On 10/28/08 I posted "Marketing in Turbulent Times." It was followed up with another post about "7 Strategies for Email" on 12/16/08. Today, I'm offering five ways you can develop a savvy "plan of attack" when the economy is uncertain and your budget is tight.
1. Send out an e-mail. Seven strategies for successful e-mail marketing were discussed on my 12/16/08 post. One of e-mail's competitive advantages is its "... ability to help you protect your most valuable asset in a down economy: loyal customers," says John Rizzi, president and CEO of e-Dialog, a provider of e-mail marketing and database technologies for permission-based e-mail marketers. Today, e-mail has reached almost universal penetration, with 97 percent of consumers and 94 percent of marketers using the channel (according to a study published by Forrester Research, Email Marketing Comes of Age). So contact those people you have relationships with or who have opted in to your e-mail list. It doesn't have to be a sales pitch—and it's probably better if it's not. Simply provide some helpful information that is relevant to them, such as a monthly or quarterly newsletter.
2. Join professional organizations. However, don't just pay your membership dues and walk away. Many people join organizations, then sit back and wait for business to come their way. Clients don't automatically knock on your door just because you've become a member of the local Chamber of Commerce. I found when I volunteered to serve on a committee (i.e., public relations, entertainment, programming, event planning, etc.), or sat on the board of directors, that fellow colleagues discovered more about who I was, what my business was about and what my capabilities were. Then, many times, they referred me to others just based on their knowledge of me, not necessarily because they had worked with me on a writing project. Joining and actively participating in such organizations is a great opportunity to increase your network of contacts while being given the chance to share your expertise.
3. Offer to speak in public. "The best way to market yourself is to give yourself to the market. Expose yourself to your prospects," writes marketing professional Jeffrey Gitomer, author of The New York Times best-sellers "The Sales Bible" and "The Little Black Book of Connections." Call your local Chamber of Commerce, Rotary Club, business associations, etc. Many of these groups hold monthly membership meetings where professionals come in and speaks on a specific topic of interest. When I lived in Boulder, I presented at what the Chamber of Commerce called "Brown Bags," speaking on such topics as "AIDA: A Formula for Successful Copywriting" and "Surefire Steps for Writing Effective Print Promotions." Earlier this year, I presented a workshop about "Marketing in Turbulent Times" to the Kauai North Shore Business Council and later, presented tips from this topic to the Rotary Club of Kauai. Sharing what you know increases your credibility regarding your area of expertise. Even better, appearing at meetings like these puts you among a circle of businesspeople who may eventually need your services.
4. Invite clients, colleagues and prospects to your speaking engagement. Here's a great opportunity to build client relationships and encourage enhanced relationships with prospects without using a hard-sell approach. By hearing you speak, they get the chance to learn more about you without feeling the pressure of a sales pitch. While you're sharing your professional knowledge in a relaxed, nonthreatening environment—without the fear of losing a sale—they're observing your expertise, confidence and poise.
5. Write articles for business or trade publications. This helps increase your exposure, as getting published sends your name out to a broader audience while conveying your knowledge about a specific subject. It also enhances your professional reputation. Many publications will include your photo and phone number so readers may contact you. Then, after your article has been published, send copies to your clients, colleagues and prospects!
Maintain a Presence
The list of cost-effective ways to market yourself goes on and on. From sending out press releases to local and trade publications to teaching a class or workshop about your area of expertise. As you try out all these ideas, you will come up with many on your own. Don't be afraid to test your own, as long as they don't work against your other attempts or risk annoying potential contacts and clients.
Most important of all? Don't let people forget who you are ... where you are ... how you can be reached. Do what you can to maintain a presence. Stay in touch with your customers, be it via phone, "snail" or e-mail. Ask them what they want and need during this time. Remember, if potential customers are out there looking for your product or service and your name is visible, while your competition's is not, your marketing efforts will invite them to call you.
You'll find the complete article as published in "Inside Direct Mail" on my Web site at http://www.writedirection.com/articles/article15.htm Or, on the "Inside Direct Mail" web site at http://insidedirectmail.com/blurbs/292472136418088.bsp
Hope you find these tips helpful when marketing in turbulent times.
Debra A. Jason, RA, ABR
When paradise is calling you, call me!
(808) 826 1846 cell: (808) 635 8031
Vision Realty All Islands Kauai
www.kauai-hawaii-realestate.com
Kauai Realtor-Associate Debra A. Jason is past president of the Rocky Mountain Direct Marketing Association (RMDMA) and a recipient of their “Creative Person of the Year” award, She is also a seasoned copywriter with 20+ years of experience in the field of direct marketing. Based in Kauai, HI, her business, The Write Direction, specializes in writing Web & direct marketing communications. She has been quoted in books and articles, authored numerous articles & spoken on the subject of writing and Web marketing. You may reach her marketing business by phone at (808) 826-1846, e-mail: debra@writedirection.com, or visit her online at http://www.writedirection.com.
©Copyright 2009 Debra A. Jason dba The Write Direction. All rights reserved. No portion of this article may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording or using any information storage/retrieval system now known or to be invented, without written permission from the author.
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