1. First is a decision about time or money
2. Second is about what you want to achieve – for some companies, it’s about building awareness, but for most it’s about generating enquiries.  For the purposes of this article, I’m going to assume you want more leads (and sales), so we’re looking at direct-response marketing (marketing that generates a response).

If you have time and little money, pick from the following:

• Targeted networking
• Up-selling to existing customers
• Incentivising referrals
• Exhibitions / Events
• Social Media
• E-newsletters (targeted)
• Posters and Flyers
• Increase your prices (where the market allows)
• Incentivise repeat purchases

If you have money and no time, these methods might suit you better:

• Training staff in up-selling to existing customers
• Incentivising referrals from existing customers
• Highly targeted telemarketing
• Appointment setting services
• Search Engine Optimisation and Adwords
• Postal mailings

Fundamentally, every marketing method works…to a greater or lesser extent.  But you must action that method consistently. Try any method for at least 90 days and monitor the results before you swap and change things – you have to give them a chance to work.

We always suggest that customers have at least four or five marketing methods working for them at any one time.  This can even out the peaks and troughs in a business and ensure a stable forward-order book.  So choose a few and monitor them all.

They will all work for you (to a greater or lesser extent).  But if you want to know which will really work for your specific business, that’s when you need to take advice.  And that’s the value added by consultants.  They can save you time and work and make you more money more quickly, but you have to pay for that expertise; as in any industry.  The choice, as always is yours, but hopefully the post gives you a starting point.

As usual, your comments and feedback are welcome.  I’m sure there are methods I’ve missed, so please send in your own experiences and give others the benefit of your knowledge.

Just that slight lapse of concentration. The feeling the game’s all over. And then ‘bam’ they lose in the last few minutes.

And it’s the same in business.  I often hear the people who make the most connections at networking events are those who get there early and stay late – but they also need to be switched on and looking for business opportunities that whole time.  Thinking “we close at 5″ doesn’t cut it if you want to succeed.

I heard two great examples of lost sales caused by that attitude at a BNI training event last night:

• Ian walked into Comet at 5 to 5.  (Most of us know that when you run a business, you’re generally busy and always on the last minute.) He was greeted with a salesman checking his watch and saying “we close at 5″.  So he went next door, into Currys and purchased a washing machine, a fridge and a hoover – all told about £900 worth of goods.  And he bought them on the condition that they would be loaded up in front of Comet’s front door.  Priceless.
• Next was an Audi dealership with the same attitude.  Which resulted in the loss of a £38,000 sale.  Just consider for a moment the huge marketing budget Audi has – the effort they put into building a brand, creating desire for that brand, setting the price, ensuring the product quality is up to scratch, training the sales team, creating sales processes and procedures… just to have it blown at the final hurdle by a salesman wanting to get home.

The question is whether your attitude is one of “we close at 5″ or “we’re always open for people who want to spend money”.  The choice is yours, but if you want more sales, it’s a question you should perhaps be asking.

The feedback from our network and trainers is that Twitter is also where the real business connections are being made.  Facebook seems to be used for personal connections and friends, but business is happening through Twitter and people met through that social media tool.

So…isn’t it time you got started?

You simply need to visit www.twitter.com and sign up for an account and then there’s no stopping you.  But please beware… you need to treat Twitter as you would a networking event.  If you overtly sell to people without building a relationship first, your followers will decline.  And there’s little point tweeting if no-one’s listening to you.

Good luck and please share your experiences with us.

Running on the 28th July at Whoop Hall – on the borders of Lancashire, Cumbria and Yorkshire, this event brings together networking groups from across the region.  It also includes sales and marketing breakout sessions, so you’ll go home with new contacts AND new business tips.

This event doesn’t normally run in summer – but we know that most businesses can’t afford to wait until September to start gaining momentum and keeping the business flowing through autumn and winter.  And the initial response suggests the timing is perfect; with over 30 business owners registered to attend the event already.

