No matter if you started your business 3, 5, 8 or even more years ago — or are thinking about starting a business, you already know there are an overwhelming amount of places & activities to spend your marketing time and money.
One common thread that runs through many of the business owners we have met with over the years is that — when it comes to their marketing — they always feel like they are “reinventing the wheel.” Have you felt this way?
Do you try one marketing activity and then six months later try another activity and then another and so on? Exhausted and frustrated, many entrepreneurs feel defeated by this cycle of trial and error. Worse, they’re subjected to endless sales pitches and marketing guru “quick fix schemes” that sound fantastic at first until the business owner realizes there’s no consistency and nothing to build upon.
Do you feel like you are “reinventing the wheel” in your marketing every few months?
Don’t worry you are not alone. Sales reps (online and offline) create this feeling for many business owners because they want to prey on that emotion — your feeling that you have to keep trying something.
You have the power to stop that endless trial and error.
You can build a high-performance marketing wheel and keep it going, working for you almost 24/7 to get and keep new customers, clients or patients for your business.
One simple, very effective way to start this process is to make a 5-column chart to help you focus and have more effective marketing.
This method helps you see if your marketing activities get results.
Read the details now … then click on our Facebook group link below if you want to use our free template!
Here’s how to create this chart: you want to have five columns. You can create it as an excel spreadsheet or start on a whiteboard or even use a pen & paper:
1. The first column should be to write down every marketing activity you have tried in the last 6 months – One Year.
2. How long did you try this activity & how many times did you try it?
3. How much did it cost? In money & in your time
4. What were the results? The number of calls, the number of leads, & the number of sales.
5. In the fifth column, you want to take a look at your campaigns’ results for targeting. This column will have several pieces of info. For simplicity, just group them in the 5th column. Were these activities connected to a specific Target Ideal Client? If the answer is yes, write down who you specifically targeted & what the product you offered was.
If you can’t get specific, that’s okay! (Most sales reps design their programs to where it is hard to be accountable for what they did and who they targeted. So don’t be surprised if your ad sales rep or “marketing specialist” never mentioned these targeting specifics.)
How do you get around that? Solution: let’s take a look at the marketing activities that were not targeted.
Can you apply this activity to your targeted audience? Can you reach your Target Ideal Customer with that activity?
If you answer “no” to both of those questions, then it’s probably best to put that particular marketing activity or ad contract on hold — or cancel it.
Why? Because if you can’t speak directly to the Targeted Client that is best suited for your products or services, you could end playing an endless guessing game, spreading your heard-earned marketing dollars across people who are not interested or suitable for your products and services.
If you put the activity on hold for 30 days — or cancel the activity and then miraculously find that it actually did produce results — you can always renew it … and get even better results by applying the Target Ideal Client principles.
Targeting is crucial in your marketing system because it identifies exactly who your products & services are helping and how to best reach them & speak to their dreams & goals.
Only targeting helps you attract the people who need your services and products and are also the ones you’d most like to do business with as well. That’s why “ideal” is key to targeting.
For the activities that produced positive results, I want to challenge you to take that activity one step further.
How can you improve that action by connecting a targeted offer & message to that audience?
For example, if you are running Facebook ads for teeth whitening and it’s going okay, wouldn’t it be awesome to target people in their late 30’s & 40’s who are about to go to a class reunion and want to look their best.
Think of how awesome it would be if you were a car repair shop and you could boost your business by calling on specific car brand owners instead of trying to get “anyone who owns a car.” That way you can be the expert in servicing that one car brand and have an easy chance of retaining their business in the long run!
This exercise is awesome because it gives you the focus and knowledge that you need to get your marketing to produce better results. If you are feeling a little more confident about your marketing decisions after working through this exercise, let us know!
Get the Activity Assessment Template free when you join our free private Facebook group — The Answer to Grow Business. Be sure to answer the 3 questions to be evaluated and approved to join. The template will be in the group’s files tab.