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make sure your brand shows up

as its best. Make sure you look

at the before, during and after

transaction steps. Marketing

doesn’t stop once you get a

customer. Instead, the focus of

your marketing should shift from

bringing them in to making them

feel welcomed and appreciated.

Remember, you’re building

relationships. Think of your

business’s pre-sale as the curb

appeal of a house—then bring

customers into your house.

How do you want to make them

feel so they return again and

again, and bring other people

with them?

A good marketing plan

is frequent, consistent and

intentional, and should be

reviewed and modified every

three to six months. Marketing

builds over time, so be patient.

Be willing to shift as you analyze

results. Be open to trying

new things.

Remember, there is no one

secret to success, but there

is

your

secret to success. You

just have to find that special

marketing “something” that

works for you.

It is in marketing your business

that I recommend you hire the

best professional you can afford.

Don’t just hire a tactical expert,

hire someone who can help you

see the big picture, see beyond

what

you

can see and see it at

a 360-degree view. Marketing

is where you can transform

your business.

I always compare marketing to

that high-maintenance friend or

family member. You love them

but they make you crazy. Yes,

that’s marketing.

Watch for Part 4 of this series on

sales strategies in the February issue.

Abigail Tiefenthaler, founder of

Aiken, South Carolina-based

distributor Sweetspot Strategies,

Inc., is also a speaker and consultant

helping entrepreneurs run the

businesses they really want to run.

With 30-plus years of business

experience, including 15 years in

corporate America working in a

variety of marketing capacities,

and 19 years running an award-

winning promotional products

business that put her in the top five

percent of the industry, Tiefenthaler

understands how critical it is to

play full out, and use marketing

for the heavy lifting it is designed to

do. Her goal is simple: simplify the

marketing process and eliminate

confusion. Reach her at spmi@

mindspring.com

or 954-804-9413.

A good

marketing plan

is frequent,

consistent and

intentional,

and should

be reviewed

and modified

every three to

six months.

78

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JANUARY 2017

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THINK