Speaking of brochures, it’s worth mentioning marketing materials. It can be tempting to throw money at glossy brochures and flyers, and larger companies may want to go down that route. Smaller companies should focus first and foremost on a great website.
Get professional help for your website, make it easy to navigate and clearly branded. Provide examples of your work, and longer case studies that can be downloaded – these can also be emailed after personal telephone conversations.
When you do produce a brochure, pay for a good designer and print it on good stock, so it makes an impression when it arrives. Since people get too many emails, a well targeted mail shot may get some attention, especially if it follows an introductory phone call.
One other thing: well-presented tender documentation, spiral bound and with an acetate front cover, is an easy way to convey professionalism and build trust.
We’ve covered a lot of ground already. We’ve looked at the basics of marketing, and the need to focus on service and consultation - you’re there to help your customers succeed. From that foundation, we’ve looked at how to clarify your focus, and how to make your company stand out from the competition.
If you’ve got this far, you’ll have a strong marketing platform to work from. Now it’s time to get proactive and start chasing down the work you want to grow your business.