How Identifying Overlooked Marketing Helps Small Mid-sized Companies Grow
by Gogo Erekosima
Every business has overlooked resources that can be systematically identified and applied to lead generation, customer conversion, and revenue optimization.
As an entrepreneur or manager, the success of your business will depend on your ability to recognize these resources and to execute projects that leverage them. One of my favorite clients, is a consulting firm featuring experts in a very highly specialized analytical niche, requiring degrees in mathematics and related disciplines.
Prior to working with this firm, they had depended upon referrals from executives at client organizations for getting the word out about their services. While this had been effective, they decided they needed to generate clients at a faster rate.
Here are just a few of the 20+ overlooked marketing levers we identify in business like this.
Overlooked Marketing Lever #1
One often overlooked marketing lever in information-rich (advisory) businesses is the background expertise of consultants and principals in professional service firms. All too often, companies merely claim expertise with empty slogans, and industry designations that mean precious little to prospective clients. However, thought leadership marketing with books, seminars, virtual events, and lead generating websites can be used to generate leads, motivate referrals, and impress industry influencers.
Overlooked Marketing Lever #2
It costs approximately six times as much to get money from a new customer as it does to get a current customer to spend money with you. Customer education programs implemented through drip marketing campaigns establish the kind of relationship that support the ongoing development of new profit centers. Drip marketing campaigns may include ezine marketing, direct mail newsletters, and more.
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