MARKETING RESOURCES – WEAPONS

We will start with infinity series of blog post where will be presented marketing resources or as Jay Conrad Levinson, the father of Guerrilla Marketing say – marketing weapons. These marketing resources are designed for entrepreneurs and their small business. The purpose of these marketing resources is to increase the number of leads to your sales funnel and at the end of the funnel you will have much more buyers.

Marketing

But what is marketing? Here are some statements about marketing:

• Marketing is everything that as a massage go out from your business
• Marketing is everything that you say and that customers and prospects see or hear
• Marketing is most important to every business and on other hand present the art and sciences of entrepreneurship.

Marketing resources may to be everything that will introduce you or your business to the leads and will bring more leads in the sales funnel. Every sales funnel starting with the marketing campaign that must to bring awareness about your business or your products or services. After that this leads will occur interest to see your products or services, and after that in some part of that leads will occur desire to have your products or services. At the end of the sales funnel some part of that peoples that have desire to own your products or services will make decision to buy it. If you have greater number in the entry of your sales funnel, you will have greater number of buyers that will be transformed from leads into buyers. Let’s see some example.

If you have the rate of transformation from leads into buyers of 5%, then if your leads that come into sales funnel are 1000 peoples you will have 50 buyers from your business. But if you have 10.000,00 leads that enter in your sales funnel, with the same rate of transformation of that leads into buyers you will have 500 buyers at the end of sales funnel. Let’s add money in this example. If one average buyer spend 50$ in your business in the first case with 1000 entered leads in the sales funnel you will have sales revenue of 2.500$. In the second case with 10.000 leads that enter in your sales funnel you will have 500 buyers that spend average 50$ and this is 25.000$ in sales. What is better? If you have lets say profit of 5% of the sale then in the first case you will have profit of 1.500$ and 15.000$ in second case yearly.

Now let’s see something about marketing costs. Some marketing resources are really expensive, but some are really cheap. It is not the true that only expensive marketing resources will give you more leads into the sales funnel. It is more important that marketing resources that will be chosen to be applicable and directed to targeted leads. Now let’s continue with the previous example where for the first example you have profit of 1.500$ and for the second example profit of 15.000$ and the difference is great. But, the second case will be results from investing in marketing resources that will bring you 9.000 more leads into your sales funnel. Because of that the difference in the profit will be smaller. But, next year with the same money invested in the marketing you will have double more leads into the sales funnel and the profitability will be greater from the first example.

Planning and Choosing Marketing Resources

But I must to note that different combinations of marketing weapons give different results for different businesses and different people. You must to know that you cant implement every single marketing resources that exist. You must to plan your marketing arsenal, put everything in a marketing calendar, evaluate what works and what doesn’t, and adjust accordingly. Making your marketing plan will won’t cost you money, only time and it is the most important marketing resources you’ll ever have. Because of that we will start with marketing plan as a first marketing resource. A marketing plan present roadmap to for your business and for your success as entrepreneur. But important part when we talk about marketing plan is using of this marketing resource. Too many marketing (and also business) plans are written and then left on the shelf to gather dust. And who will win and who will lose with marketing plan that gather dust? The answer is entrepreneur.

Planning your marketing resources is a key aspect of your marketing. Your goal is to communicate your marketing messages to your prospects and customers. The key to identifying your marketing resources list is to determine what is your target market and what benefits they expect from you or your business. Every business has proven tactics that have worked in the past, so these should be a part of the arsenal. You must to improve previously resources that give results and to implement new that will give you unexpected business results. The key to success of your marketing is to choose the resources that work for you, that are applicable to your target market and target customers, and that you can finance them. You cannot use marketing resources that costs too much and you don’t have money to finance them. Your marketing must to be:

• Continuous. The pause is not acceptable. You may to go from one to another marketing resource but it is not allowed to rest with pauses between one to another marketing effort.
• Dynamic. This means that all your marketing resources must to change from time to time. You must to don’t allow your massages to be boring for your prospects.
• Driven by what your prospects and customers want. Here is never mind what you think about your messages. Thinking of your prospects and customers is always at the first place.

You may to use brainstorming as a technique to identify marketing resources that might be applicable to your target markets. Successful marketers are always looking for new ideas to improve their marketing efforts and with this to improve whole business. Think of your marketing resources as your means for disseminating your message that promotes and improve your business for high visibility and generates an great quantity of the prospects into the sales funnel.

One of the main reasons that businesses fail is lack of marketing insight.