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Marketing your business / yourself

 
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opticalparadox
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Joined: 25 Mar 2005
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Location: Leeds, West Yorkshire

PostPosted: Sun Jun 12, 2005 3:48 pm    Post subject: Marketing your business / yourself Reply with quote

Just some hints & tips I have composed about marketing your business etc

Quote:
One-off advertising campaigns or single mailshots seldom work, you must keep repeating yourself to your target audience so their cluttered brains absorb your message.


Spend time researching your target audience, the publications they read, the tv programs they watch, the radio stations they listen to and the websites they visit. Observe the language involved in relevant magazines, how articles are composed. Think about the message you want to convey. If you are going to the effort of putting together a press release, ensure it is attention-grabbing. Read it aloud to hear if it sounds interesting rather than dull and monotonous.

Consider your clients in terms of long-term relationships, be generous and share information and advice freely. Network online, send friendly & respectful emails and spend considerable time and energy building up your contacts. Learn to deal with rejection, and never give up trying to market your business. Be patient, it may take several months to gain the recognition you deserve.

Ask the local papers if they have a free ads section. Put flyers in the windows of newsagents, post offices, supermarkets particularly places where your target audience is likely to hang out. Remember your leaflet or business card needs to be eye-catching enough to compete with all those other advertisements.

One-off advertising campaigns or single mailshots seldom work, you must keep repeating yourself to your target audience so their cluttered brains absorb your message. Always include signatures in your emails, forum threads, articles to leave your mark and reinforce your products or services. Include urls linking back to your website to provide further information and to improve your search engine optimisation.

Submit your details and website to online directories (be selective as some are constantly ringing to get £ for paid listings). Exchange links with companies or organisations offering complimentary (similar but not the same) services to your own. Do not choose completely irrelevant links as google will not value these as highly as ie: art & design based urls. Plus your audience will return more frequently if you supply a directory of useful and informative resources for them to explore.

Ensure you provide website visitors with original content they cannot read anywhere else to keep them hooked longer. Offer them further infomation if they fill out an online survey or subscribe to your e-newsletter. Offer them a free e-book, they can download perhaps. Ensure your pages load fast or your visitors will leave. Tell them what you are offering straight-away, don’t confuse them. Check your spelling and grammar. Ensure the text is easy to read, failing this provide the option to enlarge/resize.

Hire a web designer (wink!) to create a professional finish. Use appropriate headings (keywords/phrases) to grab the reader’s attention, and the developer can translate them into h1 tags which are given higher importance when crawled by search engines. Research shows that people do not read webpages like books. Instead they scan for headings and subheadings and only read the material if it appeals from the overview.

Any other suggestions / thoughts?
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Goldenchris
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Joined: 11 May 2005
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PostPosted: Tue Jun 14, 2005 12:22 am    Post subject: ASK FOR THE ORDER!! Reply with quote

Not necessarily marketing per say, but its amazing how many people are afraid to ask for the money.

On a website, this is also true. Remember to include a call to action. get people to actually do something.. prompt them. even if it is only a "call 0800 1234 for more details

Find your USP.

People keep on saying it.. but a lot of companies do not market themselves on being unique.

I could spend all day talking about how and who to market to.. but I won't bore anybody anymore today!
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opticalparadox
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PostPosted: Tue Jun 14, 2005 1:33 am    Post subject: Reply with quote

But Chris we want you to bore us with your infinite knowledge and wisdom...
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Goldenchris
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PostPosted: Tue Jun 14, 2005 7:10 pm    Post subject: hardly infinate Reply with quote

sorry if that sounded big headed at all.. My meek and humble cap was not on last night.. point taken! Neutral
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opticalparadox
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PostPosted: Tue Jun 14, 2005 7:29 pm    Post subject: Reply with quote

No offence intended, ugh so hard to depict tone of voice - I really would like you to add to the discussion with whatever you feel is useful - Jen Embarassed
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Goldenchris
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PostPosted: Tue Jun 14, 2005 11:42 pm    Post subject: Ok.. Reply with quote

No probs Jen.

My marketing tip of the day is.. don't read too much into emails/ text messages when just got in from work!

