Making the Most of Your Marketing Dollars – Part 2
The key to effective marketing is to be constantly visible to your target audience in a consistent manner. In the introduction to this series I encouraged you to keep in mind that everything that leaves your hand, your office, and your desk is a vehicle for marketing and publicity for your business. This applies to everything including those things which seem intangible. Don’t forget, marketing is the cumulative affect of all of your business actions.
Voice Mail and On Hold Messages Regardless of whether your business has an expensive multi-line phone system or you utilize a cell phone, your voice mail announcement and any “on hold” monologue must be pleasant and informative. When recording these announcements think about the business phone announcements you’ve heard. What stood out as positive, interesting, or useful? What was an irritant? Here are some tips to help you get started:
Speak clearly. Provide pertinent information. We’ve all heard, “Your first impression is a lasting impression.” You want every impression of your business to be a positive one. Does your answering announcement communicate 1) Your business name 2) The service you provide. 3) A courteous and warm image? Does your on-hold recording offer 1) Other business contact information such as your web site address or FAX number 2) Mention of promotions that you’re offering 3) Tips or suggestions that will provide convenience or value for your caller?
Email Signature If your first impression is a lasting impression, imagine what position of priority your last impression must be! At the conclusion of your email include a signature line listing your full name, your direct phone number, and your company’s full URL including http:// This enables your recipient to simply “click” the link and be transported immediately and magically to your site.
Are you listed on LinkedIn, Twitter or Facebook? Will having this information provide value to your recipient? Will they care? If the answer is yes, then by all means include a discreet button that links to these sites. If the answer is no, Don’t Do It! The fact that you’re tech savvy and up to date on the latest social media trends may or may not be a bonus in the eyes of your email recipient. Is your recipient a client/prospect, member of the media, your best friend? Are you a doctor, retail salesperson, lawyer, house cleaning professional, president of a country? What’s appropriate and in line with the impression you need to convey? Not sure? Ask your significant other, your Mother, or a trusted advisor for their opinion.
Today’s Challenge: Review your phone announcements. Re-record if necessary, as many times as necessary, until it sounds appropriate as representative of your business. Take a look at your email signature. Should information be revised or added? No email signature and not certain how to “install” one? These links may help:
http://email.about.com/od/outlooktips/qt/Create_Email_Signature_Outlook.htm
http://www.gacdl.org/signature.htm
