If you are looking to pour some new energy into your marketing efforts in 2012, here are five ideas I think are especially worth pursuing:
1) Start a blog – Why? A) It can help establish you as an expert in your field, showing you thoroughly know your investigative specializations. B) Very few, if any, of your competitors are probably taking the time to write about their professional endeavors and knowledge, so you immediately set yourself apart from the crowd. C) It’s free! Yes, it takes time, but it does not take money. Start one up at www.blogspot.com. Then include a link to it in every email you send out, on your facebook page, website…everywhere.
2) Advertise on Facebook – Some tech pundits are starting to predict the decline of facebook. I think they are only doing it so they can say they were the first to announce its demise. But the truth is that facebook is still ginormous and still growing. And if you want to market your services, you need to be where people are, right? This technique is not free, but you can monitor and adjust your bids, set a maximum as to how much you want to spend, and set the parameters so you are reaching the people you want. (It's so easy even I have managed a facebook ad campaign.) Make sure you only pay for clickthroughs to your website, but you will also be promoting your business by the number of times your ad is seen (impressions).
3) Spend time on your marketing efforts – Sounds obvious, right? But admit it, if your workload is fair to decent, you don’t spend any serious time actually marketing your services, right? Don’t wait until things get slow to suddenly decide you need to devote some time, energy and funds into viable steps to feed your business. Make time to market and to routinely implement your marketing plan. Which leads to idea number 4…
4) Develop a written marketing plan – Chances are you don’t have a written marketing plan. (Am I right again?) If you rely on a bodiless voice telling you which way to turn while driving through a satellite gps system, why don’t you develop and use your own map to business success? It is not enough to just make a few phone calls when you think of and have time and call that effective marketing of your business. You need plan, a written plan. (You’ll find the steps to take outlined in my PI Marketing CD.)
5) Don’t be too enamored by technology – Technology is wonderful. Two of the above marketing tips in this post alone focus on use of technology. And many PIs love technology, as I have observed them spend hours checking out new equipment. That being said, you don’t have to have an iPad to present a comprehensive report to your client. Don’t get caught up in technology for the sake of technology, especially when it comes to marketing your services. Your regular clients do not have to read tweets from you, but they may enjoy a sincere letter of thanks at the end of the year for their business. If you like high-tech, great, but taking regular, even low or no tech marketing steps is what is important.
Thursday, December 15, 2011
Wednesday, December 14, 2011
Absolutely
A while back a PI wrote to me explaining how he had a steady stream of investigative work from a solid corps of clients at one time. About seven years ago he decided to pursue some other business activities, but has since decided he wants to go back into his previous investigative work. He wondered if he should pursue his former clients, but wasn't sure it would be viewed as progressive or regressive in his career.
Should he try to re-engage his former clients? Absolutely!!! Here's why.
His previous clients already know and appreciate his skills and are quite likely to use him again. They may not all come immediately flocking back if they are currently using someone else, but he is a known commodity to them, so they will certainly use him again, either now or later. People will recognize and want to take advantage of his talent; and I think they will understand and even appreciate the fact that he tried something else for a while. That demonstrates a willingness to learn and grow, not an abandonment of his clients. They will probably welcome him back with open arms, rather than question his previous intentions.
Furthermore, marketing to previous clients is a great tactic to pursue for any business professional. Again, if you have a proven track record with someone, why would they want to go anywhere else, no matter the product or service. Previous clients are the absolutely right people to pursue, whether you are continuing to offer the same services or are launching something entirely new. If I ran a dry cleaning business and finally decided to pursue my lifetime dream of operating a donut shop, I would still contact everyone in my database and extend some special customer offer to them. They know me; They like me; and they will really like my donuts. In fact they may try my donuts only because they liked my dry cleaning service.
I understand his concern about the client's perception of him moving away from them. What's more important is their perception of the quality of his skills and services.The message is the same for you: You should always court your previous clients, even if you have not heard from them for a year or two. Even if they don't have an immediate need of your services, their positive impression of you fosters positive word of mouth, which everyone needs and which everyone also needs to nurture and develop.
