In my humble opinion, a simple method to get more customers in days or weeks does not exist. It will take time and effort to get the new customers your business needs. There is no secret silver bullet.

You may have attended the latest social media workshop – tried it and got nowhere. Perhaps the advertising rep informed you that you didn’t give your advertisement time to generate results. Sign up for another three months and this time it will be different!

Maybe you read that article about the business that used one simple trick to double sales in three months – yeah, right! Before spending any money on marketing it is important to get back to basics.

What Makes Your Business Different?

What makes your business stand out from all the rest? What can you do better than the competition? What added value do you offer the customer?

Until you have figured that out how can you know what message to deliver to the marketplace? If the message is not clear, it is the same as everyone else, or plain wrong then whatever marketing ideas you try to put into practice are likely to fail.

Who Is Your Ideal Customer?

What size are they, how do they buy, where are they located, why do they (or should they) buy from you? No doubt there will be various potential customer groups.

Which customer groups are worth pursuing and which are not? Who else serves your target customer group and how can you push them back into second place? If your promotional activity and process are not targeted then it will not deliver results.

What Promotional Tactics Are Best?

Armed with your message the next task is to research how best to get that message to your target customers. One promotional tool is unlikely to work. What is required is a combination of marketing techniques working together to achieve the desired result.

Where do your target customers find information? Is it on the internet, is it printed material like magazines or newspapers, is it directories, is it social media, or word of mouth? Most likely it will be a combination.

Work on the promotional tools (or mix) that are most likely to reach your prospects. If everyone else appears to be doing video marketing that does not mean it will work for you.

Consistency Is Key

Whatever you decide to concentrate on it won’t get more customers through the door overnight; it will take time. If you have done your homework (as above) results will come. It is necessary to be brave and keep pushing on with your plan. If any promotional campaign is not delivered on an ongoing consistent basis it will fail.

No two businesses are the same. What sets them apart is different, their message is different, the way they get their message to the market is different. In the ongoing fight to find more customers, there is no single marketing tool that will deliver results for everyone.

There is no silver bullet. What is required is a detailed understanding of your business and market, a plan and consistent delivery of that plan.

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