How to break the marketing code with your human heart.

Cracking the marketing code today can be very challenging. There's just so much stuff going on and so many channels. So trying to reach the right individual to share your product or service can seem impossible. And how can you do it without spending a fortune of time or money?

In this example, let's imagine that you're going after your top three target customers. How best to proceed before implementing online strategies like Google ads, social media ads and other modern technological solutions.

The key behind all of this is tapping into your human intelligence, your emotions, your human heart. Using common sense., intelligence, skills, kindness, and confidence can get you far. You need to lead with this.

Here are my favorite top 10 basic approaches to marketing your business, product or service that typically generate very positive results.

1. Visit your target companies websites

If you begin with the top three companies that you'd really love to do business with, and simply go to their website, you can learn a lot about the company, but more importantly, find out who the right people are that you need to contact.

Contact Page: The contact page on the website may provide a way to reach out to their general inquiries or specific departments, like customer service, which could direct you to the appropriate person in procurement.

What important note here is that you want to be dignified, professional, and polite. Nobody likes spam. And nobody likes to be bothered so you want to employ kindness and honesty because you're simply sharing something with somebody that you think they really might enjoy so make sure your communication reflects this.

2. Participate in their website webinars, conferences, or programs

Most businesses today are well aware of how useful quality content is. And most of them have Zoom conference, webinars, events, or even simple online programs, such as downloading white papers and other content.

It's important to engage in this regularly, which makes you a participant in their organization in their products, but more importantly, gives you the opportunity to communicate with them, provide feedback and possibly invite them to contact you.

All the technology in the world cannot replace human emotion in human interaction. Show up at the events, shake hands and introduce yourself. That's what we do best! And that generates amazing results.

3. Direct mail

An old technology that works in a modern era. Sending a nice looking direct mail piece, particularly a letter of introduction with an invitation to view part of your website or better yet to contact you directly can be very effective.

Sometimes a great strategy is taking advantage of old techniques that stand out from the crowd. And today with all the technological and electronic communication, there's nothing like a beautiful printed piece, or a simple handwritten letter, or professional letter mailed to somebody directly with a kind and honest note. Be creative in your approach and try to keep that person in mind what they would like to see and what they might react well to.

4. LinkedIn Search

LinkedIn is a great tool for finding employees of specific companies and their roles. You can search for "Company X" on LinkedIn and filter by people working there. Look for titles of the position of the person that might be making the decisions or who you want to talk to most spend some time there and really look hard and you'll be amazed at what you can find out on LinkedIn.

Most people provide their contact information and tell you exactly what they do for that organization. LinkedIn is a great way to engage in wonderful conversations. But you have to do it. It doesn't do it for you.

4. Call Company Directly

This is something most people struggle with because they're afraid to make the call but virtually every single company in the world has a phone number and somebody who answers the phone. And even if they don't, you can leave a message.

So be very mindful about what you want to say when you call or the type of message that you wanna leave. And remember, we're talking about people here so we want to be polite and professional and courteous. We don't want to make people angry or frustrated thinking it's just another spam call so be very genuine.

5. Emailing General Inquiries

If you cannot find a specific name, you can send a general inquiry to their provided email addresses. They will likely forward your message to the appropriate department.

Here's an example of a general email address: mailto: info@companyname.com.

Here’s an example of how I’d present this general email:

Subject: Inquiry Regarding Purchasing/Procurement Contact

Dear [Company name/Title of position, or persons name],

I hope this message finds you well.

I am reaching out to inquire about the appropriate contact within your organization for [ relevant title or subject matter ]. Could you kindly direct me to the person responsible for managing [ relevant title or subject matter ] at Company name?

If possible, I would appreciate any relevant contact information or guidance on how to best get in touch with the [ relevant title or subject matter ] team.

Thank you in advance for your assistance. I look forward to your response.

Best regards,

Name, Title, contact information

6. Use Industry Databases

If you're looking for a more specific contact (such as a senior-level person in procurement), awesome platforms like ZoomInfo (https://www.zoominfo.com) or Dun & Bradstreet (https://www.dnb.com) most always has more detailed business information, though these services often require a subscription.

