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7 Creative Ways To Inject New Life Into Your Marketing Plan

All companies will find themselves at odds with their marketing strategy. This isn’t to say that they are not getting the results they want from the plan. It just seems as though the plan in, and of itself, grows a bit stale and worn. What’s more, all successful companies find that in order to stay on the cutting edge and attract new customers, they need to tweak their marketing approach to appeal to new audiences.

it’s a risk that has tremendous rewards, and even more key is the idea that you don’t have to go too crazy with new approaches. With these seven slight, creative tweaks, you can breathe new life into your marketing:

1. Use Social Media a Little Differently – Themes in social media are the name of the game to get likes and looks. Try using this to your advantage. Maybe a “Throwback-Thursday” hashtag on a picture can be a fun way to show your business (and your hairstyle) from ‘back in the day’ and where things are now. The strategy is not too outlandish, but it’s just cool enough.

2. Get Your Customer In On the Action – Your customers are your best business outreach. It’s through their experience with your product that others are drawn to you. Let them submit pictures of themselves with your product (ease may vary depending on your product), and depending on likes or shares, they could win a gift card. This way, you’re actively connecting with your customers, fostering relationships, and getting them to help market a company they like.

3. Infographics – Embrace visuals! Online attention spans can be short, so why not hit potential customers with interesting information in the form of an interesting graphic? This way, a lot of information gets shared in a small amount of time, and you increase your chance of having the graphic be shared.

4. Embrace ‘The List’ – Whether it’s a ‘Top 10’ or a ‘Top 5’, by creating a ranking of an item, you’ve created a place for discourse on whether others agree or not. Moreover, you’ve now created an interaction based on a passion of the prospective customer, and that can certainly create attention for your company.

5. Show Some Personality – People enjoy connecting with companies that are personable. Maybe your employees are all college football fans. Guess what? So might your customers, so let your school colors show. You could even have fun with memes!

6. “Gamification” – Everyone enjoys games, so find a way to blend your product into a game of sorts. Maybe a themed online treasure hunt based in your company’s industry may elicit new information about your product & get people to see what makes you so unique.

7. Titles Matter – When it comes to your content, your title is the major draw. You need to work on the best way to get eyes & mouse-clicks, and this means carefully crafting your titles. It’s a small thing, but you’d be surprised how much this matters.

Top 3 Questions CEOs Should Ask Marketing Leaders

Driving increased revenue and market share requires a comprehensive knowledge of your customer along with aa commitment to the customer experience. CEOs should be an advocate for improving customer experience (CX) that drives successful B2B customer acquisition. Specifically, when talking to marketing leaders about B2B marketing strategies, CEOs should be asking these tough questions to ensure that CX is central to the marketing strategy:

HAVE YOU IDENTIFIED TARGET PERSONAS IN YOUR B2B MARKETING STRATEGY?

Going through the exercise to develop personas based on market and customer research is fundamental to understanding your target customer. Additionally, personas help marketing teams engage these customers in the buyer journey based on motivators and detractors. For example, persona-based web experiences are 2 to 5 times more effective. Yet, only 44% of B2B marketers use personas as a part of their B2B marketing strategy. CEOs focused on successful customer acquisition should expect personas are incorporated into the marketing touchpoints along the buyer journey.

HAVE YOU MAPPED A PERSONA-BASED CUSTOMER JOURNEY TO SUPPORT B2B CUSTOMER ACQUISITION?

Once personas are developed, marketing should create persona-based experiences that move target customers forward in their journey to purchase your B2B organization’s product or service. B2B marketing strategies should play into each customer touchpoint along the buyer journey. To create inspired customer experiences that contribute to increase revenue and return on marketing program investment, marketing leaders must focus on the touchpoints that move the buyer forward. CEOs should be asking hard-hitting questions to ensure marketing’s focus is aligned with B2B customer acquisition.

HOW DO YOU DEFINE AND MEASURE THE SUCCESS OF YOUR B2B MARKETING STRATEGY?

Supporting the successful execution of an organization-wide customer experience initiative should be a B2B marketing strategy that has clear goals and metrics. Your marketing leadership should outline how their B2B marketing programs create direct contribution to revenue and fuel high growth. CEOs should expect marketing to provide the customer experience metrics that show direct contribution to B2B customer acquisition.

