What do I mean? Very simply, if you want to improve your business, your sales, your marketing and your income you have to get some business growth advice and you need to learn more.
So the question is – how valuable is knowledge? Well I am sorry to have to tell you that learning alone is a total waste of time.
What do I mean? I mean that learning without action is a total waste of time, money and effort. It is the application of learning that makes the difference. One of the differences between poor people and people who have become wealthy is that often wealthy people take action towards their goals on an ongoing basis.
Does this mean that it’s not worth learning? No, it means that you need to use what you learned to improve your business. Ask yourself the following:
Mmmm! Something to think about!
“Knowledge is not the secret of success. Most people know what to do, but they don’t do what they know!”
“Success comes down to taking the necessary action”.
The question to ask yourself in order to help you to grow your business is a very simple one. How can you make yourself better….?
Give me a call if you want to know about the £1,000 training grants available for you use to grow your business.
I have failed many times in marketing; to be honest I have probably made more mistakes than most. However, in this process of finding out what does not work, I have also found out what does work – and, believe it or not, in my opinion 90%+ of Marketing undertaken by small businesses does not work.
It is a bit like trying to lose weight. We give it a go for a month or two and because we don’t get results straight away we give up. I often hear small business owners making sweeping statements like:
The truth is that all these things work some of the time, but most small business owners try to implement these strategies without any training, or understanding of these modern marketing methods.
It is not that the above marketing does not work; rather, it is that it was done in a way that did not work.
“It is not that you are doing the wrong marketing. It is that you are doing the right marketing, in the wrong way.”
Let’s say that you have a database of 1,000 prospects. You e-mail to them once per month, or (12 times pa) and your average sales per campaign are 10 x £1,000 per sale and so you turn-over £120,000.
1. You could work on growing your database of prospects, from networking, LinkedIn, your Website, JV Relationships, PPC ADvertising, Re-targeting and Social Media websites like Facebook, Twitter, etc. If you doubled your database to 2,000 names, that should double your leads and your business
2. Second, you could double the number of emails that you send out by sending one out every two weeks, instead of monthly. That could also double your business in 12 months too
3. Third, you could segments your database and start sending out emails in a more targeted manor. That would probably increase sales by 10% to 25%
4. Forth, you could double your current open rates from let’s say 10% to 20%. By getting twice as many people to read your e-mail, you should get twice as many sales. So, start testing different headlines, copy, pictures, videos etc
5. Fifth, you could add a video to the email, or landing page. That should improve your numbers again
6. Sixth, you could add pictures, testimonials, improve the copy, or call to action and that could easily double sales
7. Seventh, you could follow up quicker, better, more often and with technology you can follow up the people who have clicked through to your website, followed by those who have opened the email and read it.
My point is that so often it is not that you are doing the wrong thing. It is that you are…
Want to stop doing the right thing, wrong? Click here
Karen Froude – has joined The Prudent Marketing Company as a Marketing & PR Consultant. Karen has worked in Marketing and PR roles within the insurance industry for more than 20 years in International Healthcare Insurance, Travel Insurance, General Insurance Pensions and Investments. Previous employers include Bupa International, Legal & General and Zurich UK. Her skills are broad and diverse and include all aspects of marketing strategy and communications.
KEY ACHIEVEMENTS AND COMPETENCIES
Campaign and Project Management
• Produced the first ever Bupa International Corporate Video – filmed in four international destinations.
• Developed, designed and launched the ability to buy medical policies online for Bupa International.
• Twice researched, wrote and submitted Bupa International’s entry for the Queen’s Award for Export Achievement – winning both times in 1999 and 2005.
• Launched a low cost, high ROI, Member Get Member campaign for Bupa International.
Branding and Creative
• Changed the ‘look and feel’ of the Bupa International brand across all printed literature, advertisements (on and offline) and website.
• Designed and launched 3 secure Bupa International web portals for their intermediaries, individuals and corporate customers.
Customer Relationship Management and Retention
• Produced the first quarterly newsletter (HTML and Print) for Lifecare International.
• Designed and distributed the first customer questionnaire for Lifecare International’s customers in Kenya.
Event Management and Sponsorship
• Organised 7 Bupa International staff Summer Balls for 400+ people.
• Was chosen to represent Bupa International in the Bupa Group sponsorship team for the 2002 Commonwealth Games in Manchester, and managed the sponsorship of The Sussex Cricket Club for Legal & General and The Rugby Sevens in Hong Kong for Bupa International.
• Changed all written communication for Bupa International including literature, web content, and customer correspondence into new plain English ‘easy to understand’ wording.
