Too many people think marketing means doing a marketing activity once. Very wrong. A few months ago this column provided a list of 12 marketing strategies. Here's another expansion on some of them.
Be active in whatever you do " I'm always amazed when people spend good money to join a group, get in the membership book and that's all the group hears of them. No matter what the group, you have to be active. Attend meetings, get on committees, get on the board, take charge and become known as a "doer." Others will see you do good work and figure it transfers over to your professional life. Whether you're a consultant, banker or own a widget shop it creates a positive image. Expect business referrals from those groups where you stand out from the crowd. And this is not just for business focused groups like the Chamber it is also for non-profits or service clubs like Rotary.
Keep in touch " it's a daunting task to keep an accurate database of all you active contacts much less keep in touch with them. However, it's the cheapest marketing you can do to an audience that already knows you. Send a newsletter or, if you're not a writer send a one sentence or paragraph tip every month. Length does not equal value. Usually it's the opposite.
You can also send postcards (easier to read than a letter), announcements of positive things that happen to you (award, certification, etc.) or anything else that is considered "public relations." Of course, you can also pick up the phone to say "hi." Sometimes that's all it takes to rekindle a client or source of referrals interest. If you're thinking, but I make or service something so it doesn't apply to me think again. A couple years ago a client starting calling everybody on their customer list. It was amazing how many quotes and orders they received from customers who had "forgotten" them and were glad to receive the call. You can also meet people for coffee, lunch or breakfast. Interesting how good things happen when we show interest in others.
Form alliances " these happen when someone else and you share a similar customer base for different services. Sometimes even for the same services. I was surprised a few years ago when, in a networking group, the bankers said their greatest benefit was meeting other bankers they could trust for situations where their own bank couldn't help the customer. More common is an alliance I recently set-up. The other party meets people who are good clients for me. He provides one service and I provide another. The clients' need both to be successful. His top concern is having someone who can take care of them as it benefits him at the same time.
The bottom line is all the marketing strategies don't mean anything if you don't do them and do them consistently (and first class).
John Martinka of Business Resource Group, Inc. in Bellevue, WA is a business consultant and speaker. He helps people buy, sell, grow and value businesses. You can reach John at 425-576-1814 or via e-mail at