Is Now the Right Time to Update your Marketing and Branding?
Some would say that these are scary times fraught with tension, fear, and uncertainty. I prefer to think of the current economic climate as a perfect opportunity for businesses to update their marketing through a repositioning and rebranding. While others are stuck in fear, prosperous business owners are focused on the future.
What do you need to do to update your marketing?
I believe in targeting the high end of the market and leaving the competition in the dust. This can only be done by upgrading your image, creating a message that appeals to the benefits your clients receive from working with you, and utilizing cutting edge tactics in your marketing plan.
I am shocked and amazed at how many entrepreneurs are reluctant to invest in their image yet spend hundreds of thousands on training, automobile fleets, hiring new staff, and building improvements. They work long hours in competitive fields charging what the competition charges but unable to break out of trading time for dollars.
The best way to work less and earn more is to target affluent clients. There are many tactics that will accomplish this task, but the best way is through your BRANDING. You may be looking at a cost from $3000 to $5000 for a new logo, business card, website, and brochure, but you should consider this an investment in your business infrastructure.
Now is the perfect time to rebrand your business!
While the competition is focused on holding on to existing clients, you can be focused on a repositioning strategy to attract clients who don’t question your pricing and are a pleasure to deal with.Start by thinking about your message. What main point do you want to make with your marketing? Make sure you are addressing a MAJOR benefit in your message. Having a benefit driven tagline is the best way to position a business to attract quality clients. Make sure you tie the benefit to how YOU help clients. In other words, if you are a CPA with this tagline “You Deserve Lower Taxes”, change it to say “Helping You Create Wealth Through Lower Taxes.” By using a “helping” verb, you demonstrate both consciously and subconsciously that you are just the person to do this. If you need assistance with a tagline, download my free report Taglines that Sizzle – Six Steps to a WOW! Tagline.
Next, think about the ways you can disseminate your message. Are you stuck in the stone ages? Are you still sending out postcards or wasting valuable dollars advertising in publications that are saturated with your competitor’s ads? What is the most innovative way you can reach your clients? Many cutting edge marketing tactics are not expensive and will position you as innovative.
If you’re a mortgage broker you can start a blog. This is extremely cost effective and easy to do. Your clients are looking for genuine truthfulness in this crazy housing market. Create posts that educate your clients and warn them of potential problems. Use video on your blog to create snippets of valuable tips. Position yourself as the go-to person for all things related to mortgages. Did you know that 79% of all major media get their story ideas from blogs? I was quoted in the Wall Street Journal October 2008 because of a post on my blog.
If you’re an estate planning attorney, create an e-zine (an electronic magazine) with a sign up box on your website landing page. Who says estate planning has to be boring? Write some jazzy articles in your e-zine and send to your clients. Your clients will forward them on to others. Store copies of your e-zine on your website. This will boost your search engine traffic by multiples each month.
These are just a few ideas for updating your marketing and branding. Now is the time to create a buzz about what you do by updating your message and your marketing tactics. There’s no reason why you should stop marketing in this economic environment. Take the bull by the horns, make a new plan and you will reap the rewards. Those who stay out of the playground won’t have any fun.
If you need a brand designer, I highly recommend the services of Art Guy Creative | Web Design | Branding. He not only has decades of design experience, he can also put you on the first pages of search results using search engine optimization.
Go forth and prosper!!
Copyright© 2004-2010 | Suzanne Muusers - All Rights Reserved No reprint rights are included with this article.
About the author
Suzanne Muusers is a Business Coach and Marketing Queen based in Scottsdale, Arizona. She is a credentialed member of the International Coach Federation and has owned or managed a business every year since 1981. Suzanne helps entrepreneurs and independent financial advisors build wealth through marketing and branding strategies.
Read marketing tips and how to's on Suzanne's Blog – The Prosperous EntrepreneurSuzanne is also the creator of the Two Page Mini Business Plan™ - The Secret to More Business Income and the Financial Advisor Marketing Plan E-Course - How to Get More Ideal Clients
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