Marketing yourself effectively

In a challenging environment, you’ll want a marketing campaign that distinguishes you from the competition. But first there are a few do’s and don’ts you need to remember - and who better to offer advice than our very own Marketing guru? Enter Broker Network’s Head of Marketing, Kerry Morley.

Members of Broker Network have access to a fully equipped marketing consultancy team, complete with designers, marketing planners, copywriters and web experts.

DO:

Look after your existing customers:
Before you spend time and effort attracting new clients, make sure you’re really looking after your existing ones - otherwise the competition will! Keep communication regular but relevant and take time to return calls or follow up requests. It’s a lot easier to keep an existing customer than find a new one!

Think carefully about your target audience:
It sounds obvious, but in a difficult economic climate consider your prospects carefully. Are they a trade that’s likely to suffer badly in a recession? If so, you might want to consider more buoyant areas instead.  Do you credit check new business? Their problem will become yours if they can’t pay!

Be strategic:
Plan ahead. All financial markets are cyclical, so are you ready for when the market picks up? Could you react quickly if there’s a significant change affecting how you do business? Think about what people really want from your service – it’s not always about money. Peace of mind in today’s climate is important too.

DON’T:

Ignore basics:
There’s nothing like getting out there to win new business. Calling people and meeting them is still a great way to do it – and it needn’t cost much. Just make sure you have something to tell them that they want to hear! And don’t waffle - give them hard facts.

Believe everything you are told:
People will often dismiss marketing ideas “because they haven’t worked before”. Sometimes these ideas do work if you learn from what didn’t happen the last time. It can be as simple as actually recording where enquiries come from. It’s easy to say something has failed if you don’t follow it up!

Play safe:
Not for the faint-hearted, but sometimes being different really does get you noticed. Using Johnny Rotten in a recent ad campaign for butter increased sales by 85%. Go on – dare to be different!

Call us to discuss how we can inject something new into your brand.

< Back to 'In the know'