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How to Turn up Your Marketing Volume

SpeakersWEB One question I hear frequently is “How much do I really have to market my small business to see a result?”

To answer that question, think about successful marketers and observe what they do.

Here’s what I’ve observed various marketers doing in different niches.

One business owner I know who is extremely serious about article marketing creates as many as 80 articles per month. That’s about 5 articles per day sent to various article boards like EZineArticles.com.

Since he’s been doing article marketing for quite some time, he has gotten article writing down to about 10 minutes per article. So he spends 50 or so minutes per day cranking out articles.

Large volume and focused production make article marketing really work as a marketing channel.

Writing a blog is popular. What does it take to gain marketing traction?

The top business blogger in the world, Seth Godin, posts to his blog daily and sometimes even more frequently. He also loves to give gifts on his blog, like a free ebook.  We all love Seth Godin for that. Thank you, Seth!

Posting a daily observation is required to gain marketing traction with a blog.

Social media is a buzz phrase that leaves many people puzzled.

People who see marketing results from social media activities post on You Tube, Facebook, Twitter, Linked In and other platforms about 3 to 5 times per day, and In some cases, even more.

If you like social media, there are many channels you can play with. But play with them all every day to see a real result from the effort.

Press releases have been a popular marketing tool for quite a while.

People who embrace and use press releases effectively as a marketing channel post press releases several times weekly to get their message into the marketplace.

So to gain marketing traction with press releases, once a week is a bare minimum and a few times a week is probably required.

Then there’s the old standby -- sales.

While not a marketing method per se, direct selling has built more million and billion dollar companies than any other method for decades. You or your sales team are projecting your message into the marketplace to ramp up revenue generation.

Direct sales is the quickest path to revenue generation because it is focused on creating revenue rather than brand attraction.

For a micro business, I recommend making 100 direct sales calls per week or about 20 per day to see results.

One of my favorite authors, Jeffrey Fox, recommends spending 60% of the time that you're not working on client projects in sales activities.

I realize this all may sound overwhelming, but here’s the point.

You can’t do everything in marketing and hope to see results. You simply don’t have the time.

You’re also missing the passion for some of these methods so you won’t do them consistently.

The answer is to find one or two of marketing methods that you L O V E and use them with passion, in volume.

If you love writing articles, commit to that and ramp up the volume. The same holds true for social media, blogging, press releases and even direct sales.

The secret to marketing success is simple.

Have a plan, set a solid schedule, commit to it and create sufficient volume in one or two marketing channels to see a result.

This is not particularly hard, but can be difficult when you’re starting out.

Keep it simple and focused, schedule your time wisely and stay the course, even when you want to quit.

Over time, volume will create revenue-producing results using any of these methods.


Do You REALLY Love Your Brand?

HeartLowRes There are really just two basic ways you can use to stand out in the marketplace.

One is direct sales. The other way your business and work gets known is by the voice you project to the niche audiences you serve.

Your voice in the marketplace is most commonly referred to as your brand.

I personally refer to it as “the story you tell to your niche audience.” And I always teach my clients to make that story is buyer-centric, meaning focused on what you buyer wants.

But what if you’re not communicating at all?

Ending lack of action always starts with awareness.

Look at your daily and weekly activities and admit why you aren’t spreading your ideas widely so your voice is heard by people who can buy from you.

The most common reason is one that would never come to mind unless you were told.

That reason is you may not REALLY love your brand. As a result, you don’t want to tell your story far and wide.

How do you fall back in love with your business story or brand?

Start by getting down to the basics:

What is the value you created for buyers to enhance their life and business?

When someone asks what you do, don’t tell them your job title. Tell them about the life and business-enhancing value you provide.

As a bonus, offer to talk to interested people about issues relating to your brand to see if you can provide further insights that will help them.

Give and give some more. Learn why your prospects are struggling. Provide a solution to end the struggle.

Then tell THAT story in the market. Demonstrate how you help others by telling stories of your successes.

When you do, your story helps potential buyers better understand what you do and how it can work for them.

Remember, in a crowded market place there are two options.

One is direct sales.

The other is communicating your story consistently and in sufficient volume to gain brand awareness.

Start by thinking about your brand and the related story you’re communicating now.

Next week we’ll look at the volume of activity needed to really gain brand awareness in the marketplace.