Your Marketing Plan
Have you answered the key marketing questions?
Who is your ideal client?
Define your ideal client by describing their characteristics:
- Size: annual revenue or number of employees
- Location: city, metropolitan area, regionl, national, global)
- Ownership: Public company, private, non-profit, etc.
- Industry or business focus
- Sales method: direct sales, through distributors and/or reseller, online, franchise, or combination
- Value disciplines: operational efficiency, customer intimacy, product leadership
- Type of relationship you want with them: joint venture, partnership, vendor
Most organizations shy away from tackling this question because they fear that if they answer it, they will restrict their selling opportunities. For most companies, the opposite is true. By precisely defining their ideal client, they focus their energy and resources on those clients most likely to respond to their offering and who will likely be their most profitable clients because they are a good fit.
Defining and understanding your customer is crucial to your business. Email or call today at 612-810-2587
What value do you bring to your client?
Craft your value proposition.
Your value proposition is critical to attracting and retaining clients. If you don’t bring value to the business relationship, clients will not be willing to pay you. Your value proposition should describe:
- How your product or service solves their business problem or somehow improves their situation
- How clients will benefit from your solution
- Why customers should buy from you over your competitors
Ideally, your value proposition is a short description that captures the essence of your business. Ours is, “Get new clients fast”. Our expanded value proposition is, “Outbound IN is a sales and marketing consultancy designed to help small and mid-sized service businesses quickly find new clients and convert them to revenue producing relationships in the shortest time possible.” Each of these captures the essence of what we are trying to do to help our clients. Yours should do the same.
How do they buy?
Diagram your buyer’s journey.
The buyer’s journey is a description of all of the steps that your ideal client goes through from the minute they recognize a problem or identify a need to the point that they are referring other people to you or buying more products and services. Understanding this process in some detail is important because:
- You gain insight into where they get information, how they get it, how they use it, when they will engage with you, and what they do after the sale.
- By understanding these steps, you can determine what information your prospective buyer needs at each point along the journey.
- Today, a significant portion (from 60% to 75%) of the buying process is done online, whether you are buying a bulldozer or an insurance policy.
How do you compete?
Every business has to have some competitive advantage to survive over the long term. It may be your technical prowess, your reputation, your industry insight, or any of many other capabilities. You need to identify explicitly for your prospects why they should select you over your competitors.