Focus your marketing tactics
Marketing often means networking with
peers and that means being around and being in contact with
certain people on a regular basis.
A good marketer knows that you cannot spread yourself to
thin and still be effective.
Ingrid was fervently trying to
start up her own home care company, often working till the wee
hours of the morning on tasks that needed to be done.
Unfortunately, this part of her
day... the management part... didn't start until about 10
PM. The rest of the day was filled with talking to hundreds
of people, making sales calls on a dozen or so clients, and then
going to at least 2 functions per night in order to meet people.
Ingrid's problem? Well,
aside from the fact that she was just too tired to work
effectively by 10 PM, Ingrid was in front of 200 people each week,
each time with a smile and handshake, but rarely knowing if she'd
actually even met the person she was introducing herself
Did her networking actually
accomplish anything? Rarely. Ingrid made the rounds,
but few people knew her past a handshake, they were sometimes
insulted that she was clueless as to who they were, and she never
touched base, even though she is the one that suggested it every
time she met someone. Ingrid was waiting and hoping that her
"friendliness" would rub off and people would call
her. Unfortunately, she never gave anyone a reason to pick
up the phone.
Instead of trying to network
connect with all the people on an infrequent basis, select a few
and keep great contacts.
Who are your best market
might be people in complementary fields, educators, healthcare
workers, and social workers.
Find out where these people network and instead of checking
in with them every 2-3 months, reduce the number and join two
groups where you network weekly.
of trying to contact 1000 or more potential referral sources only
once, pick 50 good ones and get to know them well, check in with
them regularly, hold classes, seminars and let them know that you
have something to offer them in return.