7. General marketing—print mailers, email marketing, social media marketing, online and social media ads

By creating regular and standardized, marketing communications, such as social media posts, email updates, and advertising in general, keeps your name out there so that people are aware of your name. For example, somebody might happen upon your name and company on LinkedIn and end up seeing you at the show.

Don't forget, there may be a purchasing agent or a procurement manager for example—but there are often young guns or new hires that are very exuberant about the business and those are usually like the carrier ants or carrier bees that tend to do the work sometimes. You'd be surprised at our opportunity hides. When we're marketing, we are confidently saying here's what we have and here's what it's for. We're trying to make that connection to people that will care most about what it is. We're trying to sell. Don't waste time with anything otherwise.

One last tip is that not everybody's going to like it and that's OK. Focus on your unique relevant audience and make sure you keep your brand out there because the odds of the right person finding you are pretty good as long as you're consistent.

Nonetheless, having a professional website, and fairly regular engagement maintains brand integrity and ups your chances of others to take you seriously.

There are a few examples I have, one would be social media ads or boost posts—so let's say you are selling organic dog food and you do a boosted post for a few hundred dollars and the text says something like “If you care about the health of your pet then please try our pet food.” Well that's small exercise with online targeted ads is designed to go after people that are interested in pets and dogs or whatever criteria plug-in into the ad campaign—and it works!

Nonetheless you can tap into all of the common marketing drivers like email, marketing or social media, marketing or print ads for example. But remember you have to do it. It doesn't do it for you.

8. Referral programs

Sometimes creating your own referral programs are excellent motivators to a good solution. For example, if you know of anyone in the industry that might benefit from our services, I offer a referral program that will give you $100 gift card for every successful relationship formed…

I've had numerous companies find a lot of success here, because human nature is that we like to help! We like to introduce…

9. Engagement

Most people sit on their thumbs when it comes to social media, or grip about how there's so much spam. What they're failing to do is taking advantage of opportunity and what I mean by that is for example you find a contact at your target company and engage in a conversation that's honest and justified for example, you might notice something from that company that somebody's engaged in and say hey we were at that show we would've loved to have seen you there!

By engaging regularly, you open up to new conversations. But it entails a commitment to it instead of relying on technology alone.

Don't expect that you can just do a social media post and hope for the best. You are putting your foot in the ring and need to engage in conversation and if you want results, you want to be respectful and honest and dignified and not spam people but get out there and engage that's what gets results.

10. Strategic Event Planning

If you have a budget to show up at many of the industries, best events, then merely setting up shop, which is important and establishes a presence and a brand awareness, is only part of the strategy.

By literally inviting entire companies and organizations— and in particular individuals to come see what the show, most always creates results. Especially if you have something specific to offer like even something as simple as give me two minutes of your time so I can tell you about XYZ and how this can really help your business.

Many of the industry leaders are at these shows, so showing up is great, but personally inviting them to something you're proud of is even better.

The bottom line is that you want to be the human that you are. Be proactive and engage people regularly. It's about building relationships and building trust in forming a good communication and the more you do this the larger it grows, and the odds for success are amplified.

So get marketing!

Here’s a basic overview of the challenges I discussed with a good friend and client… https://youtube.com/shorts/pUraQstSUOA

Marketing planning & budget is critical to any business

Marketing planning & budget is critical to any business.

Whether you have a small startup lemonade-stand business, or a large enterprise corporation, developing a sound marketing strategy and budget are vital to the business. Why? First let’s define marketing and why that matters.

What is marketing?

Most people know generally what marketing is, but knowing what it means today (2021) is important because while the fundamentals have always been there over the years, the methods, vehicles, tools, and customers have changed dramatically. The simplest way I generally define marketing is: “Delivering a specific business, product or service to the marketplace—why, how, and to whom.” So it can be a golf ball, or a plan to inhabit mars, they each have a very specific target customer base, a “why” and a “how.” And just knowing the basics behind each of these helps build a sound plan. And that includes a plan for what you invest in that marketing plan.