You could mis- interpret and maybe lose out on business! Wink
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opticalparadox
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PostPosted: Tue Jan 31, 2006 2:49 am    Post subject: Reply with quote

Found an article entitled 'Marketing - What You Think You Want vs. What You Really Need' by Maria E. Andreu >>

"Clients approach me all the time saying, “Tell me what I need to do to market my services.” I ask, “What do you mean?” They say, “Tell me how to blog/podcast/what to say on my website,” (fill in your own specific here). That's when I know they lack the one thing without which they'll never really make it.

It's easy to hung up on details. Marketing advice often makes it even more enticing, promising you phenomenal results if you only do X. The “X” changes every few weeks and usually says more about the person who wrote the advice than what you really need to dod. Since advice is ever-present and ever-changing, for anyone trying to keep up it always feels like marketing is a big overwhelming thing that can never be fully tackled. In this dread, they are both right and wrong.

Marketing methods ARE endless. You can spend a lifetime learning about them, implementing them, collecting data as to their efficacy and tweaking your results. For the service professional (not the professional marketer) it is not necessary to learn them all. So the good news is, while marketing information is endless, your grasp of it need not be complete.

What you really DO need is marketing confidence. It is a key ingredient without which your marketing will fail. Of the over 700 people that signed up for a recent series of teleclasses I did on the subject, nearly every one either during the classes or via e-mail told me the same thing: “I am very confident in life but when it comes time to marketing, I get uncertain and afraid.” In short, they lack marketing confidence. It's different that regular, “garden-variety” confidence. But what to do to build it up?

The methods I had participants employ were simple and gave results right away.

1. Get serious about what your REAL goals are.

9 times out of 10, your goals are not what you think they are. Going after artificial goals will wreak havoc on your marketing confidence (and, hence, your results) because you'll never have the steam to keep on going until you get them. If you're going after goals that don't make you jump out of bed in the morning and enthusiastically cheer, “Time to get to work on those goals!” (and I'm only half kidding there) then you're not working on your real goals.

2. Do it, don't think about doing it.

Probably the most critical thing you can do to build your marketing confidence is DO things. So many service professionals get into paralysis by what they consider the overwhelming job of marketing. That's when the marketing research overdrive response kicks in. You figure if you just gather enough information, you'll feel they have a grasp on marketing. Actually, the opposite is true. The more you research, the more overwhelmed you become. The only way to alleviate the overwhelm is to start trying things out and experiencing the results to understand not just what works, but what works for you.

3. Give to get.

Too often in marketing a professional practice, we measure success in terms of results. Results are critical, of course, but in a high-trust exchange, such as happens when you sell a high-ticket service, very often the prospect will not buy on first contact. If you walk away after an initial “no,” or “sorry, not interested,” you are walking away from great opportunities. The practice of giving to get, wherein you demonstrate your expertise by giving people either free or low-fee access to it, is a great way to start building a reputation.

4. Build mastery in your craft. It takes being good to know you're good.

Very often I hear from clients, “I fee like, ‘Who am I to be charging those high fees?'” Often they want a pep talk when they ask that. Instead, I ask them, “What would it take for you to know without a doubt that you MUST be charging that?” Too often we want to coddle ourselves and others when we don't feel “good enough.” But in order to really build your marketing confidence, you must be excellent at what you do. So what's that going to take? How must you hone your skills, what training must you attend, how many people must you work with until you know you're excellent without any hesitation? Once you know the answer to that, set out a path to accomplish it.

5. Be continuously challenged.

Piggybacking on #4, it helps to get out of your comfort zone at every opportunity. You've heard the old metaphor about building muscles with increasingly heavier weights. If you want to be a highly sought-after professional, respected in your field, you need to push yourself all the time. What's it going to take?

6. Research. Then do it your way.

People seem to have an insatiable urge to “just do a little more research.” While this is great, very often it's detrimental, as I explained above. So if you must research, please know this. Everyone who gives you marketing advice is telling you only PART of the information. The part they can't possibly tell you is how it's going to work for you. So understand that when you read about the great new method you MUST try, or how you won't be able to make it until you try X, know that may not apply to you. The sooner you take ownership of your practice and your marketing future, the happier and more successful you'll be."

Maria E. Andreu
maria@andreumarketingsolutions.com
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