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2015... The "Make it Happen Year"

1/7/2015

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It's the top of the New Year and most businesses have already put 2014 in the back seat and are starting to take the wheel with a strong sense of direction for 2015. You probably have a few grand ideas about how to attract new customers, build a social network or just get the word out about your business floating around in your head. It's time to get them on paper and create a plan of action for success.

Here are my top 3 tips for getting from where you are to where you want to be this year:
1.  Make a list of your objectives and be specific. It's not enough to say that you want to make more money. You need to determine just  how much you want to increase your revenue...by $20,000, $40,000 or $100,00 this year? Break down that number into bite size chunks so you'll see exactly what you need each week to reach that goal. For example, if you want to increase your revenue by $100,000 this year, you'll need to draw $1,923 each week or $384 per business day. How many new clients/appointments/services/products will it take to achieve that? You get the point...

2.  Set up an Accountability Team. When you work with an accountability partner, they're responsible for making sure you're on target with your project timelines and tasks. You'd be surprised how many business associates and entrepreneurs use this method to stay on track and record real success. Each month, make a standing appointment with your "partner" to review the prior month's list of objectives and outcomes. Oftentimes, seeing project progress and results on paper can provide a real sense of accomplishment. Let's face it...how many times have we gone through the entire day, (fully engaged in our work) and then can't remember a single thing we accomplished for the day?

3. Build a creative team. You may have a bunch of creative ideas in your head, but you're not selling to yourself. You're selling your product/service to people who don't look like you. When you get quantitative feedback from a variety of consumers or businesses, you may be better able to integrate ideas that you hadn't thought of before.  Your creative team could consist of a group of fellow entrepreneurs you've connected with in the past at a networking event. Reach out to 3-4 professionals from a range of industries and ask them to join your informal, monthly brainstorming group. You'll be helping each other!

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Uncover a Wealth of Information with Customer Surveys

1/6/2015

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Do you really know who your "perfect" customer is? What type of demographic information do you have about them? Are you certain about what drives them? Why do they buy from you? Why aren't they buying from you?
Surprisingly, most business owners think they know what's important to their prospective customers, but don't have a clue. Using an annual survey can help you uncover a treasure chest of information about the "likes" and "dislikes" of your current clientele and can help you better position your brand positioning and offerings.

I admit....I'd fallen victim to communicating to an audience that I really didn't know at all for another business I operate. Sales and engagement became flat over time and I needed to find out why. So, I created a short 12 question survey that included a combination of multiple choice options, yes/no closed-ended questions and one (1) question that required a written comment. The results were mind-blowing! Once the responses were reviewed and analyzed, we were able to clearly determine why my clients had become disengaged. What's more...we discovered what products/services they were willing to spend money on, topics of interest and their socio-economic profiles. The survey responses allowed us to revamp our communication style, offerings and methods of engagement.

3 Tips for Creating a Survey
  • Make it short and to the point. People will be unresponsive if they determine your survey to be time-consuming.
  • Understand your goal. What is it you want to know about the responders?
  • Offer incentives, if necessary. You may consider offering a 10% consultation discount or free item as a "thank you" for taking their time to complete your survey.

Start this new year off by uncovering what drives your customers' loyalty or disengagement.  Call me to get the ball rolling. 877-221-0749


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Do You Really Know Who Your Target Market Is?

8/27/2014

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It's wishful thinking to assume that your great product or service is perfect for everyone. I learned the hard way when I started my first business. I thought everyone in the entire universe was a candidate for my products. Enter: reality.

Understanding exactly who your market/audience is  before you start knocking on doors, will shave time, loss of revenue and frustration off your "to do" list. Know who you're going after in order to formulate your marketing strategy. Otherwise - you'll be traveling in an unknown direction without a map or even GPS. Build marketing "personas" and get to know what your best customers look like - literally and figuratively.

Start with these 5 simple questions and define these demographics about your target customers as completely as possible:
For B2C businesses:

  1. What age group are they in?
  2. What is their job status?
  3. What is their annual income?
  4. Are they city dwellers or suburbanites?
  5. What are they most interested in?
  6. What do they read/intellectual interests?
  7. What subjects would they be most interested in learning about?
  8. Are they technically savvy or more hands-on?
  9. What is their monthly/annual budget for products in your category and how much are they willing to spend?

For B2B businesses:

  1. Which industries could benefit more from your product/service?
  2. How many employees does the target company have?
  3. What is their annual revenue?
  4. Who is the ultimate decision maker in the company?
  5. What kind of information do they read most often?
  6. Where would they likely look for a company that does what you do?

If you've found yourself stuck in a selling rut and aren't' quite sure where to go for your next big sale, recreate your target marketing persona's and use it as your guideline for more direct selling. Need help? Ask us.


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