NEXT STEPS

A customer-centric organization is critical for B2B customer acquisition. This customer centricity should start at the top with CEOs advocating for customer experience initiatives. CEOs should be asking their marketing leadership the hard questions to ensure customer experience is embedded in marketing programs and support driving customer acquisition. Inquiring about personas, customer journeys and success metrics should help CEOs gauge marketing’s alignment with the organization’s revenue and growth goals.

The Cabbit: Pillar 2 of Connection Marketing

Howdy. Nice of you to be here. Today we’re talking about the ‘cabbit’. The cabbit is pillar two within connection marketing. A cabbit is an aspect of your offering, your product or your service, that is remarkable and that is worth talking about. Now why would you want to implement a cabbit within your business?

Because why should people settle for ordinary, bland, crappy products? That’s basically why.

We talked about how you can’t connect with others based on just your price-point and we already have everything that we need, we now buy things that we want. Back in the day you would create a product or a service that filled a need and then you would offer it and people would buy it. Other companies saw this happen and it happened very, very well, so they started competing. What they did is they competed on price alone. Now that we have everything we need – now that we buy things that we want, you can make your product or your service really stand out and profit that way.

In order for you to implement cabbit into your business here are a couple things that you believe in.

First of all you believe in genuinely helping other people. You believe in creating goodwill and thinking outside the box. If you keep thinking the way you’ve been thinking you’re going to keep getting the results that you’ve been getting. If you really want to stand out you have to think differently, therefore thinking outside the box is a very big one here.

What you can’t stand is generic, one-size-fits-all answers and products and services. You can’t stand the hype; hyping of a very crappy product. You can’t stand that stuff.

You can’t stand sheep mentality. Sheep are people who wait and see what everyone else does just so that they can follow along and do the same with a different logo on it or something like that.

In the cabbit there are six steps. Again if you can incorporate all six steps, awesome – you’re golden. If not, try one or two or as many as you can. They’re actually pretty simple steps too so let’s get right into it.

The first one is what I call the ‘product conceptualization’. (Say that three times fast)

This is knowing how and where your product or your service may encounter hazards – friction spots or spots where you may get problems. One very quick way to figure that stuff out is to look at what everyone else offers and then NOT do that; do something different. You want to stand out, so you’ve got to be different.

This is where I would probably recommend that if you sell a product, that you physically have the product sitting out there on the table and really have a look at it and jot down every possible hazard. If I’m going to use the example of a chair, (let’s say you sell chairs) maybe the wood might give your customers a sliver, or if it’s a metal chair maybe the metal gets really cold or it gets really hot, or maybe the metal will have a reaction to the person’s skin, etc… Those are potential problems. Maybe the padding on the seat is not comfortable, maybe it’s the wrong color, maybe the angle of the back rest is off and people will get back aches.

All of these things, these potential problems, you want to take into consideration. That’s the first step, the product conceptualization. You really want to look at it, identify your potential problems.

Step two is the ‘research’. This is where you survey for those potential problems. You actually reach out to your customers and your prospects and you highlight those potential problems that you first saw and you get their take on it. This will offer you insights into the innovation process and, at this step in the research, you really want to identify the most dominant needs. This will come in play shortly.

Step one was all about identifying potential traps. Now hopefully you are keeping record of your customers’ contact info. What I mean by this is pretty much email. That way you can reach out to them and do your survey. It’s very good to involve them. It does create heightened loyalty. I think that people like to give their opinion in general. I think that if you can involve them you’re creating a two way dialogue and you’re hearing from the horse’s mouth.

And then you know what?

When you DO upgrade or update your product you can go back to them and say, “Hey listen, we’ve heard you with regards to potential problems. We fixed it, and we think that you might like this new one. Here, have a look.”

It’s as easy as that.

We talked a little bit about figuring out your consumers’ needs. There are six major needs – six general needs. They are security, variety, significance, love, growth and contribution. I’m not really going into this one too much. There is a great Tony Robbins’ video on YouTube about these six needs – a really, really good video.