Your former clients are your goldmine, whether you are re-estabishing an old service, starting a new service or just continuing what you always do. Make plans now to get in front of them on a regular basis in 2012, via a mailing, blog, newsletter, gift, special offer, etc. Remember that they really, really like you....and you will really, really like you, too, as you see your business continue to grow.
Should he try to re-engage his former clients? Absolutely!!! Here's why.
His previous clients already know and appreciate his skills and are quite likely to use him again. They may not all come immediately flocking back if they are currently using someone else, but he is a known commodity to them, so they will certainly use him again, either now or later. People will recognize and want to take advantage of his talent; and I think they will understand and even appreciate the fact that he tried something else for a while. That demonstrates a willingness to learn and grow, not an abandonment of his clients. They will probably welcome him back with open arms, rather than question his previous intentions.
Furthermore, marketing to previous clients is a great tactic to pursue for any business professional. Again, if you have a proven track record with someone, why would they want to go anywhere else, no matter the product or service. Previous clients are the absolutely right people to pursue, whether you are continuing to offer the same services or are launching something entirely new. If I ran a dry cleaning business and finally decided to pursue my lifetime dream of operating a donut shop, I would still contact everyone in my database and extend some special customer offer to them. They know me; They like me; and they will really like my donuts. In fact they may try my donuts only because they liked my dry cleaning service.
I understand his concern about the client's perception of him moving away from them. What's more important is their perception of the quality of his skills and services.The message is the same for you: You should always court your previous clients, even if you have not heard from them for a year or two. Even if they don't have an immediate need of your services, their positive impression of you fosters positive word of mouth, which everyone needs and which everyone also needs to nurture and develop.
Your former clients are your goldmine, whether you are re-estabishing an old service, starting a new service or just continuing what you always do. Make plans now to get in front of them on a regular basis in 2012, via a mailing, blog, newsletter, gift, special offer, etc. Remember that they really, really like you....and you will really, really like you, too, as you see your business continue to grow.
Wednesday, September 14, 2011
The Power of Partnerships
Perhaps you have noticed, like I have, an increase in some unexpected advertising activities lately.
- A State-Farm car in a commercial with the star vehicles from the animated Cars movies. Bet it cost State Farm a pretty penny, and I wonder if they are rethinking their investment, given some of the reviews of Cars 2, but I'm sure it sounded like a great idea - - and may indeed still be a great idea - - but it certainly shows two companies thinking creatively and working together. I suspect that their intentions are both short-term and long-term: obviously, make a connection for adults with a movie their kids will not let them ignore, and embedding the concept of how great State Farm is in the young ones, so that in a dozen years when they start to drive and need insurance, they will think of State Farm.
- One that I don't think worked was the annoying Geico caveman with a group of Civil War reenactors. Outside of the fact that I don't like that guy, what made it worse is that the commercial aired during a two hour special (History Channel, I think) about Gettysburg. The horror of the brutal battles, the death and suffering, vividly portrayed in the television program, made the goofy self-absorbed cavemen and his commercial pals appear that they were making fun of the horrors of the actual battles. Nothing wrong with Geico getting involved with history, but I can't believe some higher-ups at the company thought this was a good idea.
- And I started to whine to my wife like a little kid that I wanted a two-liter bottle of Diet 7-up when I saw Captain America's picture on the bottle....and I've never even had diet 7-up.
These cross promotions are not necessarily new, as evidenced by the long stream of McDonald & Burger King movie toys to be had. But this is a perfect time to examine how this can impact your business.
Recently at the university where I work (in the marketing communications department) I had the opportunity to attend a meeting where a very senior ambassador from a country in Africa was meeting with local university professors and area businesspeople to explore mutually beneficial opportunities between our region and theirs, both economically and educationally. The word that continued to surface was exploring partnerships.
It should be clear to you by now that partnership opportunities exist for you, if you think creatively, are open to new ideas, protect your back, open your eyes and proceed carefully. Maybe you partner with a law firm, each promoting your business to the mailing list of the other's clients.
Maybe you partner with a personal fitness trainer for some radio or cable TV advertisements, where they promote keeping a client's body fit and you keep their company fit and safe. Think outside the box, and you can expand your reach into new areas you have never been before.
Maybe you have a good friend who operates a disaster clean-up service, and you each promote your services to the others' clients, or share the cost of a direct mail campaign, emphasizing how the missions of both businesses are designed to get a life/business back up and operating after unexpected problems.
