So, we’ve established that you’re going to be your own marketing manager — NOW WHAT?! No worries. If you’ve been a good little entrepreneur, you may have read Gerber‘s Book “The E-Myth.” If you haven’t, I recommend it. There is a section in that book that talks about taking the time to lay out the actual Job Descriptions for the work that needs to be done by YOU. Actually, Anita Campbell wrote a terrific post about the lessons she’s learned around that and one of her tips is to actually pretend to be an entire department. That’s great advice.
A Real-World Job Description for the DIY Marketer
Over the last few years, I’ve gained a peeve about job descriptions. They are too focused on generalities and don’t really talk about what I like to call “Success Behaviors.” After all, shouldn’t a job description focus on what the job is and the success behaviors it takes to do it well? I say yes – and I think when you see the DIY Marketer’s job description you will breathe a sigh of relief.
Overall Job Responsibility – To get and keep profitable, loyal customers that keep coming back regardless of price. Everyday, you must ask yourself the question “Is this activity going to get and keep more customers that will consistently choose us regardless of price?” If the answer is anything short of YES – you must stop.
Your Tools: You only have 4 components to manage
That’s all there is – don’t make it more complicated than it has to be.
Once a Year -
- Find Your Strength. Sit down and evaluate what your strength is, what sets you apart and what it is about your company that gets your ideal customer to choose you. Is this easy enough for a 10 year old to understand?
- Pick great customers. Choosing the right customers is critical. Who is your idea customer (clue – they MUST be profitable). Does your current profile still fit? If not, who is your new ideal customer? make sure that you descripbe them in a way that will allow me to recognize them in less than 30 seconds.
- Evaluate Your Irresistible offering. What are you selling? Is it something your customers want to buy? Has something changed that warrants a change in offering and price?
- Evaluate Communications Strategy. These days you just HAVE to take the time to update any communication channels that you are using. Are they still valid? Are there any customer community channels that you should be taking advantage of?
- Distribution. Are there any more, better faster ways to get your offering within arm’s reach or click away from your customer?
- Listen. You should have systems in place for listening to customers and your market. Use a blog, do surveys, visit customers. Whatever is appropriate. Every quarter report on what you’re hearing.
- Measure for Milestones. Where were you supposed to be and where are you? Measure the basics, customers, cash flow, how your offerings are doing, etc.
- Learning time. Every quarter you need to be taking a class (real time, web, seminar, etc) take the time to stay on top of what’s new.
- Read. Pick a business book or series of articles that relate to what you are doing. Implement at least one thing from each book you read into your marketing strategy.
- Network/Mastermind. Would you please take the time to interact with people that challenge you and feed you new thoughts and ideas? The business will still be there after a monthly 2 hour meeting.
- Evaluate/Learn about new applications for your product or service
- Meet with at least 3 potential customers.
- Meet with at least 3 potential referrers
- Post on your blog
- Talk to at least 3 potential customers
- Talk to at least 3 potential referrers
Notice that all the activities I’m talking about are focused on one objective : To get your ideal customer to choose you.
Your job description is to consistently be clear about:
- The strength you have as a business that sets you apart
- Who your ideal customer is and what’s important to them when they are buying what you are selling.
- Creating a marketing system to get them to choose YOU over any other alternative regardless of price.
This requires observing and listening to your customers as well as building a solid relationship based on your consistent delivery on your promise.