Why Reactive Marketing Could Shut Down Your Business

I chatted this morning with a colleague who works with local small businesses. We compared "marketing" notes and discussed how small business owners are missing the boat with their marketing strategies. They don't worry about their marketing until AFTER they are forced to reduce store hours or cancel promotional events. Reactive marketing is not the way to go - especially in this economy. When I hear businesses, especially small Mom and Pop stores, complain that they don't have time to market it makes me shake my head. With the powerful and easy social media marketing tools right at their fingertips, small business owners don't have any excuses NOT to be proactive marketers.

I'm a huge fan of a local pizza parlor in my small town (a shout out to Old Town Pizza in Auburn, Calif.) They are on the ball with their email marketing. I received their St. Patrick's Day email last night that listed their specials which included discounted prices on pizza with pesto sauce - now that is clever (not to mention green beer). The email was simple with a festive St. Patrick's Day theme and caught my eye right away. They are a great example of how small businesses are staying on top of proactive marketing.

There are times when reactive marketing is beneficial and necessary. When you spot negative comments from disgruntled customers on your Facebook, then you definitely need to react and take care of the problem immediately.

How can you take the bull by the horns and be a proactive marketer?

Understand Your Markets


Conduct market research and customer surveys. What do your customers and clients want and need? Don't wait until they have blasted your company social media accounts with nasty-grams to figure out they are unhappy campers. Be aware of what's going on in your industry - what and who influences key decision makers and leaders? What does the projected forecast and trends look like this year? In five or ten years? Stay on your toes.

Be Open to Networking Opportunities

When you meet someone online or offline, think about the potential marketing opportunity with the person you just met. I don't recommend spamming them or hitting them up to buy your product, but take the time to get to know them - do you share common interests? Maybe the woman standing next to you in line is the CEO of ABC Company and her daughter attends your son's school. You never know who will cross your path, so don't shut out networking opportunities when you're outside the office.

Don't Use Lack of Time & Money As Excuses NOT To Market

I understand how difficult it is to schedule time to market your business, but it's crucial. Create a solid online marketing plan and stick to it. Schedule time for your social media or hire someone to do it for you. Don't use the excuse that you don't have enough time or money to put into your marketing. You don't have to break the bank with your marketing either. There are many cost-effective, free tools available to help save time with your social media marketing. Here are a few time-saving automation tools to get you started:

www.hootsuite.com

www.socialmention.com

www.postling.com

www.twitterfeed.com 

www.ping.fm

www.tweetdeck.com 

Don't wait until you have to hang a "Going Out of Business" sign on your door. Schedule the time today to be a proactive and NOT a reactive marketer.

Why Observation is Your Best Market Research Tool

How many times have you heard the phrase "the powers of observation?" But what exactly does that mean in relationship to market research? We sometimes observe our clients, customers and even our colleagues with an egocentric focus. The ego steers us away from those gut, intuitive feelings that help us really understand and see people for who they are. 

What does all this psychobabble mean? It means it's time to pay attention to your target markets, customers and colleagues. Read between the lines and don't rely on literal translation - let your logical mind take a breather. 

Dig deeper and really listen, focus and observe people. You can use all the technical marketing metrics and tools in the world, but if you don't see human beings for who they are and how they act, think, behave, etc. - you won't truly understand people on a real and authentic level. 

For example, I just joined a new women's group on LinkedIn. I have "met" and interacted with many of these women on other LinkedIn groups. I assumed my powers of observation were right on the money, but I was wrong. It wasn't until I really interacted and dug deeper and shared honest, vulnerable stories, that I had a huge awakening. I realized I didn't really know anything abou them - yes, I knew the superficial facts here and there but that was it.

Their personal experiences shape who they are, not just as professional women, but as human beings. When we interact on the Internet,  it's easy to forget that there is more to people than just a faceless name, and we sometimes take that for granted. Even when we interact face-to-face, our technology distracts us from "really" observing people. 

How can we fine tune our powers of observation as business professionals? 

1. Check out discussion forums, boards, groups, blogs, etc. When you read discussions, pay attention and observe before you comment. When you comment, don't just share your opinion but ask probing questions (in a polite, respectful manner). Dig deeper and look into the "core" of the people interacting on the forum - not just the surface. It's easy to think we know a lot about people and take people at face value. We are all on different paths so don't jump to conclusions and make false assumptions. It can be difficult to get to know someone on the Internet and people hide behind anonymity, but it is possible to shed the cyber layers. 

2. Listen to people and pay attention to your gut instinct. When your customers talk to you, really listen to them. Don't talk at them. Ask their opinions and feedback. Your gut instinct points you in the right direction. How does it feel when you talk to customers? What's not being said? Can your hear frustration in their voice even though they don't come right out and say they are frustrated? 

3. Don't limit yourself to just business books and seminars. Pick up a philosophy, sociology or personal development book. Try out a yoga class. I'm not saying that business books or webinars aren't effective (I read and attend plenty of them). A different perspective can help us view people and our world in new, creative ways - which helps hone our powers of observation.

How are your powers of observation? Do they need a tune-up?