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“My sales team just isn’t cutting it anymore! I need to invest in marketing, primarily low budget. Where do I start?”
You’ve just started your business and quite naturally, your one and only focus is getting the best salespeople, paying the best commissions and ensuring that your revenues keep growing. This what any standard business model invariably looks like. After a while, you realize that your salesmen can only reach out to so many people in a day or a month and maybe their sales pitches have become irrelevant to new customers. Or maybe new prospects are asking for more details about your brand and product but your sales team lacks the time or knowledge to give in-depth answers. In some instances, the answers given by your team to the same question are inconsistent. You need to solve the problem fast…and as an option, you end up hiring a Marketing Manager.
Before you do your hiring, you must know what to expect from him/her. Since it’s your first time dealing with marketing – do you want to break the bank and go all out or start small and get your basics in place?
I would suggest an honest discussion with your new marketing manager regarding getting the basics in place – then going all out once you see the desired result. This can be done on a low budget.
8 top suggestions when on low budget marketing
1. Standardize your sales communication
Create standardized communication relating to the salesman’s pitch, standard FAQs, a presentation template and any product collateral (brochures and leaflets) which the salesmen carry or leave behind with the customer.
2. Have a defined sales pitch for your telephonic sales team/customer care
Make sure that maximum possibilities regarding what could be discussed during a phone call are addressed and given to the tele caller. It is very easy to lose a customer if customer service does not know the correct process or correct information regarding a product or service.
3. Create calendars
Never send out random emailers/sms/statements or make random phone calls. Have a plan with a calendar in place for each of these touch points, outlining what the content of each communication piece should be.
4. Begin marketing to existing customers
Every interaction with your existing customers is a potential marketing opportunity. Begin with looking into every statement, letter, email, sms, phone call that is made. Some marketing communication can definitely be added in a subtle way.
5. Create a list of key moments in customer’s lives
Make a list of key moments/hobbies/interests across your customer’s life-cycle and begin creating communication communication during those moments. Do a customer survey/feedback, if required. Send communication which he is interested in, not what you are interested in telling him. Birthdays, anniversaries, incorporation dates, registrations, renewals every significant moment should be checked.
6. Create a world-class website
Your website has the potential to reach out to millions. Ensure you have a customer friendly, updated and informative website with clear call to actions. Ensure your website covers not only your products but other solutions as well and why your product is the best option. Definitely have an FAQ section as well.
7. Get started on Social Media
Make sure you start posting on all relevant social media. Have a calendar to ensure periodic posting. Get all your customers and employees to share and like your posts. This will help develop initial traction.
8. Run multiple referral schemes
Run referral schemes not only through word of mouth but also via email, your website and social media. As a low budget strategy, this works well. This is vital irrespective of whether you are a B2B or B2C business.