Budget planning

A part of the marketing game plan includes a budget plan. This simply defines how much emphasis—both time and monetary—you think you might want to invest in marketing your product, service, or business. And this is important. You will definitely need to actively market. Send the word out, spread the news, and continually engage your ever-changing customers. If you don’t, literally, your business sits idle. Nobody comes to you, you need to invite them and regularly engage them. Treat them as your true friends. Nurture your customers. And this requires driving vehicles to do so, like websites, social media, email, mail, etc… as well as building a sound brand—quality graphic design. 

It’s important to develop a budget that coincides with what you will employ, how, and when— and at what level. Having a very basic plan goes hand-in-hand with how much “oomph” you put in to your marketing. Think about how hard it is to reach your audience let alone find them with all the competition and distraction. So investing a little will get you a little, and investing a lot will get you more. Why? More exposure. The more eyes and ears you have on it the better—however, a major caveat to that though is how well it’s being done/implemented! You can spend a fortune on a sloppy ad campaign, and if it doesn’t attract your customer, they don’t engage. And that can be a waste of time and money. So review the primary components of marketing below and determine the ideal pieces that may be right for you— and break up a rough cost on what you can afford initially, and in the future. Then really work hard at putting the marketing plan to work. 

So consider some of the primary parts of marketing a business, they all will have a certain affect on your business and each have a specific time and cost:

23 Primary components of marketing:

• Branding and design

• Advertising in print

• Website design and production

• Website edits

• News

• Blogs

• SEO

• Print material (brochures, mailers, handouts, business cards)

• Collateral branded material (letterhead, powerpoint)

• Email marketing

• Podcasting

• Radio ads

• Social media advertising

• Google advertising

• Discounts and coupons

• Social media posting (and to which ones)

• Special content: White papers, case studies, infographics, video, animations

• Video commercials (YouTube, etc…) about your business

• Events

• Person-to-person

• Referral programs (listing on others websites, etc…)

• Third-party affiliations

• Public relations, press releases, etc…

So based on these primary marketing components, it’s helpful to develop a rough idea on not only which ones are most important (although they all are), but how much cost you might assign to them. For example, basic website design and development (maybe $5K, and then another $2K over 6 months to update, implement SEO, add news posts, etc…), regular social media posting—figure hopefully at LEAST 1 per week (although 1 per day is the best minimum. I suggest 5-10 per day to be effective)— maybe $100-$200 per week to have someone develop them, graphically create them, and then engage (post them). Those alone would roughly be about $10K for the first 6 months, and then post launch, maybe $5K second half of the year— so about $20K annually for just those basics.

It may seem like a lot, but running a good business requires good marketing. And the idea behind marketing remember is growing, building, expanding, and increasing business—customer reach, sales, and everything around your business. The investment is meant to exponentially add income and exposure. So you can see how and why ‘what you invest’ in the marketing aspect is so critical.

Let’s break down the primary marketing factors:

What. You need to know specifically and accurately—precisely what it is you are developing, preparing, or presenting to the marketplace. What is it? What’s its name?  Think of it as a version of the elevator pitch or mission statement, which really ties together all 4 main points here. What, why, how, and whom. But the “what it is” portion needs to be very simple, very clear, and HOPEFULLY very compelling. By that, I mean that it was well thought out, solves a real problem, serves a goo and meaningful purpose, was market tested, or at the very least is something a niche audience wants and needs. Otherwise, you are not going to fare very well.

Why. What is the reason you are in business? Whatever and however you market yourself all hinges on that important factor. Why the why? Because knowing why you are doing what you are doing drives and fuels the entire mission. “I want to improve peoples lives by providing truly natural food products” will be marketed differently than “We want to sell good lumber that lasts longer.” Every mission or “why” has a certain flavor— a “DNA” embedded in that brand—thus mission.

How. What’s the game plan in HOW you will implement your mission/strategy? This ‘how’ will include things like on what medium (online, email, social apps, etc…), how often, and what kind of content or means will you employ. For example, developing an online platform making it easy for our customers to purchase and engage quickly, vs maybe printing different mailers across the country to reach different markets and teasing the concept to build interest—web later. So think about how you plan to implement your game plan.

