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Integrated Lead Generation – Use Multi-channel Approach for Marketing

No one in the print and mail world is denying the benefits of the internet and online marketing channels.  However, smart marketers who understand their prospects also realize that putting all of their marketing budgets into an online environment can be a costly mistake.  
To truly get the most bang for your marketing dollar, you need to stick with the tried and true approach of an integrated plan.  With the barrage of marketing messages hitting your target audience every day, creating a plan that features different channels – both on- and off-line – will greatly improve your chances for success.
Further, you can use both online and off-line direct mail channels to work together.  For example, if you are launching a new B:B lead generation campaign featuring a limited time offer, you could use a teaser email as a first touch, highlighting some of the key product benefits and features, while encouraging recipients to be on the lookout for a valuable offer in the mail.  Then, when that direct mail piece arrives, the call-to-action could direct the recipient to a personal URL where pre-filled form and data capture would occur.
Obviously, if the recipient takes the time to open and click-through the teaser email, they can go through the same experience and you can eliminate the second direct mail touch, but since email inboxes are so cluttered today, the teaser email often times can act as more of a brand impression and «heads-up» that helps trigger a reminder for the recipient when the direct mail piece arrives.
Again, with the thousands of marketing messages pounding consumers daily, the best way to stand out and get noticed is through the use of an integrated, multi-touch approach.

Keeping Business Gifts On A Professional Level

One of the most important parts of obtaining successful business relationships with your customers is to incorporate the use of business gifts.  Some may feel that business gifts are not necessary, as long as they maintain in contact with customers and always provide excellent service, unfortunately this is not always true.

Often times, business gifts can be the one thing that keeps you in good status with your work relationships, and new clients.  A business gift can even be a deciding factor as to whether or not a potential customer will decide to utilize the services or products that your company offers.

It is not necessary to spend large amounts of your budget on a business gift, as the gift does not need to be elaborate, just useful and durable.  You also do not want to give out a business gift with a hidden clause for a continued working relationship, or the beginning of a new one.  The primary purpose for giving a business gift to to establish a positive outlook towards your company, from colleagues, clients or potential clients.

Don’t make business gifts too personal. A personalized gift is okay, as long as it isn’t TOO personal. Think about what you’d buy for an elderly distant cousin, something that shows your care and respect, but nothing that screams out «I want to take care of your every need!» For example, you wouldn’t buy a potential client new underwear or a pair of socks, would you? Keep business gifts simple, not overly expensive, and if you give a message with them- make sure your message is simply one of well wishes and appreciation for their continued business.  If you’re giving a business gift to someone who might be a potential client someday, a simple «Keep my/our services/products in mind» along with the gift is appropriate.

Don’t make any business gift too «salesy» or too pushy, this will only cause your gift to be received in a negative way. A nice floral arrangement, a nice desk calendar and pens, or other types of «business supplies» are appropriate business gifts. Keep it simple.

It All Has to Match if You Want to Create the Ideal Business

Copyright (c) 2008 Fabienne Fredrickson

There are some solo-entrepreneurs that market ’til they’re blue in the face, and STILL don’t attract ideal, high-paying clients. They’re seemingly doing all the «right things»: they’ve got marketing materials, marketing plans, they’re speaking, networking, etc. and yet producing no real results. Yes, they have some clients. Yes, they’re making their bills. But they’re not seeing the kind of success they so desperate want. (Are you one of those?)

You might be wondering, «What is going on? What am I doing wrong?? I’m busting my chops, working like a dog, and yet my 1ncome is still NOT what I want it to be… in fact, not even close.» On the outside, everyone probably thinks you have a great business, but YOU know what’s really going on, especially financially. I actually hear this a lot. As I am working with higher level clients (people who have plenty of clients but not the business or 1ncome they really want to be making) I’m noticing that the marketing is only half the problem.