If you can cater to a person’s need(s) you’re going to create connection. And, of course, we’re talking connection marketing so that’s kind of what we want here, right?

Step three is the actual innovation process. This is more than just altering your product or your service, this is the KEY to expansion, to growth and longevity.

If you haven’t done your ‘goals and accomplishments’ step yet you should probably do that. We talked about your legacy and where you want to be 50 years from now, 100 years from now… That’s longevity.

You’re going to have to innovate over the lifespan of the business. You’re going to have to innovate your products and your services to always be catering to groups of people.

Here are six quick ways; six approaches to innovation.

The first is new arenas, you take your technology and you apply to a new industry. The example for this is Honda. Honda started making motorized bikes, then they took that same technology and they put it in cars and now they make cars. They now make lawn equipment too. They used that technology and they just applied it to a new industry.

A second approach would be a new geography. Your product or your service is selling very, very well in North America, but how would it fare to an Asian market or a European market? Can you create a version of your product that would work in Asia or Europe, or something like that?

Approach number three is the industry structure. This is where you can add or you can subtract a middle-man. Let’s say you’re offering a product and you’re buying the physical product from a manufacturer, then you’re bringing it home and tweaking it and then adding your logo to it and reselling it. What if you started doing the manufacturing. If you didn’t outsource that? What if you did it yourself? That’s an innovation to the industry structure.

For the fourth approach, we’re looking at the value-delivery systems. You add a product or a service to a company. Whatever it is you’re offering. If you’re offering a product you would attach a service to it, and vice-versa – if you’re offering a service you attach a product. The example here is Spotify. There was a smartphone company where if you would buy their product (buy their smartphone), they would offer you Spotify free for a year. They were offering a service with the product.

Number five is creating a new product or a new service. This is where steps one and two come into play. Finding potential traps and then inquiring about that will give you a very good launchpad for creating the new product or the new service.

Number six is existing customers. Again steps one and two come into play. This example is car models changing every four years or so. They have updates. They have minor tweaks to certain aspects of the model; that kind of stuff. You’re catering to your existing customers.

Step number four is the ‘segmentation’. This is probably the most important part to pillar number two, which is the cabbit. If you can only apply one change I think that this would be it. We’re no longer talking about blanket solutions, we really want to segment.

I’ll give you a golden nugget actually. Go very, very deep within your segment. This is how you’ll create a genuine connection with your market. You’re not just offering one thing for everyone. There’s no one-size-fits-all.

The deeper you can go within your segment the more connection you’ll create, the more you’ll be talked about. Then when you want to attack a different segment you just tweak the product slightly for them, then they start talking about it and so on and so on. That’s really the basis of the cabbit. It’s to have the word of mouth by offering really cool stuff to the right people.

Step five is what I call a ‘killer promotion’. This is where it’s time to market-test your new product, your new service. You’ve segmented properly, you’ve identified the needs, you’ve upgraded the products, you’ve innovated it.

This is where you actually put it out there and you start getting responses. I preach accessibility first, THEN monetization, which means at this stage (the killer promotion), you basically want to forego profits. If you can get this out there for free, for trial, for beta testing; if you can offer this for your cost, that’s awesome. You basically want to get it in the hands of people.

If you’ve done your segmentation properly, if you’ve done your innovation properly your people will love it and then they’ll start talking about it. That’s essentially what you want, right? T

he cabbit’s goal is to be so remarkable that people are compelled to talk about you.

Finally, step six is the ‘key advertising’. This will work directly with your segmentation step. What I mean by this is that you’re going to prepare your advertising materials according to your segment. The wording, the messaging, will be according to your segmentation. Also, you’re going to prepare the delivery according to your segmentation. Whether it’s LinkedIn ads, Facebook ads, Google AdWords, newsletters, media buys, that kind of stuff. If most of the segment is on LinkedIn and they’re not very responsive to banners, you’re going to prepare your delivery according to that. You’re going to invest more into advertising on LinkedIn than you would on banners.

Here’s a quick recap; the six steps to the cabbit (which is pillar number two).