To whom. This one is important. You need to know who you are marketing to. It helps develop the right messaging and exactly how you will present information to those specific set of eyes and ears. 8-10 year olds will respond differently than 60-80 year old women. Men interested in home improvement will respond differently than mothers with children on the autism spectrum, etc. By knowing “who” you are communicating with them specifically. What they say and read “speaks to them.” Makes them WANT to react and thus ultimately “convert,” becoming a long-term, nurtured customer that raves about you and helps spread the word.

Cost. Try and develop what you think might be a comfortable cost associated with marketing your business, product, or service. Think annually, semi-annually, or monthly. At the very least, develop an initial short term goal of coming up with a few good marketing drivers like pieces of content (case study, infographic, blog article), social media posts, and website updates. But don’t skimp or dabble! While you sit and contemplate, other businesses are getting really aggressive— they are investing a lot more to really grow and increase profitability. So think generally in terms of whether it’s $1000 per month, $5K per month, or $10K per month. Then have a conversation with a creative team that can work with you to develop a marketing plan especially built for you. Every business is different.

Simple review of the top 5 marketing questions: 

1. What is it that you are marketing?

2. Why are you?

3. How will you do it?

4. To whom precisely?

5. What’s a reasonable budget?
   

The bottom line

Developing a sound marketing strategy and budget are vital to the business. Consider the 23 primary components of marketing and what that might cost to implement. But first, a simple review of the top 5 marketing questions: What is it that you are marketing? Why are you? How will you do it? To whom precisely? and what’s a reasonable budget?

Work with a professional consultant that you can trust to guide you on the right path. Like a financial advisor, fitness coach, or outdoor adventure guide, they will help you develop a sound strategy that will get you the successful outcome you seek.

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About Todd: I am a lifetime creative professional dedicated to helping other businesses and individuals achieve their best—their Zen.

I’m Todd Mitchell. Lifetime artist, entrepreneur, and 30-year creative professional. I develop creative ideas and solutions that help inspire the best in people, products and businesses. My mission is helping others achieve their absolute best. Personally and professionally. 

Mitchell Creative Group is a micro-virtual creative agency outside of Boston, serving small businesses with professional creative services: Branding and identity, marketing and advertising, web and print, video and new media. Small businesses need high-level creative support— quickly, and at a fair, flexible price. And that’s what I provide.

https://www.mitchellcreativegroup.com

todd@mitchellcreativegroup.com

(508) 494-8182

Announce your event presence and get people excited!

Get people excited about who you are and what you do! Stand out from the boring “regulars” and get your audience juiced up and ready to come see you at an event! One great way of building “hype” about your business, product, or services— is announcing your presence at an upcoming event. And even better— compelling reasons to go to your booth, at the event.

Creating a fun, fresh and exciting “superhero” theme brought MANY more visitors to the event booth.

Key questions:

1. What’s great about this event and why should they go? Get them excited! (This once-a-year event is packed with awesome vendors that, etc…)

2. What’s super-special about YOUR business, product or service that ties into the event— why you are there!? (We have amazing new technologies that will help shape your future, etc…)

3. What reason would someone have to come visit you specifically? Give them an awesome reason! (Come see us at booth XYZ— get free gifts, and enter to win a TV)

Key promotors: 

1. Email your list about this event. Email blast.

2. Mail simple promo cards out to your list exciting them to come and visit your booth. Promo printed mailer.

3. Social media and website promotion. Let people that follow you see what you are up to and where you will be! Social media and web campaign.

4. Consider a cool giveaway to compel them even more! Free gifts (bag with info, white papers, bookmarks, frisbees, buckets, things they might find cool— with your logo on them)

5. Enter to win… ipad giveaway-around $325, flat-screen TV, maybe $400— is it worth drawing people in? Getting names, seeing your stuff?

The more people you reach in all your “channels” (print cards, mailers, email, website, social) the more chances you have for visitors. That translates to customers, builds awareness of your brand, and eventually converts— to dollars and repeat business,

So take action! And see results from that action. Or do nothing— and get nothing.

Get started— get creative. todd@mitchellcreativegroup.com

Create some fun, colorful print mailers, email, social media, and web campaigns to get RESULTS.