Are You A Marketing INee Or ONee?
Snapshot
Had an interesting discussion a few days ago with a client whose business is in an industry that is experiencing fierce "crazy" competition.
I say "crazy" because of the desperate marketing measures many of his competitors are resorting to in an effort to catch the attention of customers who have woken up to the fact that they have a number new options as to where they can find their best value.
Many of the tactics have no strategy behind them, are hastily cobbled together and, will most likely be expensive to administer and ineffective. The business owners who are using them have fallen victim to a common problem.
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Had an interesting discussion a few days ago with a client whose business is in an industry that is experiencing fierce "crazy" competition.
I say "crazy" because of the desperate marketing measures many of his competitors are resorting to in an effort to catch the attention of customers who have woken up to the fact that they have a number new options as to where they can find their best value.
Many of the tactics have no strategy behind them, are hastily cobbled together and, will most likely be expensive to administer and ineffective. The business owners who are using them have fallen victim to a common problem.
They were so busy when there was a steady stream of customers, they didn't make the time to ensure their marketing strategies and systems were keeping pace so they would continue to flourish when business conditions changed.
These business owners were so busy working IN their business, they failed to devote the proper amount of time to work ON it. They didn't build in a marketing system that would help them chart their way through stormy waters that eventually hit most industries.
Two years ago, my client and I could see this coming. At the time, he had virtually no marketing system in place. So we started to create simple inexpensive systems - mostly related to his website and email marketing - so he would be ready to compete when the time came.
Although he is in a high traffic business that keeps him busy from early in the morning until the end of the business day, he realized his business was exposed if a serious marketing battle were to emerge.
Last year, we started to see a few thunder storms on the horizon. We kept "busy" during the sunny days working on the future.
This year the storm has hit full force. And it is nasty.
Some of his higher priced competitors have chopped their rates by 30% in an effort to attract business. Others are offering all kinds of costly incentives to try and win customers. Still others simply don't know what to do. They are feeling helpless as the steady flow of customers they are accustomed to is starting to fall off.
How does your marketing stack up these days? Is your website equipped with the tools and strategies that convert visitors into satisfied clients? Is your online client attraction system designed to protect your business by bringing in new clients in an automated, systematic way where both you and the clients receive value?
And what about your competitors? Are THEY ramping up their marketing strategies and systems? Are they taking advantage of technology that allows them to put a marketing system in place that will allow them to be ready for the future? If you haven't checked their websites recently, you may want to take a look.
Many of the online marketing technologies - powerful client attraction tools like ezines that allow you to create easy-to-use online permission based email marketing system and auto responders that make follow up painless - can be put in place at a cost of a few hundred dollars a year depending on the size of your customer list.
Today, my client is in a marketing battle. As the owner, he is still busy with his day-to-day business activities but he's confident in knowing he has also made time to work on his business by adding the marketing weapons he needs to compete in today's competitive marketplace.
Now, he's an ONee.
© Relax Communications 2007
About The Author: Gerry Black is an independent copywriter and marketing consultant specializing in helping solo professionals and small businesses develop and implement simple, proven website marketing strategies that attract clients.
http://www.gerryblackcopywriter.com for your FREE REPORT, "The #1 Website Mistake That Could be Costing You Clients PH: 905-716- 7130
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