– The product conceptualization: you want to find potential traps or hazards.
– Number two is the research: you want to bring those forward to your people. You want to hear from them what they think.
– Then you move on to the innovation: you know exactly where you can innovate, where you can make it better. There are six approaches to that innovation so surely you can do something very, very good there.
– Once that is done, you’re looking at the segmentation: you want to go very, very deep. You want to get very precise on your segment. Focus on nailing a sliver of the market, doing it right once and then repeating that with a different sliver or segment of the market.
– Killer promotion: get it out there, get it into people’s hands. Accessibility over monetization – you just want to get it out there. You want to get people trying it, you want to get people talking about it. That could even offer you good testimonials.
– Finally, key advertising: you want to make sure that you’re advertising in the right place based on your segmentation, based on your sliver of the market.

Important Things To Know About Fitness Marketing

Healthy living is a necessity for all of us. But there are factors that are constantly making this impossible to carry on. We have to sustain on unhealthy atmosphere, psychological stress and not so healthy foods. Thus the craze for getting our fitness standards up to mark is rising. The fitness centers and gyms are gaining popularity, and as an owner of such brand it is our responsibility to create a place and promote it effectively to take care of the massive problem related to health and figures. To gain that leading edge we need to keep ourselves updated with the latest trends and fitness regime. A few of the factors that affect these are as follows.

1. The first point that should be taken care of is the marketing of the brand. Using pamphlets, offering free perks and incentives, free trial and social media promotion can actually make your brand quite famous. Using technology such as YouTube and Instagram can have a huge positive impact on your business. This tends to bring a lot of recognition and can be helpful in displaying the full potential of your fitness center. You can also offer to organize contests and seminars on fitness by roping in some of the well known fitness once in a while that is definite to grow your brand reputation.

2. Always display the equipments or product you use in your place. It provides a lot of information about the type of fitness goal you are trying to provide. The brand recognition and brand endorsements too help your customers to get a better understanding of the routine they want to expose themselves to.

3. Always make it a point to select the target audience. That must include a proper idea about the number of people joining, their age group, gender, and even their working out style. They can be overweight or too underweight. Some could be a pro, while others could be starting their first day at your place. Arrange proper trainer and make sure every need is addressed to. Try to make the sessions as interactive as you can. It will help you to create a sense of personal care for your fitness center.

4. Despite making best efforts you are bound to have some people who won’t be satisfied with the whole experience. Make it a point to listen to their grievances and try to implement their views if possible. Encourage the other joiners to have a positive approach and ask them for a good review. Remember, one negative comment can ruin your reputation than a hundred positive comments. Give your justification as to what constraints you have that lead to their dissatisfaction and assure them to improve the service. Also, keep reviewing your equipments as well as trainers to tackle any genuine issue that may crop up.

Fitness is not a one day wonder and is a journey. The only way that both you and your customers can reach the destination depends on the workload, and the efficiency of your performance.

How To Market Your Martial Arts School

Running a martial arts school should be a lot of fun, and it is in many ways. But making it work financially is another matter altogether. I struggled for years with my schools but it was what I didn’t know that was holding me back. It was what I was carrying around in my head which didn’t help me too. What I believed about the art I was teaching, myself and the value of my school to students was all wrong.

Mindset and Business

Whether you think you are teaching out of the love of what you are doing or to build a business, is a large factor in your schools success. I thought that just by turning up again and again and doing what I had always done for 20 or so years of training, would be enough. It wasn’t.

Only after several years of struggle did I really look into what I was doing, how it was making me feel and why it wasn’t working.

I decided that it was make or break time. I had a few classes and a few students, but I wasn’t satisfied with it. It wasn’t making me happy. I would get a new student at the club and they would leave. My regulars were leaving too. I didn’t know what I was doing wrong but I decided to take some responsibility for the school. I was in charge after all but I was letting habit rule me.

How could I expect change if I didn’t change anything? If my school hadn’t changed within a year I was going to scrap the whole idea. I had to make it work or that would be 20 years of training down the drain – or at least that’s how I saw it at the time.

Doubt and Uncertainty

I doubted myself and my ability. I doubted whether I was doing the right thing. Maybe I should do something else? But I couldn’t abandon the few remaining students who kept turning up. Martial arts had been a focus for my life. I don’t know what I would have done without them. So I needed to keep going. But I also needed to make it pay. I was turning away work so I could make classes. It was crazy. I was doing myself out of money for the sake of my failing classes – which were costing me money!

