many consultants lack any sort of marketing savvy. But don't panic! You
don't need a MBA degree to do an effective job of marketing. My
no-frills marketing tips are designed to give you an easy-to-follow
marketing approach that includes direct mail and the internet. Best
of all, these tips are absolutely free! So sit back, relax, and
you are about to read is classified information and should not be
with anyone. Ok, it's not exactly top-secret, but it could save
the life of your business. If you are a consultant or self-employed
individual, you know that your business absolutely depends on providing
a quality product or service to your customer. Equally important,
but often neglected, is getting critical exposure for your business. In
order to get this exposure, your business must have a sound
me start by saying that I am NOT a marketing expert. My background
is actually engineering and software design. But like so many other
in my field, I initially avoided anything to do with marketing,
that my technical skills would be more than enough to grow my
business. The fallacy became evident as I began to see a steady decline
in income. Realizing the error of my ways, I set out on a mission
to re-invent my business from the ground floor. The foundation would
be a solid marketing plan.
initially avoided anything to do with marketing, thinking that my
skills would be more than enough to grow my consulting business.
first thing is to realize is that an effective marketing strategy is
an extravagance, but a matter of survival. What's that you say?
Your resources are limited and you don't want to spend thousands of
on a marketing consultant. While you may not have the luxury of
disposable income, the good news is that you don't really need that
marketing consultant. Now, I'm not advising against the use of a
marketing consultant. To the contrary, there are some really good
ones out there who are well worth the investment if you can afford
them. But if you're looking for a favorable marketing strategy for
my no-frills approach is an option you should consider.
plan focuses of two main parts: internet advertising and direct mail.
The level and mix of these resources you use will depend heavily on
budget constraints. To be effective, you must first determine who
your customers are. Answering this question is necessary in helping
you decide how to reach your target audience. To determine who your
customers are, take a hard look at the products and services you
be effective, you must first determine who your customers are.
one or two products or services which are likely to generate the
level of income and then concentrate on those. Remember that your
in marketing depends on being focused. Look at past customers in
those areas and the industries they represent.
you've identified your customers, you should begin working on an
advertising strategy. The advance of the world wide web has made
the internet a powerful resource. Internet commerce has grown
in recent years, making it a formidable means of income. One thing
you should do in taking advantage of this resource is to get a website
for your business if you don't already have one. You can build
site yourself or hire someone to do it for you. Whatever method you
choose, be sure that your site specifically identifies your products
services as clearly as possible. You can benefit greatly by viewing
websites of competitors.
consider an internet advertising strategy. One example of an effective
marketing tool is Google AdWords.
AdWords are short text advertisements consisting of one title line and
two content text lines, typically appearing to the right of the browser
page. AdWords offers pay-per-click (PPC) advertising, and site-targeted
advertising for both text and banner ads.
found AdWords to be a simple and effective way to get exposure.
of the nice features is that you can set up preset spending limits on a
daily or monthly basis. On the down-side, if your ad is
targeted or is too general, results can be dismal and funds can quickly
evaporate. Fortunately, AdWorlds provides robust tools for
your ad campaigns and allows you to adjust them on-the-fly if
For more information about Google AdWords, click
through direct mail is another effective way to target potential
customers. You'll first need to decide what type of liternature to
send. Many advertising experts insist on a prescribed set of materials
including a cover letter, brochure, and a reply card. While this
method can be useful, there are other methods which can be equally
effective. For instance, instead of mailing a complete set of materials
in an envelope, consider sending a single oversize postcard. If
properly, the response rate for your postcard can be very good. The
simple reason is that a large percentage of traditional letter
is thrown in the trash without every being opened. Using postcards
guarantees that your ad will be viewed and gives you an excellent
to grab the interest of potential new customers.
Mail Options - Pros/Cons
may be discarded without opening
higher response rates
an effective advertisement is not as difficult as you might think.
All that is required is a good graphical design program and a bit of
When designing an ad, carefully consider the content. Make sure
is visually appealing so it captures the customer's interest. Don't
simply present facts and figures, but give the customer the impression
that he just can't live without your product.
you feel uncomfortable designing your own ad, there are many reputable
ad agencies and mailing services that can help. If you choose to
hire outside help, be sure to stay involved in the process from
to completion. After all, no one understands your product or service
better than you. To ensure your satisfaction, provide detailed input
to the ad designer(s). A sample postcard ad is shown
your ad is in production, you'll want to consider a mailing address
list. There are several choices here: build your own list, purchase a
rent one. The internet provides a vast resource of companies and
information, allowing anyone to do a decent job of address collecting.
But be advised that building your own list will be an arduous task.
Consider renting a list for as little as $50 per 1000 addresses.
You can also buy a list but be willing to spend a bit more. The
between buying and renting a list is quite simple. Renting a list gives
you one-time use while buying permits multiple uses. When seeking
out a list service, be sure to ask how often the they update their
Lists must be updated periodically to keep them current.
that you have some new marketing strategies, I encourage you to begin
them. In no time you will begin to see positive results. But
let me give a word of caution - don't let the successes lull you into a
sense of complacency. Without a steady flow of prospects, business
will eventually run dry. Marketing is a discipline and must be
routinely for continued success. Develop a schedule or plan of action
and stick to it. For instance, decide that one day every other week
will be devoted to marketing activities of some kind. This
could include developing a new AdWord campaign, updating your webpage,
contacting past clients, etc. In the beginning, the routine may
awkward or even unnatural. But in time, you will find that you are
looking forward to developing new marketing strategies and will find