Building your marketing strategy (Part 2)
We continue with the second part of the marketing strategy which includes looking at the information that you send to your communication list and the aim of this communication. We also look at the final stage of the marketing strategy - opportunity management.
Your communication strategy is not only for customers. What you want is a list that is learning each time you send information to them to help recipients to decide to buy from you and also recommend or refer others to you. So your communication list will include existing customers, potential customers and centres of influence. Centres of influence are people that have good networks of potential customers AND have good external relationships.
Typically they have been in the community for a long time. People are familiar with them. People know them, like them and trust them, These centres of influence may or may not be particularly successful in business, but they know a lot of other people whom you want to know.
By getting these people onto your communication strategy you build a relationship that allows them to transfer the information and knowledge about you and your business without you. With your customers, what usually happens is that they are excited about the product or service they just received and refer someone to you, but when you get to meet them it really isn't a good match. With a good communication strategy you can give them extra information that gives them a more complete knowledge about what you do or what your product really is. That way the leads they give you will be more qualified when they reach you or go onto your communication program.
So what information should you give to your list? You need to think about what you can talk to them about? Look at your area of expertise and your prospects interests areas. Where the two overlap will give you an idea about what to include in your communications strategy. This information will generally be strategic.
The final part of your strategy is opportunity management. This part of the strategy is how you handle the process when a potential customer decides to buy from you. You want this to move seamlessly from the communication process which has built a relationship with the customer. If you have a product that is not the cheapest, then the service you give and the relationship you have with the customer will be the thing that sells to them initially and will keep them returning.
(© 1995 – 2007 Glen Chapman)