These are just sample ideas of how you can find a connection to businesses that you would not normally think about partnering with. But keep in mind that opportunities are everywhere, if you look for them. Sure, you may not be a hot little red car, but partnerships can cut promotional costs, provide an innovative avenue for you to reach new audiences in what is perceived as an endorsed situation, and they can help put you on the road to success.
- A State-Farm car in a commercial with the star vehicles from the animated Cars movies. Bet it cost State Farm a pretty penny, and I wonder if they are rethinking their investment, given some of the reviews of Cars 2, but I'm sure it sounded like a great idea - - and may indeed still be a great idea - - but it certainly shows two companies thinking creatively and working together. I suspect that their intentions are both short-term and long-term: obviously, make a connection for adults with a movie their kids will not let them ignore, and embedding the concept of how great State Farm is in the young ones, so that in a dozen years when they start to drive and need insurance, they will think of State Farm.
- One that I don't think worked was the annoying Geico caveman with a group of Civil War reenactors. Outside of the fact that I don't like that guy, what made it worse is that the commercial aired during a two hour special (History Channel, I think) about Gettysburg. The horror of the brutal battles, the death and suffering, vividly portrayed in the television program, made the goofy self-absorbed cavemen and his commercial pals appear that they were making fun of the horrors of the actual battles. Nothing wrong with Geico getting involved with history, but I can't believe some higher-ups at the company thought this was a good idea.
- And I started to whine to my wife like a little kid that I wanted a two-liter bottle of Diet 7-up when I saw Captain America's picture on the bottle....and I've never even had diet 7-up.
These cross promotions are not necessarily new, as evidenced by the long stream of McDonald & Burger King movie toys to be had. But this is a perfect time to examine how this can impact your business.
Recently at the university where I work (in the marketing communications department) I had the opportunity to attend a meeting where a very senior ambassador from a country in Africa was meeting with local university professors and area businesspeople to explore mutually beneficial opportunities between our region and theirs, both economically and educationally. The word that continued to surface was exploring partnerships.
It should be clear to you by now that partnership opportunities exist for you, if you think creatively, are open to new ideas, protect your back, open your eyes and proceed carefully. Maybe you partner with a law firm, each promoting your business to the mailing list of the other's clients.
Maybe you partner with a personal fitness trainer for some radio or cable TV advertisements, where they promote keeping a client's body fit and you keep their company fit and safe. Think outside the box, and you can expand your reach into new areas you have never been before.
Maybe you have a good friend who operates a disaster clean-up service, and you each promote your services to the others' clients, or share the cost of a direct mail campaign, emphasizing how the missions of both businesses are designed to get a life/business back up and operating after unexpected problems.
These are just sample ideas of how you can find a connection to businesses that you would not normally think about partnering with. But keep in mind that opportunities are everywhere, if you look for them. Sure, you may not be a hot little red car, but partnerships can cut promotional costs, provide an innovative avenue for you to reach new audiences in what is perceived as an endorsed situation, and they can help put you on the road to success.
Monday, May 9, 2011
The Very Timely Letter
Osama bin Laden is dead.
Terrorist threats are on the rise.
Do you think your clients are concerned about their businesses and how safe they truly are in these turbulent times?
Can you help them? Can you offer background checks. Security camera installations. Development and coordination of an emergency plan. Arrange for self-defense and personal safety courses?
Do you really think there is someone more qualified to do this for your clients?
Why not ask your best customers to tell their best business partners about your services? Offer to conduct a free threat analysis for their business.
Don't wait for them to raise the question. Reach out to your existing clients with a timely letter.
Want to reach a broader audience? Marketing doesn't always mean no or zero cost. Talk to the radio station sales people at the local station everyone listens to at work. Buy a package of 30-second radio spots offering your free guide, "How to Protect Your Home and Business from Terrorist Threats." You could even deliver this special report electronically, at no cost to you, to those who leave their name and email address via your website.
Need help? Let me know.
This is not cruelly playing on someone's fears. This is reaching out to fill a need, and there is nothing wrong with that.
Think how you would feel if something happened at a business in your area and you knew you could have helped them had you met with the owner and provided some customized ideas for their safety.
