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Marketing Advice Hampshire – The Three Biggest Reasons Why Marketing Fails

Marketing Advice and tipsThe Three Biggest Reasons for Marketing Failing are …

1. It never happens

In others words, the great Marketing idea, or strategy is never implemented.  For example, a lot of people tell me “I am on LinkedIn, but I don’t really use it”.  I often ask business owners – “When did you last send out an email campaign?”  The answer is often “About three months ago.”

The truth is that the word most often missing from most small businesses marketing is the word ‘CONSISTENCY‘.  In other words, doing things in a consistent and ongoing manor.

So often I see businesses who only market themselves when they are not very busy.  When they are busy they stop marketing.  I also hear business owners telling me “I can’t afford to work with you right now Steve, but as soon as more business comes in, I will give you a call.”  Do you know what?  It never happens.

Sales and marketing, or lead generation and creation, needs to be driven.  I once heard a lovely saying: “Marketing is like a wheel barrow.  Nothing happens until you push it forward”.

2. It is never measured

One of the biggest ‘sins’ in marketing is not measuring your results.  Why?  Because you can not manage what you do not measure, so if you are marketing your business using a particular strategy then you need to know whether it is working or not.  Let me ask you a question: What return on investment do you get from your website?  How much did your website cost you and how much has it made for you?  Do you even know this KPI?

You also need to consider how many people visit your website on a monthly basis and how many leads that creates.  And what is your conversion rate and life time value from those leads?

Without this step it is impossible to implement the next step – that is, improving the results that you are getting.

3. It is never improved

The third reason for marketing failure is not really failure at all; it is is lack of maximisation.  Let’s take a look at email marketing.  For example, businesses that use email marketing are generally very poor at doing so and they say email marketing does not really work.  The truth is that they have never tested it in order to improve the performance.  They could:

  • Change the headline of their emails to improve performance (I once did this for a clients and made them an extra £2.2 million on the next email that they sent out)
  • Change the copy
  • Test using plain text, as apposed to newsletter type html
  • Test using, or not using, testimonials
  • Test adding video
  • Follow up all opens and/or click-throughs
  • Add a new call to action or guarantee
  • Send the campaign to a different or new target market
  • Change the use of colour
  • etc

My point being …

Take action, measure your results and then work on improving the results that you are getting.  If you want to learn move about Prudent Marketing, then join me at one of my half-day workshops.  They are only £69 and the ROI you will get is nothing short of outstanding.  Click here for details.

Are you the best at what you do?

Marketing TrainingI have a client who is one of the best at what they do – but before they worked with me they used to see others making more money than they did and having more success.

They were not happy!

When they started out in business they knew that their business was going to be a success. They were skilled at what they did – so surely the business was guaranteed to be a booming success?

Wrong.

They had one vital skill missing.  I’ve seen it time and time again – vastly skilled people missing out because they’re not good at selling and marketing themselves.  Maybe they thought it was enough to simply be really good at what you do and that would bring you all the business you needed.

But even if you’re the best at what you do, it’s often not enough to rely on referrals and repeat business.

You will get left behind by others who are simply better at creating and converting leads; they will make more money and have a more successful business than you.

However – The Prudent Marketing Company has got something that can help you.  Find Out More …

Quotes by Peter Thomson

Marketing Advice and tipsPeter is someone I have learned loads from over the past twenty+ years.  I spent the first eight listening to Peter on tape (yes I am that old!) and then on CD.  When we eventually met, it was really strange to speak to someone to whom I had listened so much.  We have since become good friends and I continue to learn from Peter, even to this day.

Two of the sayings I always remember from Peter are:

“Another day older is another day colder”

In other words, imagine that you fill out a web form asking someone to call you as you want to buy their service – and three days later, they still haven’t called you.  Has that ever happened to you?  I know it’s happened to me – LOTS!  On the other hand, Peter says: “Speed stuns”.  Imagine if, on the next website you visit, you fill out their form and they call you within ten minutes.  Which one are you going to buy?

Peter’s second saying is:

“Keep going until they die or buy.”

Now I am sure he was speaking slightly tongue in cheek, but today I won business from someone who first got on to my list three years ago.  I have been marketing to him for those three years and in that time he must have had hundreds of emails from me until, eventually, three years later he decides to become a client.  How often would your business continue marketing to him?

