Time-Honored But Time Intensive
Shmoozing or expensive advertising used to be the mainstay of business-to-business marketing. However, communications tools have proliferated while available time for both prospect and seller is at a premium. Other more cost effective and time efficient methods can be used to make contact, deliver sales messages, and stimulate top-of-mind awareness.
The following list suggests some basic techniques for marketing your service or organization to your market. There are others, such as trade advertising, direct response mass mail. However, the emphasis here is on low-cost, high impact methods that dovetail with and support sales efforts. As with all effective marketing communications, the exchange is as interactive as possible and should serve to separate you from the pack.
Provide Valuable Information
Information is a valuable commodity. Giving the right amount can establish identity, credibility, and even obligation. Here a few of many viable ways to do it.
| 1. Web Page | An inexpensive and effective way to give frequent and current information. |
| 2. Branding | Spread you message and name widely and consistently to your |
| 3. Newsletter | The key to an effective newsletter is news. It must contain information useful to the market and avoid blatant self-promotion. |
| 4. Publicity | Ideally, become a spokesperson. Otherwise, make sure to get credit for involvement with events which might be newsworthy for the market. |
| 5. Seminar or panel | Can be interactive and impactful. However, it can also be expensive and detrimental if not well attended. |
| 6. Cross market | Ally with non-competitive company of comparable prestige and positioning which pursues and serves your market or demographic. |
| 7. CRM | Build and use your database. |
| 8. Event/Party | Better than several lunches at once; a chance to display your corporate culture. |
| 9. Cards, ecards | Frequency is the key. Holidays, corporate announcements, a chance to stimulate a live contact. |
| 10. Cause-related marketing | Stand for something—preferably related to your market. Whether it’s an issue, legislation, or an injustice, your market will be appreciative. |
NOTE: This list is confined to simple definitions. Practical application depends on your situation. If you’d like to know how to maximize benefits, minimize cost, and avoid pitfalls with these and other methods, please contact me by email, phone, fax, or even snail mail.
