confirmed your marketing strategy, you will know exactly which segments of your market you are going to target, and you will have worked out why they should prefer to buy from you, rather than your competitors.
 
Your strategy also defines the pricing point of your product or service, and your prefered "route to market" i.e. direct to customers or through re-sellers of distributors, online or offline or both.
 
Your marketing plan lists the series of activities that you will gradually test, to achieve the following objectives:

1). Create initial enquiries and sales leads from qualified prospects (not time wasters)

2). Deliver a welcomed and value-giving series of communications which provide more advice, guidance and value than your competitors, and clearly demonstrates and explains why the prospect should take the buying decision.

3). Nurtures an ongoing lifetime relationship with customers to keep them delighted and loyal to your company, deliver long-term value to customers, and profits to your bottom line.
 
Based on who you are targeting you need to come up with a list of relevant media options that most closely reaches this prospect group, with minimum wastage. This might include a combination of offline activity e.g. advertsing, direct mail, seminars and exhibitions, and telemarketing, plus online methods including web sites, email marketing and sponsored llinks e.g. Google Adwords.
 
You must also decide how you are going to measure the success of each test activity.
 
Here's a summary of a marketing plan for a softwware company which will illustrate some of the activities to consider:

LEAD GENERATION

  • Direct Mail

Personalised sales letter and response mechanism from Partner Principals

Test 30 day free trial/scanner with selected resellers

Case study-based mailers or post cards

Invitations to road-shows or regionalized seminars and events

  • Test and optimise web site landing pages

  • Test alternative media to develop turn-key system to grow business across other vertical markets over coming years:

Advertising in Business Supplements and Industry Magazines?

Telemarketing as the first point of contact – particularly larger prospects

Develop Market-specific Special Reports and Soft offers

Email Marketing to drive traffic to new Web Site

Pay per click / On-line industry directories

CONVERSION TO SALES

  • Review existing sales aids for resellers and proposals for overcoming typical objections

  • Evidence of Results – testimonials and possibly streaming video or CD based case studies?

  • Risk Reversal and guarantees – how can Resellers adopt these?

  • Systematic follow-up and nurturing – what happens after product trial to those who don't proceed?

  • Role of Web Site as reference source to convince serious enquirers

  • Develop regular programme of communication to educate, nurture and inform via E-bulletin or newsletters


    Do you need a comprehensive, step-by-step guide help you quickly create the ultimate marketing strategy and marketing plan of activities to achieve your business goals in the shortest possible time?
    If so, please check out the 12-part Common-Sense Marketing Academy Home Study Programme.