Most of the business people that I meet follow up via email, make a sales call, follow that up with another email and then add them to the quarterly newsletter.  That is simply not good enough.  It is not good enough if you are serious about growing your business, creating sales and more profit.

So, follow up until they die or buy – and follow up quickly.

By the way, if you are a coach, consultant, trainer or business advisor and you want to find out more about Peter, he now spends his time helping people like you and I to become more successful.  I can fully recommend one of his workshops, or joining his 100+ Club; I am a member!  Click here for details of his website.

Business Advice for small businesses – Testing Headlines

Business Advice for small businesses – Testing Headlines to improve conversion rates

Whatever results you are currently achieving in your marketing can be improved by testing your headlines.

I have helped businesses to improve their lead generation by 10%, 35%, 100% and even 250% by testing a different headline from the one, or ones that they were using.

Watch the video below, as Steve demonstrates how he helped a company to make a £2.2 million pound sale by testing a new headline.

Be outstanding by standing out – The Prudent Marketing Company

The Prudent Marketing Company can help you to turn your business’ marketing into a Purple Cow.

In marketing it is essential to be different.  Just like a purple cow is different, your marketing needs to be likewise.

At The Prudent Marketing Company, we help businesses to be different and to think differently.

Watch this video and, if you want to stand out from your competitors, call The Prudent Marketing Company on 01256 345 556.

Tony Robbins rules for success

Marketing Advice and tipsOver the new year I listened to Tony Robbins on YouTube.  Here is the link.  Tony spoke about what he considers to be the top ten rules of success – and I have to say that I am sure that he is correct.

So, here are the rules:

1. Raise your Game

You have got to improve how you run your business, manage your people, look after your customers, manage your finances and market and sell your products and services.

2. Be fulfilled

A life without fulfilment is a waste of life.  Being the richest man in the graveyard is not my goal and I hope that it is not yours.

3. Progress = happiness

Tony said that if you are not getting better then you are moving back and the only way to be truly happy is if you are getting better.

4. Love your customers

What can you do to improve your current level of satisfaction?

5. Add value

What can you do to add even more value to your clients?

6. Have an exit strategy

What are you going to do when your business is finally done?  What is it going to be worth?  Plan things now, because without a plan ‘all roads lead there’.

7. Be resourceful

What resources do you have?  Can you tap into any that you are not currently using?

8. Pay attention to the little things

Because it is the little things that make the big difference.

9. Look for leverage

Who can help you?  Who has got a list that you can market to, or a piece of equipment that you could use?

10. Change your mindset

As the good book says: “As you believeth, so it is done unto you”.

Why you need Multiple Streams of Income

Marketing Training

Why you need to use Multiple Streams of Income.  I am often proudly told …

“We don’t do any marketing, we just rely on referrals.”  On one hand that is great, but on the other it is costing businesses thousands, or even millions, in lost income and profit.

Let me explain …

The great things about referral leads is they they prove you are doing a good job (or you would not get referrals).  They are also great because they are generally free (unless you incentivise people for giving you referrals).

However, here is the problem …

Relying on the good will of others in the hope that they will help you to grow your business is never a great idea.  Having a system which creates multiple streams of income is far more effective.

What is worse about the “one income stream” approach …

What is worse is that if you don’t do any marketing and simply rely on referrals, then you miss out on what I call the multiple stream of income effect.  Here is what I mean.  If you are not winning business from your website, then you are leaking money.  If you are not using email marketing, then you are certainly leaving a pot of gold on the table that you are not claiming as yours.  If you are not using LinkedIn properly and professionally, then there is another pot of gold that you are missing out on; and if you are not using the many other digital marketing methods, then again you are losing out.

What is the solution?

The key is to create “Multiple Streams of Income”.  In other words to use multiple ways of winning business.  Can I ask you a question?  Can you think of any big successful business that does not use Multiple Marketing Streams (apart from a few pyramid schemes)?  The key is always action, but the truth is that you need to take “Prudent Action”.  In other words, don’t throw loads of money, time and effort at this, but rather spend time testing and measuring your results.

Remember this …

Don’t listen to people like me telling you this will work or that will work and that you should spend thousands on a new website, or on PPC Advertising.  Instead, invest in a small amount in “testing” your sales and marketing in order to get to know your real marketing numbers.

A key thought …

Once you know that for every marketing £1 that you spend, you get £10 back, you have an infinite marketing budget!

