Focusing Your Marketing Efforts聚焦您的营销工作

Three Powerful Reasons You Need To Check Out Michael's Traffic Videos 三种功能强大的理由，您需要检查了迈克尔的交通视频
* Simple (yet cunning) techniques that get your site on the map as fast as humanly possible and send masses of hungry buyers to your pages *简单（但狡猾的）技术，让您的网站在地图上快人的可能和发送饿了群众的买家到您的网页

Article source: http://www.onlineorganizing.com/ . 文章来源： http://www.onlineorganizing.com/ 。 Used with author's permission. 用作者的许可。

One of my favorite quotes is often used to describe goal-setting -- but it applies equally well to your marketing efforts.我最喜欢的报价往往是用来形容制定目标-但它也同样适用于您的营销工作。 We start with Alice lost in the woods in Wonderland, where she comes upon the Cheshire-Cat...首先，我们失去了与爱丽丝在树林中的仙境，在那里她来的柴郡猫...

"Cheshire-Puss," she began rather timidly, "Would you tell me, please, which way I ought to go from here?" “养，猫， ”她怯生生地开始而不是“您能告诉我，请何种方式我应该何去何从？ ” "That depends a good deal on where you want to get to," said the Cat. “这取决于一个良好的交易在您想要去说， ”猫。 "I don't much care where..." “我不照顾很多地方... ” said Alice.爱丽丝说。 "Then it doesn't matter which way you go," said the Cat. “那么无所谓的方式你去说， ”猫。 "...so long as I get somewhere," Alice added as an explanation. “ ...只要我某处， ”爱丽丝说作为一个解释。 "Oh, you're sure to do that," said the Cat, "If you only walk long enough." “哦，你一定要做到这一点， ”猫说， “如果你只能步行足够长的时间。 ”

How does this story apply to marketing?请问这个故事适用于市场营销？ Because there are so many different ways to promote your company -- so many places where you can share information about your business.由于有许多不同的方式来宣传您的公司-这么多地方，你可以分享信息了解您的业务。 And you can pour a lot of time and energy (not to mention money!) into marketing without really getting anywhere.你可以投入了大量的时间和精力（更不用提钱！ ）营销没有真正得到任何结果。 That is, unless you have a strategy and know where you want your efforts to take you.这就是说，除非你有一个战略和知道您希望您的努力，采取你。 You can create an effective MARKETING PLAN by asking yourself the following questions:您可以建立一个有效的营销计划，要求自己以下问题：

WHO ARE YOUR POTENTIAL CLIENTS?是谁您的潜在客户？

Rule number one in the world of marketing is that you can't be all things to all people!规则世界排名第一的营销是，你不能所有的事情所有的人！ You must know exactly who your potential clients are in order to reach them effectively.您必须确切地知道谁是潜在的客户是为了有效地达到这些目标。 Your client base is not "anyone who is disorganized" -- but it might be "working moms" or "entrepreneurs" or "elderly people who have to downsize their living environments."您的客户群是不是“人谁是杂乱无章” -但也可能是“工作妈妈”或“企业家”或“老人谁也缩小其生活环境。 ” And the more specific you can be about your demographics (age, income level, gender, geographic location, etc.), the easier it will be to connect with these clients.和更具体的你可以对你的人口（年龄，收入水平，性别，地理位置等） ，就越容易将连接到这些客户。 Since my area of expertise is Professional Organizing, let me share an example of some demographic groups that I might market to:自从我的专业领域的专业组织，让我分享一个例子，一些人口群体，我可能市场：

- working moms who have kids in daycare or afterschool care -谁工作有妈妈的孩子在托儿所或课外护理

- entrepreneurs who have been in business (less than / at least) 1 year -谁的企业家已经在商业（小于/至少） 1年

