Director, Hillster Marketing
Five tips to improve your marketing effectiveness
- Focus on things that make money
Just because something generates revenue does not mean it is profitable. Work out which products and activities generate the most profit and focus more resources on them. For example, home grown fruit trees may be your biggest seller but the time it takes to grow, feed and maintain them may mean they are not delivering as much profit as other business lines.
- Get more from everything you do
The old adage about the more you put in, the more you get out does pay dividends. Just because you sponsor the local footy team doesn’t mean business will roll in the door. Get involved, use the club’s networks and keep working on new angles. In the online world analytics will tell you how well everything is performing. Constantly test and refine what you do online.
- Use what you have got
Do not even think about randomly scrambling for marketing lists (let alone the Yellow Pages) to get new customers before you have put a structured plan in place to keep and grow existing customers, win back previous customers, as well as obtain referrals. Many suppliers will have resources that can help your marketing activities.
- Integrate your activities
A direct marketing campaign aimed at your most profitable segment, alongside local advertising and some media coverage will be far more successful than doing each individual activity at separate times in different places.
- Get out there
Most successful businesses are based on strong relationships, both with customers, the local community and suppliers. Don’t fall into the trap of hiding behind the desk and email. Get out of the office and meet people; and if you can’t physically meet them, give them a call/Skype. Every hour that goes by that you’re not doing this, your competitors are.