What’s usually happening is two things are getting in the way. Yes, the marketing needs to be tweaked or reworked. Usually, the target audience needs to be narrowed down or changed to a higher level client, and then inevitably, the marketing message needs to become clearer and more compelling. So, we work on that.

But most of the time, it’s something MUCH more drastic and destructive. It’s what’s going on INTERNALLY that’s botching your results: THE MINDSET. And I’ve come to realize that if the INSIDE is not matched to the OUTSIDE, then you won’t get the results you want. Period. Here’s what I mean:

There’s the OUTER game of Client Attraction: the marketing and the action and the behaviors.

Then, there’s the INNER game of Client Attraction: your thoughts, feelings and beliefs.

If these do not match, there’s no way you can create the business you SAY you want. Here’s an example: Pretend Susan is a solo-entrepreneur and she’s been in business for almost 4 years. She’s networking, speaking locally, doing an ezine, and everything else she «should» be doing. She’s good at what she does, but she’s just not making the mo-ney she wants to make. Not even close. That’s when we examine her marketing and make tweaks.

But here’s the kicker: we ALSO look at the stuff under the surface too. When we probe deeper, we realize that one or more things aren’t in alignment with her big goal she says she wants:

The Thought: «I WANT TO MAKE $500,000 this year.»

The Feeling/Belief: «IF I HAVE THAT MANY CLIENTS, I WILL GET OVERWHELMED AND LOSE MY FREEDOM. BESIDES IT WILL BE TOO MUCH WORK, SO WHY BOTHER.»

The Action: SUBTLE SELF-SABOTAGE BEGINS TO HAPPEN, because deep down, Susan wants freedom and ease more than she wants the money. She may not think that consciously, but it’s very real on a subconscious level. And that translates into Susan not doing what it takes, not taking the actions or exhibiting the no-excuses behavior that would create a business that brings her that much mo-ney per year.

Essentially, what’s happening with Susan is that she’s driving with the brake on, and going nowhere fast. So, she steps on the gas pedal even more, but still not getting any results. It’s destructive, but most importantly, after a while, there’s going to be a shortage of gas and then the whole car will stop moving. She thinks she just wasn’t meant to be in business and packs it up to go back to working for someone else, feeling like a big failure and taking a blow to her self-esteem. For Susan to create the 1ncome she wants, all 3 need to match and be congruent.

The Thought must match the Feeling/Belief must match the Action and Behavior. If not, you’ll keep struggling, not knowing why it’s all so difficult.

It’s an insidious game and the worst part of it is, you usually don’t know this is going on! Worse, you may not be able to recognize the underlying limiting beliefs, fears and self-doubt that stops your behavior. The solution? Getting really clear on where you’re not being congruent.

This is BY FAR, my most effective thing to work on with a client or workshop participant. Why? Because when you change someone’s inner states (the INNER game of Client Attraction) you begin to immediately see an increase in their business and in their 1ncome. Quantum Leaps begin to happen and it’s as if the vice-grip that’s been holding back the success of your business is FINALLY RELEASED. And there’s just so much more easy and flow (and financial abundance pours in.)

I’ve seen it time and time around with my clients and Mastermind members. When we clear the GUNK, the mo-ney follows. I know from experience, because it happened to me. In fact, it keeps happening, over and over again. The more I work on my INNER game, the more I make. And it all becomes easier: I work less and make mo-re. That’s when you know you’re becoming more congruent.

YOUR ASSIGNMENT:

If you’re feeling like you’re working really hard but not seeing RESULTS (either in your number of clients or in your re-venues) then it’s time to look at your INNER game of Client Attraction: your mindset. Notice the relationship between your thoughts about your goal, your feelings about achieving your goal and the actions you’re taking to reach that goal.

Are they congruent? Are they aligned? If not, then you’re going nowhere fast. Not until you get yourself a mindset breakthrough. That’s when the marketing breakthrough happens, which results in an 1ncome breakthrough. Once you create those breakthroughs, your business and your life will NEVER be the same. I guarantee it.