I knew my indecision wasn’t helping matters. I focused on getting my classes together in the same building. That would build some cohesion at least. I had done some affiliate training online so I was using some of the ideas I had learned to promote my class with advertising on the internet. But I was still struggling with numbers. I then put myself on another marketing course and started applying what I learned online.

One of the biggest factors was mindset again, not in the same way though. I knew I was being too ‘wishy washy’ with my advertising and in my confidence too. I knew I could be great at what I was doing, I just didn’t fully believe in myself. But not only that, there was another hidden mindset problem which I was about to discover.

Marketing With Confidence

I was doing some marketing. But I was dipping my toe in. I would pay a tiny amount and see if it worked. If it didn’t I would stop my advert. I kept doing this for ages. I didn’t have any confidence in what I was doing. I didn’t have the money to back it up either.

After a rather expensive marketing course I saw the main mistakes I was making. I didn’t have the cash for the course so it went on credit card. It was scary and I don’t recommend spending money you don’t have. But for me it was make or break time. I was so frustrated with my results. I didn’t know what I was doing wrong.

The course lit up a few lights and I saw some of my limitations. It taught not only the advertising specifics but also back-end products and the long-term value of the customer. Knowing these things gives you confidence in your advertising. You still need a range of products and a good business model for it to work.

Within a few months I was pushing my comfort zones and advertising many more beginners courses than I had even done in the past. Part of the problem was I had become too comfortable. I only did what was necessary to perpetuate the situation.

When I changed things and turned up the advertising in a kind of ‘do or die’ manner, things began to change. Again, I was spending money on credit but with a bit more confidence this time. I had been learning advertising online for some time, but I didn’t understand the concept of lifetime value of a customer, or return on investment. Knowing these things gave me confidence in what I was doing.

Don’t get me wrong, I didn’t just throw money at advertising. I was doing it in a very controlled way, targeting my specific location through Facebook advertising. I had learned how to lower costs and offer more back-end products. My main problem was a lack of students. This was partly my confidence problem and uncertainty with the school. It all starts from your mentality. By changing my mentality, valuing what I was doing and my approach to advertising, everything eventually changed.

The Importance of Marketing Management

Management in marketing should be properly done to make a business successful. The relation between the consumers and sellers certainly play an important role in the marketing industry.

Here is a list of some marketing importance given as follows –

Marketing helps in movement, transfer and exchange of products – The movement, exchange and transfer of goods are helped by marketing. Intermediaries like retailers and wholesalers help to provide goods and services to the consumers. Both the customers and producers enjoy the benefits. The specific requirements and preferences of the consumers are informed to the producers by this method. It also helps the customers know more about the products which are produced by manufacturers. The design of the goods acceptable to the customers is involved too, just as the transfer of ownership between producer and customer is also facilitated.

It maintains and raises the living standard – The standard of living of the community is raised and maintained by marketing. The standard of living is delivered and created by marketing to the society. It does so by providing products and services to the customers at an affordable cost. Three classes of people- poor, middle and rich are comprised of by the community. Marketing supplies all the products that these three classes use. A reasonable level of living standard is achieved even by the poorer sections of the community with the help of latest techniques.

It creates employment – Employment is created too. It helps to offer jobs to many people of the society. Financing, selling, buying, warehousing, transport, risk bearing and standardisation are the main functions of marketing. Large numbers of people perform different activities in these functions. Marketing has widened the scope of large scale industrialization and production. Many employment opportunities are created by this widened role of marketing.

It is a source of revenue and income – Income or revenue can also be generated with the help of marketing. It encourages some specific activities to obtain income. Profits can be earned by selling and purchasing goods. You must create place, time and possession utilities to enjoy maximum profits.

It helps to make decisions – Presently, marketing is considered as a complex job. It not only manufactures products, but it is a specialized activity to create relationship between producers and consumers. The mechanism is largely dependent on by the producers. It also helps them to make their business strategies.

