So, you think you're ready to go after another market?
Are you sure?
My question to you FIRST is:
Have you mastered the list of contacts and prospects you've
got already? Are you keeping in touch with them a couple
times a month either in their mailbox, their inbox or in
their face? Do they all know and think of you all the time?
If not - I would suggest you rethink this??? But, hey,
that's just me.
I believe it's important to set up easy to follow, easily
maintainable, logical and effective marketing systems in
your business. This doesn't matter if you're large or
small but without systems you could be running-a-muck!
Then, once you have these set systems in place for
mailings, emailing, networking, advertising, publicity,
speaking, tradeshows, etc. AND THEY ARE PRODUCING RESULTS
THAT YOU WANT. (the important key)
Then, and only then should you add on another market,
industry, target audience, group of prospects - you get the
picture.
Why?
Because if you keep adding new markets or new groups to
target without effective follow up marketing systems to
keep in touch with them - you've completely wasted your
time and money on developing those new leads.
Many small business owners do this every day. They keep
reaching for that new business, new lead, new way to get
their name out there, new networking group and new
advertising medium to generate the new business. But you
know what? 9 times out of 10 they forget to do their
consistent, effective, relationship building, ongoing
marketing and follow up.
Sound familiar by chance?
If and when you've done all this with everyone and anyone
you know and who's on your list and you are still doing it
consistently (because it's 10 times easier to get repeat or
referral business than it is new business)...
Then, you can start marketing to a new market. Ok? Sound
like a plan? Believe me; you will thank me if you set all
this up ahead of time. Otherwise you'll go marketing to a
new market, get a ton of leads and not have time to even
follow up on them much less the ones you already have.
Relationship Marketing is the easiest and most effective
type of marketing out there - ask anyone in the industry.
For small business owners and entrepreneurs this is a must
if you want to succeed.
So, please don't try to sell your products and services to
everyone just because they breathe air, niche it out to
where you can have a specific message to your unique target
audience so when they see your message - they say "Hey,
that's for me!"
Now, if you are ready to take on another market....you can
try:
- Choosing another business industry type
For example, if you already target attorneys and insurance
agents, would it make sense then to add on commercial
brokers and mortgage consultants or some other industry
type?
- Adding another zip code or area
For example if you primarily concentrate your business in
one geographical area, network in that area and serve other
business owners B2B in that area, then you might simply
take on another area, their networking events and those
same business types in that area. This is what I do when I
join another chamber - I take on all kinds of networking in
that area to be very visible; but I don' t add another
chamber until I've become totally top of mind with the ones
I'm in (and assuming I had more time to network!).
- Duplicate something you're already doing but for a
different market
For example, if you run a workshop or have a coaching
program of some kind specifically targeted to say spa
owners; is it possible to duplicate that process/program
for massage therapists, chiropractors, dentists, etc.?
- Adding online marketing to reach the masses - (or you can
still localize your online searches as well)
This might require packaging your expertise in such a way
that you could sell it online in Ebooks, Teleclasses,
coaching programs, etc.
----------------------------------------------------
© Copyright 2008 K.Sawa Marketing
Katrina Sawa is an Award-Winning Relationship Marketing
Coach who's helped hundreds of small business owners take
dramatic steps in their businesses to get them to the next
level in business, revenues and life. She offers one-on-one
coaching, group coaching and do-it-yourself marketing
planning products. Go online now to get started with her
Free Report and Free Audio at
http://www.jumpstartyourmarketing.com !
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