Back-To-Basics Marketing Revives Slow Sales

Written by Paula Pollock

Wednesday, 19 August 2009 06:50

When SME (small, medium enterprise) businesses experience slow growth or lack of customers, they look for radically different places to find customers. Some will begin attending chamber events, others place ads in papers, try radio or worse – get pushy. The problem is they are using outbound marketing not inbound marketing. Outbound marketing is blasting “hey look at me” on every channel or media to which you have access. (Sound familiar Twitter and Facebook users?) It flat out doesn’t work and makes you look When SME (small, medium enterprise) businesses experience slow growth or lack of customers, they look for radically different places to find customers. Some will begin attending chamber events, others place ads in papers, try radio or worse – get pushy. The problem is they are using outbound marketing not inbound marketing. Outbound marketing is blasting “hey look at me” on every channel or media to which you have access. (Sound familiar Twitter and Facebook users?) It flat out doesn’t work and makes you look desperate. The very best way to maintain a steady stream of customers and revenue is through effective inbound marketing.

Customers In Your Backyard – The shear number of businesses that don’t mine their past customers is

staggering. Past customers have already experienced your products and level of service. Why wouldn’t you look for them to buy more or at least refer you someone else? (Okay, Realtors and mortgage brokers are not in the best position to mine referrals.) It’s never too late to start a customer appreciation campaign. It doesn’t need to be complex or costly, just consistent. Based on your product or service, determine a good interval to touch your past clients at and do something – anything!

Prospects Over Your Fence – Regionally, you must have a few competitors. Who are they missing? You know who your existing and past customers are, so you can comfortably include them. But, is there a regional need based on current community events that no one seems to be capitalizing upon? I find it much easier to create a feel-good scenario in my own community. Realtors and insurance brokers are an excellent example at this. Can you align yourself with a cause or community group that also fits your target audience? Then do it. (It may even be tax deductible.)

Generally speaking, businesses tend to look way out there when things start turning bad and they really need to circle their wagons instead. Go back to basics and revisit that which brought you success in the early days. If your product is a good value and well targeted, they will most certainly welcome you back with open arms…and wallets.

Paula Pollock is Director of the Pollock Marketing Group, further assisting good companies in becoming great through outsourced marketing services with her team of professionals. PMG fully embraces and encourages a the flexible workforce model. You can sign up to receive her bi-monthly Lean Business Solutions newsletter at www.paulapollock.com

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