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In Practice: Juliet's Marketing Wisdom:
5 Tips for Refreshing Your Marketing Plan for 2006
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by Juliet Austin |
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As the end of the year draws near, it’s a good time to review the marketing strategies that you used this year to see what worked well, what worked moderately well, and what didn’t work at all. Because marketing is a well-researched science as well as an art, it is important to review and analyze your strategies on an ongoing basis so that you can invest your time and money wisely as you grow your business.
Below are 5 tips that will help you evaluate your marketing success over the last year and help you put a plan in place to improve upon it for the next year.
1. Evaluate your Marketing Plan for 2005
Evaluate your marketing plan of 2005? “ What marketing plan?” you might ask. This is a common reaction, as many healing professionals do not write marketing plans. They usually don’t know why they are important, let alone how to write one. If this describes you, let it be comforting to know that you are by no means alone, but let it also serve as a wake up call to motivate you to learn how to write one for the coming year. Successful business owners have plans.
If you are one of the few who did write a plan, you will want to carefully and systematically review all aspects of it. If you had tracking systems in place for all the methods you used, reviewing your plan should be easy to do.
Evaluate each strategy and determine the exact results you achieved from it. How many clients did each method bring you? How much income did each method bring in? Were any too time consuming as compared to the clients they brought you? Did you enjoy some more than others? How much did each cost you as compared to the amount of revenue they generated for you? These are all important factors to take into consideration as you plan your marketing for next year.
2. Is your Target Market Focused and Narrow Enough?
Focusing on a specific target market is an important part of being successful in your business. Most professionals resist narrowing in on a specific market often because they fear they will close the door on other potential clients. In reality, however, the more narrow your market, the easier it is to get known for what you do, and ultimately the more clients you will have.
Furthermore, many cities these days have an abundance of helping and healing professionals. If you are going to stand out from the crowd, you will have to market to a specific and unique population.
3. Review and Refine your Marketing Message
Is your marketing message clearly directed towards your current target market or is it outdated? Does it accurately state who your target market is and how you can help them?
Your marketing message should clearly state who it is you work with, what kind of problems you help them deal with, how they can benefit from your products and services, and a clear “call to action” (inviting them to take your offer). If your marketing message isn’t addressing these points, then you need to change it so it does. Even if this means starting from scratch with a completely new message. Old, outdated or ineffective marketing messages will only hold you back as opposed to propelling your business forward. Your marketing message should be the foundation of all your marketing and should be included in all your promotional materials.
4. Evaluate your Promotional Materials
Are your promotional materials (website, brochure, business cards, etc.) up to date and reflecting your products and services in an accurate and meaningful way? Do they look professional? Is the design pleasing to the eye? Are they simple and to the point, or are they overly complicated and cluttered looking?
Your promotional materials are often the first glimpse a customer or client has of you and therefore leave a strong impression. They can either draw potentials clients and customers to you, create indifference, or drive them away from you. You can’t afford to have poorly developed materials if you want to be successful. If your materials need changing, plan to do it early in the year ahead to help you get off to a strong start.
5. Examine your Marketing Strategies
Which of your marketing strategies were effective during the year? Which brought you the best results? Which ones were duds?
How do you know which ones were effective? Did you track them? If not, why not, and how can you set up a system to track them next year? You can’t know which of your strategies were effective if you don’t track where your clients or business came from. And if you don’t know which were effective, you won’t know which ones you should be focusing on next year.
After you have evaluated your marketing strategy and eliminated the methods that didn’t serve you well, write out your marking plan for next year focusing on the strategies that brought you the most business and that you enjoyed implementing.
You might also want to try some new methods in 2006 that you haven’t used before. You have to experiment and test your marketing methods before you know which will bring you the most business.
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Juliet Austin, MA
Marketing Coach, Consultant & Copywriter
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Juliet Austin has a Masters Degree in Counseling Psychology and worked as an educator, researcher and counselor for over 20 years.
In the late 90's Juliet completed a career change into the field of marketing when she Graduated from CoachU, The Institute of Life Coach Training and became a member of the School of Coaching at Coachville. Juliet also completed numerous courses and classes on marketing, Internet marketing and website copywriting and promotion.
She is a member of several professional organizations including The International Association of Coaches, The Canadian Counselling Association, Healers in Business and The Business Alliance for Local Living Economies.
As a Marketing Coach, Consultant and Copywriter, Juliet assists healing professionals and socially responsible business owners who are struggling to attract clients or sell their products. She helps her clients in overcoming resistances to marketing, develop and implement no or low-cost marketing strategies for both on and off the Internet, write compelling website copy and promote their websites.
Juliet writes for several publications both on and off the Internet. Her articles have appeared in publications in Canada, the US and in Australia. In addition, she is also co-author with Sue Bond of the ebook: How To Become A Coach: A Guide for Therapists and Counselors.
Juliet also leads workshops and teleclasses on various marketing topics for those involved in the spiritual, metaphysical and healing arts.
Assisting healing professionals in marketing a practice has become a creative and intellectual form of self-expression for Juliet. Being an ideas person who thrives on change and variety, she is constantly developing new projects. Her ongoing quest for knowledge as well as the passion she has for marketing and her work with her clients ensures that she stays current with cutting-edge on and off-line marketing methods.
Juliet is the author of the Free Report, " 67 Surefire Ways To Attract Clients" which you can get at:
www.julietaustin.com
For more information about Juliet's services, visit her website at:
www.julietaustin.com
or one of her blogs at:
www.marketingaprivate
practice.com
and:
www.websitedesignand
promotion.com
Juliet can also be reached at:
604.730.1838
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