Home Topics News 7 Steps to Boost Your Marketing in 2011

7 Steps to Boost Your Marketing in 2011

How would you score your marketing in 2010? Give yourself 10/10 if you had a consistent flow of profitable new customers joining your business month after month. Unfortunately for most businesses, they either don’t have a clearly defined marketing plan at all, or anything they do have doesn’t generate any leads, or attracts the wrong types of customers. Either way it results in you having to work harder for less money.

If you don’t have a marketing plan in place yet, or you need to improve what you’re doing, following is an overview of how to boost your marketing in 2011:

1. Strategy Before Tactics

Let’s be clear, your website, pay per click advertising, print ads, direct mail, emails, twitter, facebook are all marketing tactics used to execute your marketing strategy. Your marketing strategy encompasses 2 key areas.

Firstly, you need to identify your Ideal Customer. A great way to do this is by reviewing your existing customers and identifying who is profitable, and who refers you, and then articulating what are the common characteristics of these customers. This will provide you with a framework for your Ideal Customer moving forward.

Once you’ve done that, you need to develop a clear and unique marketing message that differentiates you from the competition. Again, your existing customers hold the key. A short survey with existing customers who meet your Ideal Customer profile, and asking some thought-provoking questions will help you identify what really sets you apart.

By having a clear marketing strategy your tactics will become more powerful and effective, and your business will also become more profitable.

Action: Identify your Ideal Customer and develop a clear and unique message that differentiates you from the competition and ultimately reduces the emphasis on price.

2. Embrace The Marketing HourglassTM

The Marketing HourglassTM maps out the 7-step process a prospect goes through when considering buying your product or service (Know), all the way through to post-purchase when word of mouth starts to happen (Refer). The full process is Know, Like, Trust, Try, Buy, Repeat, Refer.

When you start to look at your business in this way, it can change your whole approach to marketing. Instead of viewing marketing as an add-on that is solely responsible for generating leads when sales are down, it becomes an all-encompassing outlook that informs every activity of your business. Marketing ceases to be about leads or sales but delivering an exceptional overall customer experience.

Action: Design your marketing in a way that provides a remarkable experience at every single touch point.

[Next: Adopt the publishing model]

Joel Nortonhttp://www.BoostHQ.com.au
Joel is Chief Strategy Officer of Boost Marketing, a specialist small business marketing consultancy. He is an accomplished marketing professional with 22 years experience, and is passionate about delivering strategic, practical marketing solutions that help small business to be more profitable. Joel is also a sought after speaker on the elements of small business marketing. You can follow Joel on twitter @BoostHQ


  1. Thanks Harry, much appreciated.

    The great thing is that they really are the 7 steps to small business marketing success – all of my clients have had great success with it, as have I, so I know that it works.

    Cheers, Joel

  2. With respect to the marketing hourglass, there are other ways companies can view the customer process, notably the Galaxy Model developed by Corkindale et al at University of SA. I don’t agree that trust is the third step in the consumer buying process, as usually behaviour and experience impacts on attitudes and important attributes like trust. Trust then results in repeat purchase and referral.

  3. Hi Harry, thanks again for your feedback.

    You’re right there are alternatives to the Marketing Hourglass, however I have found from experience that it’s the easiest for small business owners to understand. It simplifies the process and presents it in a practical, user friendly manner.

    I would argue that Trust is a critical factor in the initial sale though, particularly for business-to-business sales where purchases involve high ticket items, and protracted sales cycles.

    However a prospect has to Like you first, after all, people buy from people! And I believe your point of ‘behaviour and experience impacting on attitudes and trust’ is correct, and I see them covered under “Like” (#2) in the Marketing Hourglass.

    As with most things, it is personal preference. The primary objective is using something that is relevant and appropriate to your target market.

    Thanks again.

    Cheers, Joel

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