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Design Your Marketing Engine

June 22nd, 2010 · No Comments · Attraction Marketing

Are your random marketing efforts leaving you exhausted and scattered by disappointing results?

You can end this stressful angst. The key is to build a marketing engine: one that’s unique to you, your business and your ideal clients. Well worth the effort, building a marketing engine will lead to a steady flow of referrals and peace of mind.

An effective marketing engine has two key parts: (1) Where you meet the world and make new connections and (2) How you invest in these relationships to cultivate referrals and business.

Marketing Funnel Diagram

Part 1: Making new connections

The top part of the marketing engine represents where you meet the world and make new connections. Just like a car engine has multiple cylinders, an effective marketing engine has 5-8 “cylinders.” Each one is a way to meet like-minded people, start new relationships and gain permission to continue to connect.

The secret to your engine taking on a life of its own is to base these cylinders on your passion. For example, when I started my business my best natural strengths were coaching, teaching classes, speaking, being in community and expressing ideas in writing. The “cylinders” of my engine, leveraging these strengths, became venues where I could lead classes, participate in communities I believed in, and share tips through a periodic newsletter.

Once the “cylinders” do their work – you’ve connected with people and gained permission to continue to communicate with them – you move to the second part of your marketing engine.

Part 2: Investing in your relationships

The body of your marketing engine is made up of the many ways you invest in and grow these relationships.

A well-designed marketing engine offers multiple tiers of service at different fee levels, such as free, nominal, half-fee and full fee. These integrated services touch people, add real value, and over time build trust in you and the solutions your services provide.

In the early stage of my business, the services at the free level included talks about finding your passion and a complimentary session to experience my coaching. At the nominal fee level, I offered afternoon “mini-retreats” on living with passion. My half- fee service was a coaching group on creating work you love.

Each level of service was a joy to do and genuinely equipped people with inspiration and information. And as I worked with people at each of these levels, they grew to understand how to use me as their coach, which was my full fee level. When a potential client inquired about working together, he or she was already pre-screened as someone who understood and wanted my unique approach and was a pleasure to work with.

Steady flow of clients

Establishing your unique marketing engine changes the marketing game forever. You’ll no longer just be taking scattered actions and hoping for results. Instead, your daily marketing actions will forge a powerful client attraction system.

Your turn

I invite you to look at your business with fresh eyes. What have you established already that could become part of your marketing engine? What would an ideal marketing engine for your services look like? Use the Marketing Engine diagram as a guide and map out your 5-8 cylinders and the multiple ways you’ll invest in and grow your relationships.

Warmly,
Barb

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