Merits of Hiring a Marketing Agency

When you hire a Digital Marketing Agency you don’t need to stress of promoting your business as you will have left the work to advertising specialists. They give an extraordinary help to building up the business in different angles. Moreover, they reduce the worry of the entrepreneur. Since enlisting an advertising agency, isn’t something to consider joke. You should invest some energy to get fitting data about the organizations you choose to work with and what decisively would be the extent of their work.

A Key to Achieve Branding Goals:

Web Marketing is the most applicable and least demanding approach to achieve the customers and this is the very purpose for the prominence of advertising agencies. These create targeted campaigns to attract new customers to your site using highly effective yet saving money methods.

The marketing situation has totally changed in global world. The creativity changed the significance of publicizing. The organization and brand are publicized to make the people familiar with the brand name.

Prior, organizations have limited choice to promote their brand on Print and Electronic Media, which was very costly. The time has changed now and social networking assumed control, companies are currently exploring advanced media which is very economical.

Establish Roles and KPIs:

It is critical to be clear about what you need done when and set clear deadlines and targets for the agency to work. Ensure that I have normal contact focuses with customers & clients. There is no excuse behind why you, as the customer sitting on the opposite side of the fence. Incredible correspondence is a certain fast track to marketing ROI. The most ideal approach to tell your marketing agency what you need done and when is to set guidelines for what you.

Uses of Latest Technology & Tools:

To get successful marketing results you need the right tools to screen your records, track information and attempt other marketing tasks. By employing a marketing agency for your business, you spare time and cash as well as save money on buying exceptionally expensive marketing tools and technology.

Why Is It Recommended to Hire Marketing Agencies?

Answer is quite straight-forward. The marketing agency has a team of professional experts who know about online media. They know extremely well how and when to utilize the online aptitude to get the best results utilizing advertising strategies. Every expert has an alternate idea when they collaborate it will make wonders. Numerous successful effective organizations are controlled by incredible pioneers, who might be specifically working with you. A digital agency does not restrict itself to simply promoting, but rather additionally has a decent resource of resource of excellent content writers and SEO experts.

Conclusion:

Consider conversing with a specialist to discover what they can accomplish for your business and your online achievement. Simply no good consultant, no good results. Consequently an organization advantages a ton taking the service of a marketing agency. Without a committed team working on the promotional strategy, it is extremely difficult for the organization to enhance their sales.

Avoid This Basic Mistake With Your Martial Arts Marketing

I was at the verge of throwing in the towel on my martial arts school when a shift in mindset turned everything around. I had put in so many years to this art that I couldn’t possible give up. I was far to heavily invested. What else could I do anyway? Not a lot else! So I focused on making my school work, not just financially but I also wanted to turn up to a busy class and enjoy teaching again, without worrying about the financial side.

The basic mistake I was making was that I didn’t know how to organize a school in such a way that I could pay for advertising and turn a profit. This is intricately tied up with your back end products such as summer camps, gradings and extra classes of course. The way you organize your payment structure and your retention rates are also a huge factor. If you pay to get people to your school, and they leave soon after, all that advertising is wasted. Having said that the main principle which turned things around for me was learning about return on investment.

Return On Investment

Knowing your return on investment is a game changer because once you know the value of a student, even if they only stay for a year, it empowers you to set a marketing budget. Even if you lose initially, the long term effect of having built a sizable school will pay dividends in the end. There’s also the factor that people don’t want to come to a tiny school with no students.

The more popular your school is, the more likely people are to stay. When I started paying to advertise my school I was very tentative. I was afraid to lose money. As a result I didn’t spend enough to keep the ball rolling. Once I get a few students in, I stopped advertising and closed the doors, thinking that giving those students more of my time would pay dividends later, and help build a good school. The opposite happened. People dropped out and I had a dwindling school.

I would then start advertising again to boost numbers. Often, when a student would visit my school they wouldn’t stay because there were such small numbers.

Continuous Advertising

I didn’t have much money so I looked into ways to advertise for free or very cheaply. By advertising continuously, you keep the flow of new students going, instead of stunting it. When people are looking for a school they want it now! They don’t necessarily want to wait 6 months until your doors open for new students. By focusing on a continuous flow of new students in to the school, knowing there would always be a drop off rate, things began to change. I actively recruit now instead of resting on my laurels and expecting people to come, just because I’m such a good teacher!

