In looking over my eZines for the past few months I noticed I've covered a whole raft of topics related to the *Mindset* of marketing yourself: Paradigms, perspectives, fearlessness, trust, risk, etc. All of these are incredibly important.
But so are marketing tactics.
So for a few issues I'm going to be sharing some of the most effective marketing tactics that I've learned over the years.
What exactly is a marketing tactic?
My best definition is: "A marketing tactic is any activity that creates a connection between you and a prospective client, which moves them closer to doing business with you."
If we look at the big picture of how a prospect actually becomes a client, the following seven-step model is very useful:
1. Strangers You want to approach a prospect, but you don't know them and they don't know you. Marketing to strangers usually means struggle and rejection. That's why the first set of marketing tactics are to form affiliations with those who are currently strangers.2. Affiliation
You create affiliations or connections with prospects by joining organizations, associations and groups. Through this simple affiliation, you're no longer a complete stranger. Tactics that get the attention of those you've affiliated with come next.3. Attention
Attention is gained through communication, either verbal or written. What you say must both hit a nerve and offer some hope. Once you have attention, you apply tactics that are designed to build some trust by increasing your "familiarity quotient."4. Familiarity
Visibility leads to familiarity. Wouldn't you rather do business with someone you've met face-to-face or, at minimum, heard about favorably? The next tactics to implement are ones that inform your prospects about the many ways you can help them.5. Information
Information can come in myriad formats: One-pagers, brochures, web sites, articles, reports, and CDs. Value-laden is the key. Prospects who respond to your information are now ready for tactics designed to give them a deeper experience of you and your services.6. Experience
Presentations and talks, teleclasses, and a regular eZine can all deepen the experience prospects have of you. Trust and credibility build. The final set of tactics complete the marketing process by initiating appointments to explore working together.7. Appointment
Follow-up isn't hard if your prospects already have a favorable experience of what your services can do for them. Once you're meeting belly-to-belly, then a whole new process begins: Selling. (More about that in a future series.)
These seven steps concisely outline how the marketing process actually works. Want more detail? Okey dokey.
Starting with this issue of More Clients (and continuing with five more) I'll be covering each step in depth. The first step is, perhaps, the easiest.
From Stranger to Affiliation
One of the most frequent questions I hear is, "How do I get an appointment with a top decision-maker in a company?" My answer: "You can't get there from here!"
You don't go from stranger to appointment as your first marketing step. After all, do you eagerly wait for phone calls from strangers who want some of your valuable time? Don't you want to get rid of them as fast as you possibly can?
Instead, you go from stranger to affiliation. An affiliation is any meaningful connection between you and a prospect. An affiliation adds a smidgen of trust. An affiliation opens the door a crack.
The fastest way to build affiliations with prospects is amazingly easy: Join organizations, associations and groups. You can be immediately affiliated with hundreds (or even thousands) of people by simply writing a check for your membership dues.
This first tactic sets the foundation for everything to follow; seek out groups whose members either consist of prospective clients, or those who could refer you to them.
These organizations include, (but are not limited to):
Chambers of commerce
Professional organizations
Business associations
Alumni groups or clubs
Networking or leads groups
Charitable organizations
Online communities like Ryze or Linked In
Groups within your religious denomination
Women's groups; Men's groups
Hobby/Interest groups (gardening/writing/bicycling, etc.)
Country clubs; health clubs
America is a country of associations. People like to mingle with others who share similar interests and passions. Despite the Internet, people love to congregate in person. Always have, always will.
So implementing this tactic is a cinch. There are literally hundreds of thousands of groups out there waiting for you to join them. It just takes two steps:
1. Start searching for groups. Talk to your friends and associates, look in the business calendar section of your daily paper, visit the library, and check Google under your geographic area. They are out there waiting for you to discover them.2. Call one organization at a time. Find out about their next meeting, and go and check them out. Don't join yet. Chemistry, as in relationships, is also important in groups. If attending feels good, go again. If you feel the group is a fit after three connections, then join.
That's it. You've initiated the process of moving prospects from Stranger to Affiliation. Next week we'll explore the key tactics for getting the attention of prospects in these various organizations.
The More Clients Bottom Line: Marketing is a process of moving a prospect from a Stranger to someone who you have an Appointment with. And the very first tactic to employ is creating affiliations with those who are currently strangers.
What are some organizations, associations and groups you've found valuable to affiliate with? Please share on the Blog.
There are two types of groups that have worked well for me. One is the Association of Professional Communication Consultants (APCC, www.ConsultingSuccess.org) -- I've met great people, done some service work, and got a lead that turned into a great strategy facilitation project.
Seminars are the second avenue I've found useful. I take those I'm predisposed to take anyway, and end up meeting potential clients in the process. I've landed two long-term clients in that way, and it's been great.
I'd like to get more involved with my fellow InfoGurus, too, so I guess that makes three!
Mike
Posted by: Michael Knowles | October 19, 2006 at 09:14 PM
I tried some of the BNI type groups and generic women's networking groups as well as joining some Chambers of Commerce. Although I built some relationships I didn't find myself getting many clients and referral partners until I joined trade associations where my target market was. I have had much more success at the San Diego Professional Coaches Alliance, iMarketers, San Diego Ad Club, and International Association of Business Communicators. And I don't just go there looking for clients, but to build reciprocal referral relationships. It works!
Posted by: Andrea Glass | October 17, 2006 at 11:48 AM
I've had a lot of luck with my alumni business association. It's put me in touch with influential business contacts throughout the bay area. I started off three years ago as an occasional attendee. Now I've been president for the past two years and have expanded my network by hundreds of professionals. It's all the result of focusing upon one or two professional organizations and getting involved - contributing my time. Well worth the investment. Joel
Posted by: Joel Deceuster | October 17, 2006 at 08:37 AM
I've found that it helps to divide my professional association memberships into 2 categories: 1) associations where my actual prospects are members - companies with 100+ employees, and 2) associations with people who can refer me to my prospects, like the New England Women Business Owners - they have deep networks and our relationships have matured over time, resulting in referrals to contacts at larger companies. Both categories of associations fit well into my marketing efforts!
Posted by: Kristin Salada | October 17, 2006 at 08:03 AM
In recent years I've had particular success by joining online communities. Particularly invaluable ones include:
- You own Infoguru Forum
- My alumni listserv
- Coachtalk-L
- The Well Fed Writer's group on Yahoo
Oh, and a word to the 'lurkers': participation leads to familiarity.
LL
Posted by: Lyle T. Lachmuth - The Unsticking Coach | October 17, 2006 at 05:50 AM
I like the info here. They are all doable and the tips are situational. This info very well suits beginners in marketing.
Posted by: Mary | October 17, 2006 at 01:41 AM