Solopreneurs can get off the feast-or-famine rollercoaster through consistent marketing activities. This article describes an easy-to-follow monthly marketing plan approach.
Do Something Every Day!
Most people who are embarking on a new business venture bemoan the need for marketing because it seems to be such an overpowering task -- one we'd rather have someone else do for us. Well, you certainly can and should play off the strengths of your business partners and let them provide marketing support where they can. But you know your business better than anyone. And you have much to contribute to the marketing success of your business. A major key to successful marketing for a small business is:
Be consistent and persistent!
Translation: Do a minimum of ONE new marketing task each and every day.
You need an integrated approach to your marketing -- a plan that includes a variety of events and vehicles for delivering your message to your prospective and current clients. Relying on one event "every once in a while" won't get you the share of mind you need. Remember, in a downturn economy such as we are experiencing today, it takes from 7 to 9 contacts with a potential client before they even begin to consider buying from you.
What does your marketing plan look like? You do have one, don't you? If not, your first marketing task is to create one. I create a new one for each fiscal quarter, allowing me to respond quickly to changes in my market or client demographics. However, your market cycles and demographic changes could very well be on a different periodicity -- plan to create a new marketing plan at the start of each market upswing for your business.
Some of the traditional marketing vehicles include brochures, business cards, proposals, press kits, article reprints, and advertisements on radio, TV, or in newspapers. In addition, the plugged-in businesses are using the newer methods of web sites, eZine ads or sponsorships, discussion news groups, custom mouse pads, and submissions to search engines.
Here's how your 20-day work month might look after you have scheduled your one-a-day marketing activities:
Day 1 Write lead article for eZine.
Day 2 Contact F.G. re doing a joint-venture project.
Day 3 Check in with XYZ web-based discussion group.
Day 4 Write proposal for ABC project.
Day 5 Submit ad to one targeted eZine - run for 1 week.
Day 6 Layout proposal for ABC project.
Day 7 Evaluate current service offerings re applicability to target market.
Day 8 Present ABC proposal. Send Thank You.
Day 9 Chamber of Commerce breakfast meeting.
Day 10 Invite B.H. to write article for eZine.
Day 11 Present 10-minute spotlight talk at professional association.
Day 12 Contact list broker re cost of local mailing list.
Day 13 Talk with web designer re updating web look.
Day 14 Locate 1 web-based discussion group to join.
Day 15 Group teleconference for invited clients.
Day 16 Create theme for next issue of eZine.
Day 17 Ask 3 clients for referrals. Do follow-up.
Day 18 Send out Thank You's and Incentives to current clients.
Day 19 Create plan for next month's marketing schedule.
Day 20 Send out eZine.
See how simple yet how powerful this is? Over time you'll be a top-notch marketeer -- meanwhile, your business will become successful. And that's why you're in business, isn't it?
About the Author
Rose Hill is a Certified Business Coach who works exclusively with independent professionals who desire to create a solid foundation for their continued business success. I do this by means of a comprehensive 4-pronged, 6-month High-Impact Business-Building program. Rose can be reached at (503) 629-4804 or via e-mail to rose@coachrose.com
