5 Ways To Stretch Your Marketing Dollars

B2B businesses seem to have much smaller marketing budgets then B2C businesses.

If you are a B2B business looking for a few ways to stretch your marketing dollars, here are 5 to get you stretching.

5 Ways To Stretch Your Marketing Dollars

1. Use the ads you create in other way besides publication advertising. When you run your ad pay for reprints (they are very lows cost) and mail your reprints to clients and future clients. Also turn you ads into data sheets by printing feature data on the back of your reprints.
2. Don’t change a thing. If your ads are working, keep running them until they stop working. You’ll get bored with them long before your future clients.
3. Pay your suppliers on time. Taking advantage of discounts and avoiding costly late fee can save you a lot of money. Plus, you’ll build your reputation leading to referrals and better service from your suppliers.
4. Don’t get to fancy with your ads, brochures and marketing. Many times going overboard will turn off potential clients, especially in the industrial marketing. Concentrate on your headline and offer, they are far more important then the bells and whistles.
5. Do it yourself. The everyday marketing tactics such as distributing press releases, updating your marketing plans and meeting with media resources can all be done by your or and administrative assistant or even a virtual assistant for some of the repetitive tactics.

If you had to choose just one of these dollar-stretching ideas, which one would you do first?

By the way www.FastMarketingPlan.com is getting close to being completed. I’m shooting for a November 30 launch. So click on the link above and sign up for updates and you’ll be in the front of the line for a 30-day $1 trial where you’ll love building all the marketing plans you need, FAST and the best part, you’ll get reminders and help every Monday morning about your upcoming marketing tactics to kick into action

© 2009 Sanford Jay Barris

7 Questions To Ask Before Writing Your Marketing Plan

Have you ever wondered how to streamline creating a marketing plan?

Can I show you 7 simple things to ask to help speed up creating your next marketing plan?

The first question to ask is, “Do I really need a marketing plan.”
You may not. If everything you are doing to bring in all the business you want, don’t change a thing. Even if you or your staff are bored with it. Let it keep profiting until it stops profiting.

Next ask, “What do I want a marketing plan to do for me and my business.”
Many marketing plans are written as part of a business plan. Also, marketing plans are written when looking for new or more funding. Most marketing plans are created as a road map, a guide to the next 12-18 months of marketing campaigns

Now, “What is your Unique Selling Proposition (USP)?” Answer in a compelling way, why anyone would choose your products, services or ideas over all the other choices they have, including doing nothing.

Of course, you are making and “Irresistible Offer” every time you are in front of someone. Business and marketing are all about offers.  You give me this and I’ll give you that. Keep in mind that without an offer, no business transpires. Think of the many times you have seen an advertisment or marketing message and couldn’t figure out what was being offered. Don’t make this critical mistake. State exactly what you will be offering in your marketing plan.

OK, “Where is your ideal future client or customer?” Not just anyone, but who is the ideal fit for your products, services or ideas. Where can you find enough of your ideal future clients to be profitable? When you do find them, how much do you know about their hopes, aspirations, desires, fears, problems, etc? Take off your shoes and walk in your future clients shoes for a week and see, hear and feel what they see hear and feel. Then and only then, will you know their real problems.

I’m sure you’ve decided on which, if any, of the many of the different “marketing media options you’ll want to test.” Options like direct respons mailing campaigns, yellow page ads or email marketing. How about tele-marketing, newspaper display ads or Webinars? Networking, Social media marketing or pay-per-click marketing? We could go on and on and on, but you get the idea. Where are you going to spend your marketing budget?

Finally, as long as you are going after new clients, “How are you capturing their personal information?” I don’t mean their shoe size, waist size or height (but you may need them depending on what you are selling). Are you asking for their name, email address and snail mail address? If not, how will you communicate with them in the future?

Now grab a piece of paper and start answering these questions. Doing so will focus your marketing plan and anyone reading it will know exactly the what, where, when, who and how you are planning to market your business.

Ok, I admit it; there are more then 7 questions to answer.
You should have seen the ones I edited out.
I’ve saved them for another article in the near future, so keep checking back.

What to speed up the creation of your advertsing and marketing plan?

Coming in August http://www.FastMarketingPlan.com

Go ahead, take a few minutes today and look at every marketing message you are putting out…

Ask yourself:
Am I providing my reader, viewer and listener the proof and credibility that what I’m saying is indeed true?

How many times have you seen an ad on TV and said to yourself “Yea. Right. Sure it is?”

Let’s face it… we are all slammed with so many marketing messages a day, that we stop believing most of them.

So how do make your marketing messages more believable?

Start by take a closer look at the benefits of what you are selling.

Think about all the ways you can prove your benefits actually exist.
Ask yourself:
•    What are the strongest “Reasons Why” anyone should believe they’ll get what I promise?
•    How much more specific can I be?
•    What solid proof have I offered showing what I claim it true?
•    Have I begun to think about how I can strengthen my guarantees?
•    Is there a way to demonstrate your product/service in action?
•    Can you get a celebrity endorsement?

Answer these questions and apply these ideas to what you are selling and you are well on your way to providing the proof people need to believe your benefits will deliver.

“No way of thinking or doing, however ancient, can be trusted without proof.”
-Henry David Thoreau

Quick Bonus Marketing Tip:

Thousands of marketing experts say that it costs 5 to 6 times more to win a new client than it does to retain an existing one.  What about your company? Is it true for you too?

Yet, most companies spend a small portion of their sales and marketing budget on client relationship management.

Take a moment and think about how much more profit you could generate by deepening your existing client relationships?

Rather than finding ways to get your sales people to “make 20 unqualified appointments this week,” instead, think about the easiest way to building stronger relationships.

Think about all the way you can say “Thank You.” All the ways you can show that you appreciate their business and enjoy the relationship you have.

Here are a few simple ways to get you started.
1. Send a hand written thank you card or note.
2. Drop off a small gift.
3. Bring a flower to the gatekeeper you’re trying to get past.
4. Take your client to breakfast or lunch to talk about ways to improve profits in the coming year.
5. Hold a customer appreciation party.
6. Have your CEO write a personal letter of thanks.

Now go out and give thanks. Show your appreciation.
It feels great and is sure reduces your client attrition rate.

Are you are waiting for everything to be absolutely perfect? The perfect product to sell, the perfect marketing effort to start, the perfect sales staff, or the perfect distribution network—you will wait forever.

Perfection equals paralysis.

You need to be willing to act.

Just realize that you are going to make mistakes: Everyone does.

“Have no fear of perfection — you’ll never reach it .”
- Salvador Dali

You may market to the wrong target or pick the wrong mailing list.
You may make the wrong offer or use the wrong media.
Sometimes, even when you think that you’ve done everything right, things don’t work out the way that you hoped they would.

Mistakes happen.

The key is what you let yourself learn from them.

I once sent out a broadcast fax to 5,000 businesses for a local co-op, business-to-business mailing. The only responses that I received were 83 requests that said “Take me off of your fax list.” I did not get one positive response: nada, zip, and zilch. It happens. Luckily, it was a small test. At least I didn’t fax 50,000 businesses and get the same results. Now, I can change my message, or try a different marketing approach.

The important thing is that I tried something and learned from the experience.

If I had decided to wait until I had perfected everything, I’d still be waiting.
I wouldn’t have learned anything.

Remember: you can’t learn if you don’t act.

If you keep on trying and keep on testing, your efforts will succeed.

What you decide to do doesn’t have to be perfect, it just needs to be done.

Action is the key. Decide to act!

Are you allowing perfection to paralyze your marketing efforts?