Agency and Stakeholder Management
• Worked with and managed the relationship of several full service marketing agencies including Ogilvy and Mather (London), Designate (Brighton), WFCA (Tunbridge Wells) plus the PR agencies of Fishburn & Hedges (London) and RPPR (London). This included managing two contract tender processes.
• Influenced the Bupa International Management Team to change to single age pricing bands for customers.
• Successfully managed The Media after the collapse of Lehman’s Bank by limiting the negativity concerning Legal & General investments.
• Increased the volume of positive coverage/cuttings month on month throughout 2008/9 for Legal & General Savings Division (Investments and Pensions).
• Managed the Media when Zurich UK were fined by the Financial Services Authority regarding customer data loss in 2010.
Having a nice looking website means nothing if it does not get traffic! Yet every day business owners say to me “Our website does not win us any business and so we are getting it re-designed”. How stupid!
These people end up with a better looking website, that still wins no business! You have got to Search Engine Optimise (SEO) your website, so that it gets found on Google.
If you pay to get your website optimised and it appears to get your business found on Google, then that is great, but what happens when Google decides to change the criteria it uses to rank websites (like it did on 14th April 2015)? Now your website is no longer on the first page on Google, along with you losing the £100,000 per month you were making from your website. Why? Because no one can find your business on it any more.
It is better therefore to have multiple streams of income, or in this case multiple ways of driving traffic to your website, including:
How effective are you at driving traffic to your business?
If you do not use Google Analytics, then how do you know what is working and what is not? The truth is that most people say to me – “I think it is installed on our website, but I am not sure”. Others tell me – “Yes we look at it once per month to see how many people look at our website, but we don’t use it to grow our business”.
So many of the websites that I see are too cluttered. They often have ten calls to action and fifty things people can click on, and that is just on their home page. As yourself – What is the primary purpose of this page? What do you want people to do as a result of visiting this page?
People occasionally tell me that they get 20,000 people to their website in an hour, day, week, month, or year. When I ask them how many leads that creates, they either have no clue, or they look very sheepish and say something like, three per month. What ever your conversion rate is right now, it is not good enough and you should be working at improving it.
What is the CTA (call to action) on each page of your website? Do you have enquiry forms, sign up forms, special offers, or incentives. Are you offering something for free in order to get contact names, company name, tel number and email address? Are you following these people up?
I have left this until last as it is probably the least important. It is also the area that most people focus upon if their website is not working, and this is totally the wrong thing to do. I have seen really poorly designed websites that pull in lots of business and I have seen lovely designed ones that create no leads. The worst example of this was a lady who attended one of my workshops. Her company had spent £50,000+ on a new website and six months later the site had produced zero leads. When I asked her how much she had spent on Marketing the site, her reply was nothing at all.
The Prudent Marketing Company will be joining over 50 other exhibitors at the Basingstoke Business Expo, On 16 July, from 10.00am – 3.00pm at The Apollo Hotel in Basingstoke on Stand 31.
This is Basingstoke’s largest business exhibition and networking event, where established businesses and start up companies across Basingstoke are invited to attend.
This is the fourth annual business exhibition, which is being organised to bring businesses together to network and forge new business partnerships.
With a variety of local service providers, motivational keynote speakers, speed networking and over 450 visitors, this is your chance to attend the region’s largest business show to help Basingstoke businesses grow and prosper in 2015!
Steve Mills and The Prudent Marketing Company will be available on the day to discuss your Business Growth, Sales and Marketing questions.
So, we look forward to seeing you on the day!
Call us on 01256 34556 if you want to pre-book an appointment to talk to one of our team.
The most important part of a website is the home page and specifically the ‘above the fold part’, this is the bit your prospects can see before they scroll down.
The question is – Do you have one of those websites that has a big photo, or graphic at the top of the homepage of your website? Or perhaps you have one that rotates round, showing several nice pictures
This small indiscretion is costing you money every day – 365 days per year… The truth is that a big picture on your homepage looks nice – but is it effective in terms of Marketing and Sales?
The fact is that it reduces leads and sales. This type of graphic is very popular and also very costly. It often dominates the most important part of your website and whilst it looks good, it also costs you in lost sales.
Believe it or not – it’s a complete and utter waste of space!
This is just one of literally hundreds of essential Marketing facts that you will learn on my 12 month Marketing Masterclass, starting in July 2015.
For further details, click on the box below:
Again these are just a few of the question we will be answering on the 12 monthy Marketing Masterclass Programme for small businesses starting in July 2015.