12 Steps to Effective and Successful Marketing

Step #1 - Understand how marketing fits in.
Marketing is an integral part of your enterprise.

It's part of everything you do. Maintain a close relationship with your customers. Your success depends on it.

Because marketing is everything.

Step #2 - Market with commitment.
"Marketing is 90% attitude and 10% technique."

Ever heard the phrase "leap of faith"? Take it. Don't sit on your heels. Jump. Actions speak louder than words.

And remember, "Nothing great was ever achieved without enthusiasm." - Robert Waldo Emerson

Step #3 - Give customers what they want - in a way that exceeds their expectations!
Remember how happy you were when you first met? How much effort you put into adding them to your client list?

Having a customer relationship requires work. If you're afraid to ask if you're keeping them happy or not, perhaps you're already too late. Don't be shy. Get ready for change.

A happy customer will tell 3 other people. An unhappy customer will tell 12 other people (and probably exaggerate!) THIS IS TRUE!!!

Step #4 - Make it easy to do business with you.
Has your bank ever called to say they made an accounting error and THEY owe YOU? Doesn't it feel good? Like you won the lottery? Even if it's $5.00.

Making your customer's happy is that simple. One of the easiest and most cost-effective ways to do business is by informing and educating them. The more informed, the better they feel.

Become involved and the relationship will prosper.

Step #5 - Market with ceaseless consistency.
Ceaseless as in ongoing. Consistent as in building a brand personality. It takes time. Stick with it.

Be consistent in your communications because marketing is a ceaseless, forever kind of thing.

Step #6 - Develop and project the right image.
Your corporate identity is a reflection of your company. The way it looks; it's philosophy; it's behaviour.

Do all the parts fit together? A logo is a symbol that represents your company. But don't try to make it a picture of everything you do.

Step #7 - Plan for change; plan to change.
While keeping your efforts ceaselessly consistent, keep your eye on continuous improvement, customers' changing needs and competition.

Though we'd like to think our customers are content, the truth is that competition is knocking on their door. What lies ahead is up to you.

Success depends on constantly seeking - and finding approaches that will work for the various segments of your market.

This way, you'll keep the door closing in your competition's face.

Step #8 - Consider marketing as an investment.
Have you ever considered what a customer is worth to you? And that, weighed against losing them?

Investing in keeping customers happy is never a waste of time.

Or effort. Or money.

Keep them smiling. Then take THAT to the bank.

Step #9 - Use an assortment of tools for the job.
You can't just expect to pick up a hammer and build a house. Without the other tools required, you are only able to complete one task.

Same goes for marketing. First, a selection of tools will provide you with the means to target the appropriate audience with your message. And second, you'll save on costs by building that message to be applied across several media.

If you build it, they will come.

Step #10 - Make sure customers know "what's in it for them".
You'd better get used to it. Good business is all about knowing the answer to the question "what's in it for me"? Can you honestly say you do?

This applies to new and established customers.

Make sure you communicate the benefits of your company, product or service on a consistent basis. You'll find that the more you repeat it, the better it will sound - to new prospects and repeat customers.

Step #11 - Put your creativity to work for you.
Developing new ways to attract and keep customers won't hurt. We promise. In fact, you'll soon see how much fun it really can be.

Want some new and different ideas to spring to mind?

Be unconventional. Try new things. Explore paths. Tap into unknown territory.

Stretch your paradigms. Think beyond. Don't just say, DO.

Step #12 - Keep your customers!
It's a new millennium. Do you know where your customers are?

Growing a business means attracting new customers and keeping existing ones.

A common belief is that "one size fits all". Each customer is different. So treat them that way.

The best way to do this is to remember what others have done for you. You know what makes you feel good. Put yourself in your customers' hat.

Common sense, courtesy and friendliness are a small price to pay.