Call: 01225 851 044
Directors' Centre Website

Steer your business to success!

Leading life and business coach, Rasheed Ogunlaru, shares insights into driving your business forward through effective marketing.

The reason why most businesses fail is that they fail to have a clear and compelling idea of where they want to be or an appropriate plan of how to get there. A clear destination and a few simple steps will steer your business to success.

Getting clear about marketing

Marketing is about understanding your target market and pitching, placing and promoting your product and service appropriately. It often stems from understanding new, emerging and changing markets and identifying where there are needs, gaps and opportunities.

Become your customer/client

Step out of your shoes/mindset and into your potential customers’:

• What kind of product/service(s) do you want as a potential customer?
• How would you like to see it packaged/presented/delivered/promoted?
• What would make you actually buy it – and in preference to a rival one?
• How and where would you like to find/hear about/be approached about it?
• What would make you tell all your friends about it and buy more?

Powerful marketing pARt 1 - Start with the end in mind

Here’s a simple version of a powerful tool I use to coach individual businesses and when I run seminars and talks. It will give you powerful insights into marketing and progressing your business. To get the best results from this take yourself to a place or location that you love (but not sat at your desk).  Develop as clear a picture as you can - depending on your role in your company you will either be able to shape all or part of this.

Where do you want your business/team to be in 3 years? Set out your ideal vision: Mull this over then write the answers in specific detail (imagine it's 2008 and it’s achieved).

• Where are your location/premises? (give specific space, size, look, facilities, set-up)
• Set out in specific details what customers/clients you want – and how many
• What range of products and services do you have?
• What levels of sales, turnover and profit will you be making?
• What staff will you have/what roles and skills do they have?
• What is the management, staff and finance structure, culture and support?
• What range of marketing, promotion and PR are you using now?
• What else is happening in your business and the wider industry now?
• What were the key steps you needed to take to achieve this?

 Spend a few minutes picturing, considering and enjoying how your business is now three years on – and the benefits to the lives of yourself, colleagues and customers. 

Powerful marketing part 2 – Getting there step by step

Now you’ve got a clear picture of where you are going outline the steps that you will take to achieve it. It is often most effective to work backwards from achieving the goal. This can boost creativity and open up options.

• Year by year what are the main steps you need to take?
• What research, development and planning do you need to do and when?
• What training, skills and support do you need for yourself and others?
• What partners, services, suppliers, specialists and advice will you need and when?

• What ways will you use to attract clients?
• What range of marketing, promotional and publicity will you need and when?
• Where else would you like people to hear about your service/product?
• What else would give a real boost to your business?
• What ways will you use to measure your progress, review and stay on track?
• Getting started: what will you do this week, month and year to achieve it?

 Success story: At a recent business advice clinic I took a lady who is establishing a UK branch of an overseas manufacturing company through this process. In 20 minutes she developed a clear vision, identified key high street UK retail clients – and the main steps with which to market/achieve it.

Marketing - the magic mix

Whatever your vision for your business a mix of marketing initiatives is likely to be key.

For most business this may include a mixture of:

• Word of mouth contact, referrals and testimonials
• Direct contacts: calls, emails, letters, meetings, networking, referrals
• Website (including use of search engines, links, listings and ads)
• Advertising (ensure you know your market/message before shelling out)
• Written info: letters, brochures, leaflets, flyers posters
• Publicity: trade, specialist, local, regional and national coverage in press, radio, TV
• Promotions: special offers, benefits, membership, partnership, joint initiatives
• Shows, events, seminars, conferences, promotions
• What else would work well for your business?

 

Cost effective marketing

By developing a clear picture of where you are going you can actually cut the cost of your marketing. Many businesses I’ve spoken to or worked with have used very direct, focused marketing and promotion to specifically targeted audiences. This ranges from establishing partnership tie-ins with complementary providers, making ‘warm calls’ to specific potential clients, gaining local or trade press coverage and other approaches.

Feedback is power

Successful businesses use feedback to adapt, improve and perfect marketing, sales, product/service development and promotion. Wherever possible find out:

• Where your client found your service/why they chose you
• What they like/would like/dislike…  why they left/chose others/came back.

Rasheed Ogunlaru is a life coach, business coach and motivational speaker who helps individuals and organisations reach their potential and identify and achieve the goals. For further information on business life coaching, talks or workshops contact: Rasheed Ogunlaru: 020 7207 1082 or visit www.rasaru.com