In updating one of my marketing programs (that I’ll be presenting on Kaua`i in June), I recently reached out to some of my savvy colleagues and asked for their insight on the top 3 most cost-effective strategies in their marketing toolboxes.
Here are the 3 most powerful forms of marketing recommended by business coach Andrea Feinberg:
1. Exquisite customer care: Business from established customers has the lowest cost of acquisition, in terms of energy and money.
Those who are already doing business with me have made that conscious choice and each time they receive my service or use my product successfully, that choice has been reinforced. That person or business is the ideal prospect for expanded purchase choices, referring others, providing feedback, market research, testimonials, product development ideas and more.
2. Good manners: Nothing is more powerful than treating a client, customer or prospect the way you hope your friends will treat you: lovingly, respectfully and with pleasure when you call or write! That means:
- Saying ‘I’m sorry’ if they report a bad experience.
- Saying ‘thank you’ when they bring that poor experience to your attention.
- Following up as promised.
- Providing a consistent experience of quality and offering unexpected gifts (like something with high perceived value yet low real cost) with delivery of service or products.
- Being generous with those who ask for your help (as long as it does not compromise your own values and priorities).
3. Public speaking and tele-classes: I’m in a business that provides tangible results through service delivery. Part of that service implies having a relationship with me; whether someone works with me as their executive coach, they buy my book or an e-program, it’s all delivered through my point of view and expertise.
So, using marketing tools that reveal what that might be like is important. The more I can do that through live or recorded presentations, the more someone is likely to want to know more (and they opt in for a free offer) or it will validate their impression and they’ll make a purchase.
Bonus #4! – Referrals: Sometimes, a choice to buy depends on the positive experience and recommendation of someone else. Typically that ‘someone else’ either is highly respected by your prospect or had a problem similar to your prospect’s and it got solved. And then that would take you back to #1, exquisite customer care, as a strong marketing tool!
Regarding the cost of these tools: time, thought and consistent application; not once have I reached into my wallet to buy & use these because my mom raised me right!!
Do you use any of Andrea’s 4 favorite marketing tools? Have another one you’d like to share? Feel free to post it in the comment section below. I’d love to hear from you. Thanks!
About guest blogger, Andrea Feinberg: President of Coaching Insight, LLC, Andrea Feinberg gently nudges former-corporate-women-turned-business-owners from the daily grind toward big picture opportunities—more money, a happier life and the time to enjoy it all.
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