The secret of marketing is simple, according to Kelly Weppler-Hernandez: Give customers a positive experience. “At the end of the day, if we’re happy, it’s the experience we talk about,” Weppler says.
And when your satisfied customers are talking about you, your marketing strategy is a success, says Weppler-Hernandez, principal and founder of WH & Associates. Weppler-Hernandez, a certified Duct Take Marketing consultant, teaches business owners how to grow their companies by developing customer relationships.
“Marketing equals trust,” Weppler-Hernandez says. You can build trust by providing prospects with information — simple content, including testimonials from clients, that explains specifically what problem you solve. She suggests offering a free white paper or a list of tips in exchange for someone’s email address. People who opt in “are raising their hand to be marketed to,” she says.
Your goal is to make prospects better consumers of your industry. “Show people how to shop for someone like you,” Weppler-Hernandez advises. “Tell them what to look for, describe the conversations they should have and the questions they should ask before buying a product or service such as yours.”
Understanding your target market is your biggest challenge as a business owner. You don’t want to spend time and money marketing your services to people who don’t value them, Weppler-Hernandez says. “If you’re not feeling any pain, or you don’t need what I’m selling, then I’m irrelevant,” she says.
“Far too many people sink their heart, soul and life savings into a business they’re passionate about, and then watch it sink because they lack a sound marketing strategy,” Weppler-Hernandez says. “My desire is to help change a statistic and teach business owners how to create a marketing system for their business.”
FOUNDER NOTE: What kind of service-centric marketing have you done to create “raving fans” for your work or your business – we’d love to know! Post a comment below so we can share your story and tips with our community and readers…