Alright in my last post I talked about refining your business model to cope with good marketing.

What I was saying was that if you have high demand for relatively low margin products or services you need to refine your business model for higher margins or to cope with higher volume.

If you already have high margins or can cope with much higher volumes - IE you have the problem most small business owners and managers do that I don’t, and that is you don’t have enough business, then it’s your marketing that needs to be refined!

Good thing I’m a small business marketing expert. AND I’m based in New Zealand so you’re going to get a great deal. Email me, Matt  at kurbpromo@gmail.com or check out more at http://www.digibiznz.com
Or http://www.kurb.co.nz

Personally, I’m feeling like I’m ready to “level up”. I’ve got enough spare time and enough cash to think really strategically about how to grow my business.

As I mentioned in the last post, often it is about the process of evaluation and refinement beginning all over again, but having the freedom and resources to start thinking outside the square and innovating.

Let’s work backwards from the client/customer perspective again shall we?

Contact: Can you make yourself more available, more accesible?

Call to Action: Do people feel emotionally prompted to purchase? I think you need to make it clear that what people want to be doing is contacting you.

Proposition: Is your thing good? Is it quite clearly explained and conveyed just how good your thing is?

Website: If your website looks shabby and is confusing or unprofessional in other ways, it’s not going to create the trust and authority you need to sell your products and services.

Marketing: How are you making it easier for the exact people who will want what you offer need to find you at precisely when and where they will be looking?

Well sure. That was a nice little evaluation. And it’s pretty much the same solutions to the same old problems. I don’t think we’re making the big steps to really jump up to the next level.

I don’t think we’re really refining. Let’s REALLY refine.

LETS GET SERIOUS WITH A RADICAL SMALL BUSINESS STRATEGY.

Here’s what I’m doing!

Marketing: How are we really targeting the ideal clients? Who is the ideal client? The ideal client has an ongoing need for your product or service or brand related products and services. How are you going to reach and appeal to them directly? I’ll be collecting information systematically through directories online and off and determining the most appropriate way to approach based on how valuable the service is.

Adwords continues to be overall, a success, and there’s no reason to hold back there,  except to focus all my efforts on sustaining and developing high margin / high value niches.

But theres a lesson in adwords: when approaching high value targets drive them to your website with short messages in emails or texts, leave the real proposition to on your actual site.

Website: If you can’t make it look better, and more professional, then aim to make it look simpler. At the end of the day, a snazzy website design is not the be all and end all, but if you do want to generate large usage and great a professional impression to impress other professionals then you must consider how you

But I am already developing websites for individual services, products and niches. One week I may launch a failed website which I never touch again and let go to seed, the next I may start a website that taps a niche that provides hundreds of dollars worth of work each month.

You need to engage in niche propogation, breaking down your niches and products and services for those niches and reacting to moves by providing ongoing content as bait, but the way that I’m going, even my more successful new ventures still need a lot of house work, just going over the design, and function etc. refining.

Proposition: I used to be a big fan of innovating around the value provided in propositions but it’s not a highly successful strategy planning how to diddle yourself out of more money when what you really need to be doing is conveying more engagement to customers so that you engage.

What we’re talking about is using more video to engage. Video connects. Video marketing creates powerful opportunities to tell stories and create messages that are going to sell you and your product to visitors in a way that outstrips your competition. More about video soon.

Call to Action: As I said about the call to action, it’s not really that - it’s a call to conversation. It doesn’t have to be a buy-or-death ultimatum if the consumer is willing to continue the conversation from a point of ongoing interest and that’s not going to happen if you don’t have a blog or an email list so that you make mange you digital conversation in such a way that youcan create ongoing sales from a building “tribe” who follow the content you provide. The point is to always leverage the content to make your services available.

So if you need a small business marketing consultant to cover all aspects of digital promotion, email me, Matt Turner in New Zealand @ kurbpromo@gmail.com - or call 64 27 684 8250

Contact: Contact I just wont budge on. My time is my time, and the work that I do is making sure that I pick up the phone at a time that is appropriate to me, so until I have staff that can handle customer service for me in future, maybe I will start by outsourcing and directng some of the lesser value mail to another address for a virtual assistant to sort through, but mainly it’s someone other than me to make and receive calls, I can’t waste my time nattering with every browser _ i’ve got more ideas to come up with!