Marketing
is one of the most important keys to business success. It is essential to have a good marketing
business plan. But all the wonderful
marketing strategies in the world are nothing and even worse,
counterproductive, if your clients expectations are not met or exceeded in
their experience with your company.
Marketing Strategy Without Implementation Is Nothing
In
my personal business coaching practice I have a client whose business requires
a high occupancy rate in order to be profitable and successful. When we started collaborating together
occupancy was at 60% which was breakeven.
In
going through his marketing business plan he had all the components to take his
occupancy to a higher level. The problem
was that very little was being implemented.
To him, in running a small business, there was too much to do. It was enough just to keep up with what he
had, let alone have more clients.
Our
first step was to bolster his internal processes to be able to handle increased business. Our second step focused on prioritizing his marketing strategy points
and to start implementing them. After
all, strategy without implementation is nothing.
Marketing Strategy Without A Great Client Experience
Is Nothing
As a
marketing business coach my primary concern after we have come up with a
strategy is in the implementation. Too
often, the self-employed business owner, entrepreneur or solo professional
makes a fatal mistake.
He
focuses on his business treating him like a first class passenger on his
airline. When this happens the client
experience falls short and there is no amount of good marketing, which includes
advertising, that will overcome it in the long run.
The
focus has to be creating a great client experience. Their experience has to be that of a first
class passenger on your airline. It has
to be all about them. You may say, duh,
of course. But it is surprising how many
small business owners miss this critical point.
Your
marketing to be effective must deliver a great client experience.
Marketing Strategy—The Right Priority
In
marketing the right priority is to create a desire in your prospect to
participate in your business because of the value you bring. The value you bring is the benefit. Too often businesses provide features but not
benefits in their marketing.
Benefits
and features are tied together. But the
benefit is the priority. For example, a
business states that it is open 24/7.
The benefit is that you can shop when it is convenient to you. This is a simple example but when you start
thinking of your marketing from the perspective of benefit statements to your
potential clients it elevates your potential impact.
My
client started to implement his marketing strategy. His internal systems were ready. His people were ready. With every new client he solicited feedback
which improved the client experience. He
and his people continually marketed the benefits of participating with and
supporting his business.
The
results were phenomenal. Within 8 months
occupancy was steadily between 90% and 95%.
Profitability was at record levels.
And, my client was now able to enjoy life outside of business. He made everyone a first class passenger on
his airline. And as a result he got to
go along in first class.
The
power of a marketing business plan is in the implementation and meeting or
exceeding clients needs and expectations.
Have a marketing business plan, know your priorities and implement it
and watch your business and life rise to new levels.
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