Business advice for small business

Marketing Training

Business advice for small business

A full 80% of businesses in the UK fail within five years and 99.9% of businesses do not reach their full potential. 

Why is that?

The truth is that there are many reasons that businesses fail: being unlucky, not focussing, the economy, changes in the market, etc.  However, some of the biggest reasons that I see businesses fail is what I call lack of expertise.

What do I mean?

If you think about your business, then the big three areas of expertise are:

  • Operations
  • Marketing
  • Finance

Very rarely have I heard of a business going bust because they are bad at what they do.  Rather, it is because they are bad at selling what they do (sales and marketing), or bad at managing the money (the financial side of the business).

You are an expert.  You almost certainly have expertise in what you do, be it landscape gardening, architecture, hair dressing, software development or IT.

However, what is your level of expertise in reading a balance sheet, writing a business plan, producing an exit strategy?  If you are not happy with your answers, then hiring a top class accountant is not a “should”, it is a “must”!

What about Sales and Marketing? 

What is your level of expertise in search engine optimisation, re-targeting, PPC advertising, conversion rate optimisation, email marketing, YouTube, social media and other digital marketing methods?

The simple fact is that marketing is changing and keeping yourself up-to-date is almost a full time job.  The 5 BIG C questions business owners need to ask are:

Crowd Development = how can we grow the size of our database?

I am talking about the number of people on your email list, your contacts on LinkedIn, Facebook and Twitter.  The number of people watching your YouTube videos and the number of people visiting your website.  In essence, the number of people who know you, like you and trust you.

Conversion = how to convert your crowd into people who know you, like you and trust you

This is the nurturing stage which is often missed out by small businesses. This is what I call the “courting stage”.  You would not meet someone and go up to them and say “marry me”.  But business owners go up to prospects and say “buy this”.  Instead of building the relationship and positioning their company as the expert “go to” company in their niche. 

Conversion rate maximisation = getting more sales from your clients, prospects and loyal fans

In this section you need consider how you can turning those “nurtured prospects” into sales by becoming better at converting interest into action. 

Cash = the process of converting “going for a coffee” into that first date or first sale

It is no use getting thousands of people to visit your website and maybe download a free report (or read a blog) unless you convert that interest into a sale.  So you need to be outstandingly good at converting leads into sales.  You need to examine your sales systems, structures, follow-ups, words and referral systems etc.

Continuity = keeping customers and getting them to buy from you again and again

One of the big marketing opportunities is the opportunity to maximise your current clients by getting them to buy from you on an ongoing basis.  In other words, getting people signed up to a monthly service, or to become a member, or getting some form of monthly ongoing fee.

If you think that you need to learn more, then there are two options:

Option one: I have produced a video explaining more about maximising your marketing.  Click here for details: http://theprudentmarketer.com/business-growth-programme/

Option two: sign up to my five-month programme which covers the 5 C’s above.  Click here:

http://theprudentmarketer.com/business-growth-programme/

Business Connections Live – Steve Mills, The Prudent Marketer

Business Connections Live – How to build a successful brand.  Advice for small businesses has changed and so has sales and marketing.  It is no longer good enough to present your products to the market with a list of reasons why people should buy them; you now have to get people to know you, like you and trust you – and to build trust and position yourself, your company or your products as the natural choice using Inbound Permission-based marketing.

On this edition of the Business Connections Live, Steve will explain:

  • How to change the way that you look at marketing
  • Build a brand and create loyalty
  • Use social media to build a list
  • Use email marketing to develop that list
  • Convert more of your list/prospects into sales
  • Create more sales
  • Learn the business fundamentals on how your business can achieve:
    • More Leads
    • Increased client/prospects loyalty
    • Improved conversion rates
    • Increased sales
    • Stronger life time value

Watch NOW …

Need help?

Take a look at this, or call us on 01256 345 556.

Marketing Advice for Small Businesses

Marketing Advice and tipsSmall Business Marketing Advice

Find below a copy of the recording of the Small Business Marketing Advice webinar recorded on 17th September by Steve Mills – The Prudent Marketer.  Learn the tools of Geometric Growth and how to double your business within the next twelve months.

Steve Mills,  The Prudent Marketer, will be discussing “The Five Cs”.  He is going to explain to you how to create Geometric Growth in your business.

The interview is going to cover what Steve believes are the five keys to sales and marketing success.

For more marketing advice and to join the programme, go to Small Business Marketing Advice.

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