Strategic Marketing

Posted on: November 5th, 2014 by Neworld Coaching No Comments

Michael Fletcher

Quite awhile ago, Dawn and I filmed a 1 hour webinar on Neworld Web about this topic… To view that show please click here

8 Tips Every Business Owner Should Know!

Tip #1 –

Define and KNOW your Target Market

  • Defining and Knowing your Target Market is a key concept for small business marketing.
  • This allows you to focus on a specific potential client base and reduce non-productive marketing efforts. 
  • By defining and knowing your Target Market, an effective marketing campaign can be directly focused on selling to your specific niche.  
  • A well-defined target market will make every other marketing concept so much easier to implement successfully.  THAT IS A FACT!

Define Your ideal Client First
Some attributes your ideal client should have…

  • Values your service and doesn’t ask you to lower your prices.
  • Easily pays you and is always on time.
  • Comes to you already understanding what your services can help them accomplish.
  • Refers you to others without you even asking.
  • Comes back for more of your services whenever they’re ready for more
  • Gives you “energy” – emotionally and financially!
  • Open minded

Define Your Target Market By Writing the following…

  • WHO do you WANT to attract?
  • What is the age and income range of these people?
  • What are their lifestyles or hobbies?
  • Name 5-10 groups of people from the above criteria that use the products or services that YOU provide?
  • Which of these groups do you WANT to serve (relate to best)?
  • In which of these groups do you already know people or have associations with?
  • Now…define your actual Target Market that you will Strategically attract!

Tip #2 –

Planning…Decide WHAT you are going to do

  • Planning is the most vital part of small business marketing and so many owners fail to see this point!
  • Divide the year into 4 equal Quarters…most businesses operate in these timeframes and this will make it simpler when dealing with the “How” factor of your marketing.
  • Decide what products/services you are going to Market per Quarter.  
  • This does not require specifics as much as a general idea of “what” you are going to be focusing on throughout the coming months.  
  • Neworld redefines their plan each and every Quarter and it changes frequently from the original.  The idea is to start the ideas flowing!

Tip #3 –

Strategy…Decide HOW you are going to do it!

  • Your marketing mix is the combination of elements that make up the entire marketing process.
  • By using a variety of modes to reach your goal, you have a better chance of actually doing it. It requires the right combination, however, so be careful when putting it together. 
  • Traditionally, the marketing mix refers to the 4 P’s: product, price, place, and promotion. 
  • You must decide what approach you will use and create your strategy around your choices.  

Some ideas for promotion…

  • Written Brochures
  • Banners & Signs 
  • Mailing Lists
  • Create a Contest  
  • Audio & Video Products 
  • Posters 
  • Trade Shows 
  • Write Articles or Columns –
  • Writing Direct Mail Letters / Postcard Campaigns 
  • Catalogues 
  • Classified ads 
  • Bulletin Board Marketing 
  • Coupons 
  • Door Hangers or Door Biz Advertising 
  • Statement Stuffers

Also consider Automated Email Marketing to speed up your efforts

  • Create a contact list-either by importing or collecting sign ups from a website
  • Create content for that list-campaign or auto responder
  • Market to thousands of people at once!
  • Track your stats 
  • Use the auto responders to send confirmations of registrations for events etc
  • Use built in templates for a professional look
  • Customize and personalize your emails
  • Create forms for your website

Tip #4 –

Online Presence:

  • Your website is a direct reflection of you and your business.  This is an amazing tool if used properly.  I cannot stress enough that you must have a professional person create your website for you.
  • Creating an online presence is no small task but can be done well if you follow 4 phases.

     Phase 1: Planning
Phase 2: Building your site
Phase 3: Promotion
Phase 4: Maintenance

Social Networking

  • Choose a site and create a professional profile
  • Be Professional  
  • Follow the rules
  • Build relationships
  • Automate with HootSuite

Tip #5 –


  • Consistency is the most important concept of your marketing strategy.  A BAD marketing plan, done consistently, will usually get better results than a GREAT marketing plan done inconsistently!  It helps to lower the cost of your marketing and increase the effectiveness of your branding!
  • Exercise is a great example of consistency.  
  • Be consistent in the time you delegate to your Marketing
  • Be consistent in your “message” remember your Mission, Vision and USP at all times when creating your marketing.
  • Keep your target market in mind at all times and ensure that your message to them is consistent
  • Be consistent with your Brand:  see Tip #6

Try these areas of your marketing to address consistency…

  • Voicemail message
  • Business Card
  • Brochures & Letterhead
  • Website
  • Email marketing templates
  • Signature blocks
  • E-books & FREE Reports
  • Social networking sites
  • Workshop materials (including teleseminars & webinars)

Tip #6 –


  • The most difficult concept for most business owners!
  • Branding is how your clients perceive your products, services and your company in general!  It encompasses everything that you do and say in your marketing!
  • Basic Branding consists of the graphics, logo, design, basic layout, and image of your company!

Ask yourself these questions…

  • What is it about your company that you want to emphasize?
  • What do you want potential clients to remember or know you for?

Where to display your Brand…

  • Marketing material of every kind
  • Storefront
  • Telephone (machine and greeting)
  • Billing
  • Your image
  • Who you give your charitable donations to
  • Branded merchandise

Being consistent in your Branding:

  • Font
  • Colour
  • Message
  • Logo

Tip #7 –

CRM (Client Relationship Management)

CRM systems enable businesses to actively manage client relations in an organized and strategic manner.

2 schools of thought:
1.    A system whereby you “manage” your contacts in a productive manner
2.    A method in which you manage your clients

CRM “System”

  • As with any business…Small Business owners need a system whereby they can easily manage their contacts.  There are basically 2 types of software you can use to accommodate these needs, hosted or on-premise.
  • A hosted online CRM can range anywhere from $12/month to $500/month and obviously the attributes of each CRM are different.  You can research the companies that offer hosted CRM’s on the internet.
  • An on-premise CRM is one that you would aquire and download into your computer and is used off-line.  The costs are varied depending on new products and sales.  Check your local office store or the internet for options
  • Neworld uses a simple Microsoft Excel spreadsheet to handle more than 50 000 contacts.  It is FREE!
  • The point is to use a system…ANY SYSTEM…and stick to it.

CRM “Method”

  • In today’s competitive environment, finding and keeping clients is key!
  • It is also less costly to retain a client than it is to market to new potential ones.  
  • The principle is easy…anticipate your clients needs and exceed their expectations (under-promise and over-deliver)!  
  • Offer Exceptional Client Care
  • Exceed their expectations
  • “Touch” your clients as often as possible!
  • Follow-up Consistently

Tip #8 –

The “Law” of Success… “To be successful… you MUST take risks”

  • We look at people who we perceive as successful (whether it is power, fame or money) and we can easily see the risks they must have taken in order to achieve their “success”
  • The same is true for people we believe to be unsuccessful.  We naturally choose to perceive that they have not taken risks in their lives and businesses.  The difference between these 2 types of people is SELF ESTEEM!
  • To succeed…you must take risks.  
  • To be willing to take risks…you must be willing to fail. 
  • To be willing to fail…you must be unconcerned of people’s opinions of you!  
  • To be unconcerned about people’s opinions of you…you must have high SELF ESTEEM!

In closing… Please remember…

  • Marketing promotes your business and all that your business offers to your clients.
  • It brings potential clients to your business, and makes your business stand out in the crowd. 
  • A solid Marketing Strategy brings consistent traffic and a constant flow of clients to your business.


P.S. Make a Plan… and stick to it!


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