Shifting Attitude

I naively thought that just by opening a school people would come and stay. I thought that just because I had spent the larger part of my life training, that other people would too. When I looked at my school differently and realised that it wasn’t my martial arts training at fault, but my lack of awareness in the business of running a martial arts school, I could honestly say I was a beginner, and knew nothing. This awareness of my lack of knowledge led me to find some answers and I invested in my education. This time in a business education and not more martial arts training. This may sound obvious to many people but it wasn’t to me at first. I had struggled for years before it occurred to me that this wasn’t personal. I just didn’t know what I was doing from a business stand point.

Back End Sales & Retention

Of course your ‘back end’ sales and retention play a huge part in your return on investment. You can’t determine exactly how much you will earn from an individual student. However, you can estimate the rough amount based on a year of training and your business set up. Setting up your school to include multiple income streams helps. Have a monthly payment scheme which also encourages your students to get the most from their membership. This also means you have a more solid income each month. If someone doesn’t turn up to class, they are still paying. They lose out and not you! You can also monetize your school with merchandise, summers camps and other ‘after school’ courses. These all make a huge difference to your income and the return on investment from each student over 2-3 years.

Knowing your return on investment means you can even make a loss from your initial advertising methods. Over the long term you will build your school, your income and your ability to retain students too.

The Basic Old School Marketing Tips

Marketing methods might change, but people don’t.

Not really.

I know a guy who consistently makes seven figures in his business without studying the newest, latest and greatest online marketing techniques.

Instead, he studies traditional “offline” methods that have worked for decades, not just weeks or years.

His customers love him and his products sell like crazy.

For example, he knows that people need to see an advertisement in a newspaper or magazine as many as 7 times before they buy.

So he uses retargeting – those ads that seems to follow you from website to website – to make sure he gets seen enough times to make the sale.

He knows from old school marketing that people do business with those they know, like and trust.

And when they want to make another purchase, they again go back to the person they know, like and trust.

So he does everything he can to treat his customers like family and earn their trust.

Of course he uses technology to automate everything, but that doesn’t change the fact that he loves his customers and lets that love show in every communication.

He also keeps a list of VIP clients and treats them accordingly. He’ll create a personal video for a single client, or send them a gift or snail mail letter. In fact, he does one of these every single day for his VIP’s, which might account for how well he sells BIG ticket items in the $2000 to $5000 range.

He looks out for customers much like a best friend might. When he sees something that he believes is a scam, he warns them away from it. When he thinks of something that will help his customers, he shares it the same day.

He visits client’s websites and leaves comments. He answers emails, and I mean he actually answers them himself if it’s a VIP client.

Online really is the same as offline, in that we are dealing with PEOPLE. Funny how we tend to forget that sometimes.

If you had a store with people walking in the door, you would hopefully see them as people. But online they can turn into faceless email addresses, which I think is why so many online marketers struggle.

They forget that online marketing is actually a PEOPLE business.

So grab an old marketing book and start reading. Ask yourself how it applies to the internet.

7 Effective Strategies on Marketing Your Business Locally

When I was studying for my business degree and before my company was formed, I was in need of an outlet to be around other like-minded women. Years previous I was a member of the local Valley Women’s Network so revisited their luncheons.

Even though funds were very tight at the time, it was important for me to have some human interaction – even if only once a month.

Little did I know, going to these meetings ended up being the catalyst for our birth.

During this time I connected with women entrepreneurs who were either eager to start a new business or take their business to the next level. Being the former webmaster for the Vancouver Sun and Province, it was a natural thing for them to ask me questions about branding and websites. I was more than happy to share my knowledge.

Eventually conversations evolved into them hiring me so they could get the help they wanted with their marketing presence.

The next thing I knew I was in business as a web developer!

That was over 12 years ago and I’m proud to say a handful of those women are still clients today.

I have to smile when I think about it because I really had no intention of starting my own business. I was going back to school with the idea of landing a CIO position somewhere.

Turns out my calling was much more important than that – helping business owners realize their dream.

