A SWOT analysis will help you identify your business’ strengths and weaknesses, opportunities and threats. You can then use that information to inform your marketing strategy.
Your strengths could be:
• Excellent customer service
• Specialist knowledge
Your weaknesses could be:
• Limited finances
• Inefficient administration
Opportunities could include:
• Increased demand from a new sector
• Use of the Internet to reach more markets
Threats could include:
• A new competitor
• Cheaper versions of you product
1. Work out your marketing message
Once you have identified your market niche and worked out your SWOT analysis you can begin to work out your marketing message which will play to your strengths and minimise your weaknesses.
Your message should show exactly what your product offers and persuade people to become your customers.
You should include:
• An explanation of your target customer’s problem
• Proof that this problem needs solving for your customer to be successful
• An explanation of how you are the ONLY business that can solve it
• Evidence of the benefits of using your solution
• Examples of people who have used your solution successfully
• An explanation of prices
2. Communicate the benefits of your products and services
Once you have identified customers, worked out a marketing message and a plan, you need to decide which types of marketing activity best fulfils your objectives.
You could consider:
• Advertising (in print and online)
• Exhibitions and trade shows
• Seminars and talks
• Public Relations
• Flyers and brochures
• Incentives
• Email campaigns and websites
• Letters or mail shots
• Networking
Of course there are many ways to communicate with people but you want to choose the most effective and efficient method of reaching the people you have targeted. Try to make sure your campaigns fit in with your strategy.
3. Set objectives
It’s worth setting objectives for your campaigns so you know whether or not you are achieving your aims.
You can follow the SMART route:
Specific – you will find 10 new customers
Measurable – check how many leads were identified and how many became customers
Achievable – can your sales people realistically meet your targets?
Realistic – you want to stretch people not de-motivate them
Timely – if your deadline was six months, try and stick to it.
One of the most important marketing tools you can use is examples of how you have successfully met another customer’s need. Showing a potential customer that others have used your services and benefited from them in a real-world scenario gives your business credibility. They will start to believe that you can achieve the same success for them.
4. Keep customers happy in the long-term
Looking after your customers is one of your most valuable marketing tools.
Up-selling, or selling more or different products to existing customers, is generally more cost-effective than finding new clients. So it’s more than worthwhile to be continually searching for ways to improve the relationship with existing customers rather than just concentrating on attracting new ones.
Customer care is a major part of this. You can do that by ensuring that your customer-facing workers adhere to strict guidelines in the way they handle customers. However, it can also help to ensure that every part of your business is geared towards making clients happy – and make sure that is understood by every member of staff.
Of course, nothing will build loyalty like delivering a product or service that matches your customer need, offers value for money and is delivered professionally in a timely manner.
5. Indicators (KPIs)
Identify KPIs which reflect how well you are responding to your customers’ expectations.
For example you could track:
• The amount of sales renewals
• The number of complaints
• The amount of goods returned
• Your average order-fulfilment times
Using that information, you can see whether you customer service levels are at a high enough standard.
6. Encourage customers to stay with you
There are plenty of ways that you can encourage customers to keep bringing their business back to you. Loyalty schemes or cards at supermarkets, shops or even petrol stations are now commonplace. Can you offer a similar incentive?
Some ideas include:
• Discounts for regular customers or big orders
• Extra goods if people order more products
• Prizes
These can be offered on the basis of repeat custom, high spending, large orders, prompt payment or length of time as a customer. However, take care that a discount is still profitable – do not just slash your prices to win the business if it is not in your best interests.
Above all, make sure all customers understand that they are highly valued.
The Corporate Gifts Company is an expert in building good relationship with customers by proposing a great range of business gifts.
Here are some great ideas from The Corporate Gifts Co:
• Engraved Twister USB Flash Drive
• Silver Plated Toothpick Holder
• Black Single Frame – (4 inch x 6 inch)
You can incorporate your promotional message or logo with an elegant engraving.
Call our sales team today on: 0845 430 2902 to see The Corporate Gifts Co’s great range of corporate gifts.
Tags: business gift, Business Gifts, Corporate Barcelona Black Cardcase, Corporate Black Single Frame, Corporate Engraved Twister USB Flash Drive, corporate gift, corporate gifts, Corporate Pocket Notebook and Pen, Corporate Silver Plated Toothpick Holder, Corporate Sterling Silver Keyring
Thank you representing details. It helped me in my mission