- elderly homeowners who are moving to a retirement community -老年房主谁正在向一个退休社区

- homebuyers who are purchasing a house worth $200,000+ -谁是购房者购买房屋价值$ 2 00000+

- busy executives who work an average of 12+hours a day -繁忙的工作谁主管，平均1 2+小时

WHERE ARE YOUR POTENTIAL CLIENTS?如果您的潜在客户？

A large part of focusing your marketing efforts is knowing where to find your clients.很大一部分集中您的营销工作是知道在哪里可以找到你的客户。 Are they at home watching TV?他们是在家里看电视？ Shopping at the grocery store?购物杂货店？ At the mall?在商场？ On the internet?在互联网上？ Do they attend business networking functions?难道他们参加的商业网络功能？ Or work late at the office?晚或工作在办公室？ Then that's where you need to market.然后，这就是你需要的市场。 Choose your venue accordingly.选择相应的地点。 In other words, "don't put fliers on cars if your customers don't drive!"换句话说， “不要让乘客上车，如果您的客户不开！ ” If your clients are:如果您的客户是：

- working moms, market through daycare centers -工作妈妈，市场通过日托中心

- entrepreneurs, market through small business and "start-up" groups -企业家，通过市场的小企业和“开办”团体

- elderly, market through senior organizations and retirement communities -老年人，通过高级的市场组织和退休社区

- new homeowners, market through realtors and mortgage lenders -新的业主，通过房地产市场和抵押贷款

- executives, market through professional associations -管理人员，市场通过专业协会

WHAT MARKETING STRATEGIES WILL BEST REACH MY CLIENT?什么营销策略将达到最佳我的客户？

This is an off-shoot of the previous two questions.这是一个场外拍摄前两个问题。 It should be fairly simple to determine which methods to use once you know who your prospects are and where to find them.应该相当简单，以确定哪些方法使用一旦你知道谁是你的前景和在哪里可以找到他们。 But let's add one additional wrinkle -- how much can you afford to spend on marketing?但是让我们增加一个额外的皱纹-多少钱可以承受的营销投入？ You might be able reach your audience best by putting a full-page ad in a national magazine -- but can you afford $27,000 per ad?您可以达到您的观众最好把一整版的广告在国家杂志-但你能负担得起二点七○○万美元每个广告？ Start off by testing your marketing message on more reasonably-priced options.首先，测试你的营销信息更多价格合理的选择。 Here are some examples of matching the right marketing strategy with your client demographics:以下是一些例子，权相匹配的营销策略与您的客户人口统计：

- working moms, put up fliers at daycare centers -工作妈妈，传单张贴在日托中心

- entrepreneurs, give workshops on organizing for small business groups -企业家，使讲习班举办小企业群体

- elderly, network with the intake staff at retirement communities -老人，网络与摄入退休人员社区

- new homeowners, offer referral fees to realtors and mortgage lenders -新的业主，提供转诊费用，房地产和抵押贷款机构

- executives, write an article for a professional association newsletter -主管，写一篇文章的通讯专业协会

WHY WOULD PROSPECTS PAY ATTENTION TO YOUR MARKETING?为什么前景注意您的营销？

The next step in focusing your promotional efforts (once you know how you want to reach your intended audience) is to hone in on your message.下一步重点的宣传工作（一旦你知道你想达到您的目标受众）是磨练在您的讯息。 People are bombarded each day by an excess of information -- and we've learned how to selectively ignore about 90% of it.人们每天都轰炸了过多的信息-我们已经学会了如何有选择地忽略约9 0％的。 You have to make your message stand out, or it will get lost.你必须让你的信息脱颖而出，还是会丢失。 Tell potential clients WHY they should be interested in what you have to say -- capture their attention by explaining how they will BENEFIT from your services.告诉潜在客户为什么他们应该关心你有什么要说-捕捉他们的注意力解释他们将如何受益于你的服务。 In my case:在我的情况：

- working moms will free up more time to spend with their kids -工作妈妈将腾出更多的时间花在与他们的孩子

