The Marketing Toolbox: How to stay afloat during sinking times

We’re entering a year of uncertainty that’s affecting every business in every industry. There are so many factors out of our control. You can’t control Dow Jones or NASDAQ. Who knows what will happen with gas prices or food costs this year? But there is one thing you can control; how you communicate to your clients during these turbulent times.

Grow from the Inside Out
When thinking about marketing, most business owners think about how to grow from the outside in. This year, I challenge you to reverse that thought process. By flipping things around, you can grow more efficiently and effectively by concentrating your efforts on your core business – your existing clientele.

Change Your Offerings
The best strategy for marketing to clients during these times is to be honest about what’s going on, not hiding from it. Then, adjust your offerings to meet their needs – not yours. For instance, one of my clients teaches children’s music classes. She contacted parents with a candid letter about the economy and how her company is going to address it – by offering shorter, more affordable programming.

Look at Buying Habits

Think about new ways to communicate your offerings to your customers. Take your client list and break it down into subsets based on buying habits. For instance, if a client purchased doors from you five years ago and you also sell windows, start marketing that product to them. Clients want to know that you are addressing their specific needs.

Upsell Your Services

Instead of focusing on more customers, improve the sales from the ones you have. Add a family meal deal or a new spa package. Just remember, the offer must appeal to the clients’ needs – not yours.

Stay in Touch
Remember the old saying, “Out of sight, out of mind.” Make sure to stay on the forefront with current and past customers. While your message may seem repetitious, repeating it is the best way to get it across to your customers. Start a blog or an e-mail newsletter this year. These are effective and inexpensive ways to keep your name in front of your customers.