Take action. Now.
Terrorist threats are on the rise.
Do you think your clients are concerned about their businesses and how safe they truly are in these turbulent times?
Can you help them? Can you offer background checks. Security camera installations. Development and coordination of an emergency plan. Arrange for self-defense and personal safety courses?
Do you really think there is someone more qualified to do this for your clients?
Why not ask your best customers to tell their best business partners about your services? Offer to conduct a free threat analysis for their business.
Don't wait for them to raise the question. Reach out to your existing clients with a timely letter.
Want to reach a broader audience? Marketing doesn't always mean no or zero cost. Talk to the radio station sales people at the local station everyone listens to at work. Buy a package of 30-second radio spots offering your free guide, "How to Protect Your Home and Business from Terrorist Threats." You could even deliver this special report electronically, at no cost to you, to those who leave their name and email address via your website.
Need help? Let me know.
This is not cruelly playing on someone's fears. This is reaching out to fill a need, and there is nothing wrong with that.
Think how you would feel if something happened at a business in your area and you knew you could have helped them had you met with the owner and provided some customized ideas for their safety.
Take action. Now.
Sunday, January 2, 2011
Marketing Tips to Launch Your 2011
What does 2011 hold in store for you?
Success? More clients? A better year?
It doesn’t happen by itself. But by taking action on the right answers to key questions about marketing, you can make it happen. Here's five ideas to get you started.
Develop a written marketing plan. Sounds pretty basic and it is, but if you do not have a plan - - a detailed plan in writing - - your marketing efforts will probably be fragmented. Your plan must state your specific objectives, identify and rank your target audiences, spell out your messages to those audiences, identify the tactics you will use to deliver those messages, and establish a budget. Of course, you can revise your plan throughout the year. But how can you prioritize what path you will pursue without devising that path? In addition to my own business, I work in the marketing department of the college of business at a large university. We never start to promote a major project or program without a written marketing plan. Never. If we’re doing that on a per project basis, how do you expect to successfully advance your entire business without a written, structured marketing plan?
Advertise. In my experience, when PIs want to know marketing ideas, they usually really mean they are looking for marketing ideas that are free to implement. I’m personally in favor of no cost ideas myself. But if you want to own your market, if you want to have truly top-of mind awareness in your area, you sometimes have to spend some money. Chances are you never hear a PI firm advertised on the radio. That’s not because several have tried it and failed, it’s because they don’t do it. So be the one PI in your area who is willing to invest in his or her business. You do not have to restrict it to radio advertising (although the start of the year is a great time to find bargains), and, yes, you should consider advertising on Facebook.
Update your website. Continuously. Fresh content is king. Business owners are always trying to find ways to increase their Google rankings, and one of the leading ways is to frequently update your website content, and to do so with references to key search words. You can’t just put the words “private investigator” into a paragraph a dozen times, because the good folks at Google are wise to that. But an unfreshened website will miss the mark on attracting new visits. Besides, more and fresher content gives people a reason to visit your website more often and spend more time there. (Personally speaking, my top business goal for 2011 is to expand and completely revamp my very modest website. If you have not updated your site since you put it together a couple years ago, now’s the time.)
Feed your marketing mindset. Use available resources. Read the great collection of marketing articles on http://www.pursuitmag.com/. For help developing your marketing plan, advertising copy and for tons of other marketing ideas, you might want to invest in the PI Marketing CD. (You can find details at http://www.letbobhelp.homestead.com/.
Join the conversation. Yes, I mean Facebook. There are tens of million of people on Facebook. They include many of your current and potential clients. You don’t have to post every picture of your dripping wet dog as he climbs out of the pool, but you do need to be where people are, and that is Facebook. This is not a step that will necessarily bring new clients to your door tomorrow, but you have to do this.
A classic approach. The start of a new year can be the start of a lot of new, positive relationships for your company, relationships that are just one step away from someone whom you already have as a client. So write a letter to your current clients, friends, neighbors, associates of associates, simply suggesting that the start of the year is the time when you always want to take that extra effort to strengthen your relationships with them, and to let them know that you are also available to help their family, friends and business associates with a wide (or narrowly specific) range of problem solving services. Even if you sent some of these people a Christmas card (you did send Christmas cards to your best clients, didn’t you?) the time to send them a personal letter is now. And I do not mean an email. I mean a real, paper and ink, hand-signed, stamp on the envelope letter. Just because you need to implement high-tech tactics such as Facebook, you do not need to throw out classic, proven forms of communication such as personal business letters. My insurance agents do it, and I’m confident that they are being coached by top marketing minds in their organization.