To reserve your place, visit www.onebusinessnetwork.co.uk/one2010

Places are limited, so book early to avoid disappointment…

We’ve been networking for over six years and run our own networking event.  Our top tips for making sure you get the most from your networking activities are:

1. Attend plenty of groups to start with and see which ones you like and which ones contain people you may be able to work with
2. Look beyond the members – you are trying to find out who they work with, not just what they do.  Could they open doors for you?
3. Decide on maybe two or three groups to join – maybe one social group and one focused business network such as BNI (Business Network International)
4. Attend regular meetings – if you aren’t there, you can’t get to know people – and they can’t get to know you
5. Offer to help people.  The more help you can be to others, the more likely they will want to help you in return
6. Learn an elevator pitch, so you can present your business well
7. Be specific about the kind of companies you’re looking for, to help people help you
8. Set yourself some goals, so you can measure your return on investment
9. Be realistic about what you can expect from the group – people aren’t likely to pass you business until they know you.  (Networking isn’t a get-rich quick scheme.)
10. Under no circumstances sell to the people in the room – that will destroy any credibility you may have and only serves to upset seasoned networkers

Networking is one of the most cost-effective forms of marketing there is, but it takes time.  Over the years, we’ve seen many companies try networking and bemoan the fact it doesn’t work.  But, like everything else, it’s something you have to stick at and it’s a skill you have to learn.  Just because you run a business, or work in sales / marketing, doesn’t mean you’re any good at networking, so get yourself on a course and put your learning into practice.

• Visibility
  
• Credibility
• Profitability

It’s fair to say that without visibility, you can’t be credible and without credibility, it’s very difficult to be profitable.  But, how do you get the right kind of visibility for your business and ensure you’re remembered for the right reasons?

This week we’ve been focusing on the importance of first impressions – networking can be a great way to meet new people face to face, but you need to be sure you take advantage of it…

You will no doubt have met people at networking events who make some of the following mistakes:

• Invading your personal space
• Shaking hands with their business card
• Only talking about themselves
• Trying to sell to you
• Asking for your business card and then spamming you for the rest of your life

We attended a Referral Institute Conference recently and one of the speakers described this as Invisibility or Irritability Networking.  People who do these things certainly leave an impression, but it isn’t a favourable one.

If you are using networking as a marketing tool, remember most people won’t buy from you when they’ve just met you.  And they’re even less likely to refer you to someone else and put their reputation on the line.  In order to be visible, people have to have contact with you a number of times.  You could keep in touch using some of the following ideas:

• Follow-up the initial contact
• Arrange another meeting / telephone call
• Send them something useful
• Invite them to a relevant event
• Help them in some way

By helping people, you become more visible.  And…what goes around, comes around.  BNI has a principle called Giver’s Gain and it really works!

Definitely Do:

• Find something to compliment
• Listen to what the person is saying and ask questions
• Nod while listening and smile
• Find out the person’s status early in the conversation (In networking, this might be their job title or company)
• If it seems the person is interested, introduce the idea of a future meeting

It sounds like common sense to me, but how many of us honestly stick to these rules?

Definitely Don’t:

1. Under no circumstances touch the person
2. Do not invade their personal space
3. Do not lie
4. Watch your language
5. Don’t advertise something that you have no intention of delivering

You’d think just from the bullet points that I’d been reading the top ten networking rules, as they apply just as well.  And, just as some people break the rules in flirting, some break the rules in networking – to their detriment.  You’re only as good as your reputation, and once you’ve lost it you’re in trouble.

They say you never get a second chance to make a first impression – sticking to these simple rules will make sure you don’t fall at the first hurdle.

For a start, it’s the one time in the year when no-one minds you writing to them to wish them a Merry Christmas.  Which presents a great opportunity to remind them about your business.  But, how do you make sure the memories last longer than the turkey and the money you spend is a worthwhile investment?

Showing Off’s Top Ten Christmas Marketing Tips:

1. Do send cards – people still like to receive them and email is no substitute
2. Use Christmas as a time to thank people for their business
3. Don’t forget your top referrers – you want to thank them too
4. If you’re giving a gift, make sure it’s relevant to the receiver
5. Try to give something that will last – or at least provide lasting memories
6. Branded gifts are great if they’ll be used constantly – but again, make sure they’re relevant
7. Do have a Christmas party – you’re staff definitely deserve a thank you this year
8. Remember your suppliers – a well placed thank you goes a long way
9. Could you throw a party for your customers instead of gifts, and use it as a networking opportunity for them?
10. Buy yourself something to celebrate getting through a tough year – and share it with the ones you love

Have fun and be prepared.

You need a series of strategies within your business to build awareness and tell people about your products and services.  That way, they can choose whether they are interested, or not.

There are plenty of ways to increase your visibility, for example…

• Signwriting your car / Signage at your business
• Business stationery – cards / letterheads etc.
• Press Coverage
• Networking Events
• Speaking Opportunities
• Direct Mail / Email…

You should choose at least four strategies and try to target the people you want to work for – you don’t want to waste time and resources attracting customers who don’t make you any money.  If you aren’t sure how to do this, ask for some marketing help (you can’t be fabulous at everything and a consultant will generate better results in a much shorter time).

Check back tomorrow for the next step… Credibility…