- entrepreneurs will be able to focus again on the work they love -企业家将能够集中再次他们所热爱的工作

- elderly clients will face less stress when "paring down" their belongings -老年人的客户将面临压力不足时， “削减”他们的财物

- new homeowners will be able to unpack and settle in sooner -新业主将能够打开和解决的越早

- executives will be more productive and increase staff productivity -管理层将在提高生产力和增加工作人员的生产力

WHEN SHOULD YOU LAUNCH YOUR MARKETING ATTACK?当你应该推出自己的营销攻击？

Timing is everything -- you have to deliver your message at the moment when your prospect is most receptive.时间就是一切-你必须提供您的邮件在的时候你的前景是最容易接受。 But how do you know when that is?但是，你怎么知道什么时候该是什么？ Promoting a business is a little like investing in the stock market -- you should commit for the long haul (did you realize that most business people give up on a marketing strategy just before it begins to pay off?) But you should also be prepared to take advantage of any special to really connect with your potential clients.促进企业是一个有点像投资于股票市场-你应该承诺的长途（你认识到，大多数商界人士放弃的营销策略刚开始之前付清？ ）但是，你还应该准备利用任何特殊，真正连接到您的潜在客户。 Some examples of these strategic marketing efforts I might use include targeting:一些例子这些具有战略意义的营销工作我可以使用包括定位：

- working moms around mother's day or the start/end of summer break -各地工作的母亲母亲的一天或开始/结束的暑假

- entrepreneurs during a start-up or expansion phase -企业家在开办或扩大阶段

- elderly clients when they start the process of "cleaning out" -老年人的客户当他们开始“清理”

- new homeowners when they are starting their house search -新业主时，他们的房子开始搜索

- executives on "Clean Off Your Desk Day" or "Organize Your Files Week" -管理上的“清洁你的台日”或“整理档案周”活动

HOW DO YOU EXPECT YOUR MARKETING EFFORTS TO TURN OUT?你如何期待您的营销工作打开了？ If you don't know what you want out of your promotional strategies, how will you ever know if they have succeeded?如果你不知道你想离开你的促销策略，你将会如何以往任何时候都知道他们是否已经成功？ It's critical that you set marketing goals, just like you would with any other area of your business -- but simply saying, "I want more clients," is too vague.这是关键的是，您设定营销目标，就像你会与任何其他领域的业务-而只是说： “我希望有更多的客户”的说法太含糊。 "I want this ad to bring in 20 new clients and double my mailing list," is SPECIFIC and MEASURABLE. “我想这个广告将在20个新客户和双重我的邮寄清单” ，是具体和可衡量。 It's easy to track of your marketing efforts if you will:可以很容易地跟踪您的营销工作，如果你会：

- create a marketing calendar indicating when each promotion will run -建立一个营销的日历时，每个显示将运行促进

- assign each promotion a unique "code" or name -给每个促进了独特的“守则”或名称

- record the number of responses and $ in sales each effort generates -创纪录的一些答复美元的销售额每年产生的努力

- compare your expectations with your results -比较，您的期望与您的结果

- ditch the ideas that didn't work and double up on the ones that did! -沟的想法，没有工作和双上那些没有！

Of course, you can always toss a lot of information about your business into the wind -- and some of it will randomly end up in the hands of potential clients.当然，您可以随时抛了很多信息对您的业务纳入风-和一些随机将最终手中的潜在客户。 Or, you can decide to focus your promotional efforts on those people and strategies that will give your the biggest return on your investment.或者，您可以决定将重点放在您的促销努力，这些人和战略，将给您最大的投资回报率。 If you treat your marketing like a game of darts and only aim for the bullseye -- you will come a lot closer to hitting the mark (why do you think it's called MARKeting?!)如果你对待自己的营销就像一场飞镖，只有目标是蒸蒸日上-你会很多接近击中标志（为什么你认为这是所谓的营销？ ！ ）

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