So there are five things to get started. For help developing your marketing plan, advertising copy and for tons of other marketing ideas, you might want to invest in the PI Marketing CD, just $37, at http://www.letbobhelp.homestead.com/.
Happy - - and successful - new year!
Success? More clients? A better year?
It doesn’t happen by itself. But by taking action on the right answers to key questions about marketing, you can make it happen. Here's five ideas to get you started.
Develop a written marketing plan. Sounds pretty basic and it is, but if you do not have a plan - - a detailed plan in writing - - your marketing efforts will probably be fragmented. Your plan must state your specific objectives, identify and rank your target audiences, spell out your messages to those audiences, identify the tactics you will use to deliver those messages, and establish a budget. Of course, you can revise your plan throughout the year. But how can you prioritize what path you will pursue without devising that path? In addition to my own business, I work in the marketing department of the college of business at a large university. We never start to promote a major project or program without a written marketing plan. Never. If we’re doing that on a per project basis, how do you expect to successfully advance your entire business without a written, structured marketing plan?
Advertise. In my experience, when PIs want to know marketing ideas, they usually really mean they are looking for marketing ideas that are free to implement. I’m personally in favor of no cost ideas myself. But if you want to own your market, if you want to have truly top-of mind awareness in your area, you sometimes have to spend some money. Chances are you never hear a PI firm advertised on the radio. That’s not because several have tried it and failed, it’s because they don’t do it. So be the one PI in your area who is willing to invest in his or her business. You do not have to restrict it to radio advertising (although the start of the year is a great time to find bargains), and, yes, you should consider advertising on Facebook.
Update your website. Continuously. Fresh content is king. Business owners are always trying to find ways to increase their Google rankings, and one of the leading ways is to frequently update your website content, and to do so with references to key search words. You can’t just put the words “private investigator” into a paragraph a dozen times, because the good folks at Google are wise to that. But an unfreshened website will miss the mark on attracting new visits. Besides, more and fresher content gives people a reason to visit your website more often and spend more time there. (Personally speaking, my top business goal for 2011 is to expand and completely revamp my very modest website. If you have not updated your site since you put it together a couple years ago, now’s the time.)
Feed your marketing mindset. Use available resources. Read the great collection of marketing articles on http://www.pursuitmag.com/. For help developing your marketing plan, advertising copy and for tons of other marketing ideas, you might want to invest in the PI Marketing CD. (You can find details at http://www.letbobhelp.homestead.com/.
Join the conversation. Yes, I mean Facebook. There are tens of million of people on Facebook. They include many of your current and potential clients. You don’t have to post every picture of your dripping wet dog as he climbs out of the pool, but you do need to be where people are, and that is Facebook. This is not a step that will necessarily bring new clients to your door tomorrow, but you have to do this.
A classic approach. The start of a new year can be the start of a lot of new, positive relationships for your company, relationships that are just one step away from someone whom you already have as a client. So write a letter to your current clients, friends, neighbors, associates of associates, simply suggesting that the start of the year is the time when you always want to take that extra effort to strengthen your relationships with them, and to let them know that you are also available to help their family, friends and business associates with a wide (or narrowly specific) range of problem solving services. Even if you sent some of these people a Christmas card (you did send Christmas cards to your best clients, didn’t you?) the time to send them a personal letter is now. And I do not mean an email. I mean a real, paper and ink, hand-signed, stamp on the envelope letter. Just because you need to implement high-tech tactics such as Facebook, you do not need to throw out classic, proven forms of communication such as personal business letters. My insurance agents do it, and I’m confident that they are being coached by top marketing minds in their organization.
So there are five things to get started. For help developing your marketing plan, advertising copy and for tons of other marketing ideas, you might want to invest in the PI Marketing CD, just $37, at http://www.letbobhelp.homestead.com/.
Happy - - and successful - new year!
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