Positioning before Promo: How to stop sabotaging your marketing

by Khadija Jordan 9/1/2017

Just get in front of as many people as possible and “somebody will bite”! Right? Not exactly. Being unprepared for the “bite” leas to bad reviews, returned products, and a poor overall customer experience. Making sure everything is in order first, will keep you from unconsciously sabotaging your own marketing. Here are 5 ways to do it:

1. Get the right people on the bus! As the great author, Jim Collins said in his must-read book Good to Great, “getting the right people on your team” is step #1 and I totally agree. Having bad apples in the bunch will 100% ruin or greatly delay all of your marketing efforts resulting in lost time and money. I’ve had several clients that hired us to do marketing and before we could even begin we learned during the discovery period that they needed to first pay attention to perfecting their team before any marketing could occur. Why is this important? Just imagine spending thousands of dollars on a marketing effort that gets your phone ringing off the hook only to have Jessica answer the phone with a terrible attitude, forget to pass along information because she is on Snapchat, and earn you a shiny new 1 star rating on Yelp or Google to be seen (and believed) by the world. Money down the drain.

2. Create a Buyer Persona: These are fictional, generalized representations of your ideal customers. They help you internalize the ideal customer you’re trying to attract, and relate to your customers as real humans. This will allow you to know exactly who your ideal customer is, how they like to be contacted, and the best ways in which to contact them. Then, when you invest $15,000 on your marketing campaign you will get a much higher, better, and more sustainable response then simply sending everyone in the nation a message. Experience Effect by Jim Jones is a great book that walks you through how to do this and more. I wish I had read it when I first started my business!

3. Document your Processes: This is important to do BEFORE you start marketing for clients because it will inform you of exactly what needs to be done and who is responsible for doing it and when the clients DO start coming in. Here is a great list of techniques to start with. Once it is complete, be sure to meet with your team regularly and go over the plan together so transactions run efficiently.

4 Develop a plan for customer feedback: It may sound odd but yes, this should ideally come before selling. The reason is that your customers are the greatest source of information and everything you do is for them. If you start early getting their feedback on your product, service or process, you greatly lessen the amount of time spent in trial and error…and trust me…there will be trial and error. This should then turn into a process done on a regular schedule.

5. Create a follow-up plan: Before you ever bring in a new client, you must have a plan for keeping them. One of the best ways is creating a follow-up plan. You should be connecting with your clients on a regular basis and not just to tell them about your great new sale. Give them experience incentives, create a referral system, communicate in ways that will mean something to them. Put yourself in the position of the consumer. If you were them, what would make you come back to you again and again?

Positioning before promoting is essential to ensuring the most effective marketing campaigns and the best use of your money. At Gratent Branding, we always evaluate your business first before launching into marketing strategy to ensure we get you the highest ROI.

What are your thoughts on these 5 steps?