The Many Benefits of Attending Local Live Events

Fast forward to present day, I still value the connections made when attending networking and other similar events.

Recently I was in Vernon attending the WOW-Woman of Worth Conference where I had an opportunity to get to know many incredible women I would never have met otherwise. (I was inspired to write these networking tips while there.)

I am also a member of the Business Professional Women’s Group and attend meetings in Langley and Abbotsford.

The connections found at events like these have been invaluable – not only professionally but also personally.

Social Media and Online Marketing is Not the Only Way to Generate New Business

Sometimes with Social Media and online marketing being so prevalent we forget about our own back yard and the opportunities available to us. All we have to do is simply step away from the computer and check them out.

My business was literally created by connecting with people locally.

And just because Social Media has taken over the online networking landscape, doesn’t mean there’s any less value in building your business at that grass-roots level.

Do you market your business in your hometown?

If hiding behind your computer has become the norm for you, I encourage you to explore local opportunities to get better known in your home town.

Here’s seven tips, ideas and suggestions on how you can take advantage of generating business through local efforts:

1. Network where your target market is hanging out. First be clear on WHO that target market is and then do some research on where they gather.

This is an easy one if you are a B2B business like mine; there’s plenty of networking groups available tailored for that crowd.

But you might have to look at other shared interests. For instance, if your target market is very health conscious, join a popular yoga group and get to know those people who attend.

2. Volunteer at community groups. Volunteering in community groups are a great way to boost your visibility. Not only are they a great way to give back to your community but also an excellent way for you to showcase your skills and expertise.

Do a search for groups that could use your skillset. A great example is if you are a bookkeeper or accountant – volunteer to be the bookkeeper for the group.

3. Create your own Meet-up. Setting up local, more casual events on a subject you know would be of interest to your target market is a great way to build your brand visibility.

These types of gatherings can be very beneficial to the attendees where you can offer something of value to them and showcase your expertise at the same time.

4. Set up a trade show booth. Many trade shows have thousands of visitors. They are a great way to build your brand visibility and bring more awareness to your business offerings with the local crowd.

Set up a professional display and strike up conversations with those showing interest in what you are offering.

Be sure to have a way for them to get onto your mailing list by offering a draw or free giveaway. Just be sure they check off a box giving permission to receive your regular newsletters.

5. Join the local Chamber of Commerce. Even if your target market is not business owners, there are still plenty of great reasons for you to get to know other business owners in your area by joining your local chamber.

Not only can they be a great referral source for you, but they are still people who could be interested in what you have to offer at a personal level.

6. Nominate others for awards. We had the honour of being nominated for, and won the Abbotsford Chamber of Commerce Business Excellence award in 2016 in the home based business category.

I was also nominated for a WOW – Woman of Worth award in the Business & Prosperity category. The amount of free publicity and exposure we received for each of these awards was priceless.

I encourage you to nominate someone for similar awards. Not only is it very gratifying to make someone else’s day, you also gain a lot of exposure from being the person who nominated them. Another option is to be an award sponsor, again bringing you great satisfaction and business exposure.

7. Don’t forget your business card! While some may poo-poo this, I’m still a believer in the value of business cards.

Get professional cards designed and printed. Use them wisely – always ask the other person you’re talking with for their card first and reciprocation will ensue.

Your business card is a first touch-point that person will see your visual brand so ensure you give off the right first impression with a professionally designed one.

Aside from getting out there and getting involved in local community activities, you could also take advantage of various paid advertising opportunities. Newspaper advertorials, radio ad spots, sponsorships and even billboards can all be taken advantage of at a local level.

Don’t Forget About Your Website

No matter what kind of activities we are doing when trying to drum up new business, don’t forget the importance of your website.

With every potential customer you meet, assume they will be heading to your website to check out you and your services. They might even do it right there so ensure your website is mobile friendly and shares the right brand messaging that will compel them into action and hire or buy from you.

Always be seeking opportunities where you can build your business expos

Susan Friesen is the founder of eVision Media, a boutique web development and Digital Marketing firm of over 15 years that specializes in designing, building and marketing professional, unique websites for entrepreneurs, businesses and organizations.