Happy Spring and the Six Most Effective Marketing Strategies

It's spring break for my kids right now, and I've just spent an interesting week road-tripping and visiting all the cousins, being present with my family, as I had no internet connection for days at a time. It was absolutely lovely, and I decided that my 5 week social media blitz will simply continue when I get back to my routine at home.

Before I left, I decided to borrow (I LOVE VPL!) a highly recommended 28-day marketing program, called “Get Clients Now” by C.J. Hayden; it is apparently becoming the basis of several grass roots business mastermind groups, as facilitators are being trained on the methodology.

I did find time to sneak in a bit of reading while the house was quiet.

The book highlights several marketing strategies and indicates their effectiveness in decreasing order:

1. DIRECT CONTACT AND FOLLOW-UP. Impact = outreach.
Most appropriate tactics for my business would be:
• Warm calling, phone appointments – of those who have expressed interest in my art, or who have attended my art shows
• In-person appointments, lunch – with potential buyers, people of influence, those who could refer me, former clients
• Personal emails to my list of warm prospects (I need to create this!)
• Reminders or Announcement cards about changes in business/shows (such as where my artwork is hanging), followed up with a call
• Nice-to-meet-you notes, including my card. Or email with my contact info.
• Sending articles or links, such as to my blog. Sharing information & resources. Perhaps eventually creating a newsletter, or auto-responder.
• Auto-response to those who follow me on Twitter or Instagram, directing potential clients to my retail portfolio.

2. NETWORKING AND REFERRAL-BUILDING. Impact = outreach + credibility.
Most appropriate tactics for my business would be:
• Attending meetings & seminars (Home and Garden show)
• Developing referral partners, such as interior designers
• Participating in online communities
• Volunteering & serving on committees (which ones would be most appropriate to my art world?)
• Creating collaborations & strategic alliances (showing my art in friends’ businesses expands my contacts and visibility)
• Swapping contacts in a related but non-competitive industry
• Networking or leads groups
• Give referrals to others who may refer back

3. PUBLIC SPEAKING. Impact = visibility + credibility. Since this strategy is the 3rd most effective already, I might focus on this occasionally, but not initially.
Most appropriate tactics for my business would be:
• Acting as an MC or panelist
• Making a presentation at a meeting or conference
• Webinars, podcasts, teleseminars
• Giving classes or workshops

4. WRITING AND PUBLICITY. Impact = visibility + credibility. This strategy is the 4th most effective; the only reason I am blogging is to document this experience of my social media blitz for myself and others.
Most appropriate tactics for my business would be:
• Sending my blog link to those on my mailing list
• Linking my blog to my website (www.yourinspiredlifestyle.com) & .tel (inspiredlifestyles.tel )
• Finding multiple publications and websites to publish my blog
• Write to journalists or bloggers when I hear the subject of art and business being discussed
• Pitch myself to producers for radio, TV, or webcast interviews (yikes! Totally scary to me)
• Promote my blog and have others link to it
• Social media posts

5. PROMOTIONAL EVENTS. Impact = visibility. This strategy is the 4th most effective and I will likely not engage in any of these in my first 5 weeks, unless an opportunity falls into my lap with little effort. Most appropriate tactics for my business would eventually be:
• Live workshop or demo
• Hosting a webinar
• Open house – maybe to show off new artwork?
• Hosting or co-sponsoring an event or mixer (get everyone to bring a friend)
• Offer drawing for free gift in exchange for collecting contact info (adding to my email list of warm leads)

6. ADVERTISING. Impact = visibility. Least effective (and often most expensive) strategy so I will not be using these tactics initially.
Most appropriate tactics for my business would be:
• Online directories
• Trade Exchange Canada or other bartering services

C.J. recommends starting with no more than 4 of the above tactics, so I’ll obviously start with the first 4, the ones she considers the most effective, over the next few weeks.

Based on the above, it seems like my most urgent activities should be:
- Create a spreadsheet of leads and track my progress in following up ("The fortune is in the follow-up!")
- Create an email list of all my warm leads
- Set up someone/something to do my autoresponding for twitter, Instagram and in-person interest. (maybe use Fiverr?)
- Set up someone/something to do my email campaigns. (again Fiverr? or mailchimp?)
- Linking my blog to my website and .tel and promoting it more, since I’m already committed to writing it

But this will all wait until after I return and officially get back into it ...

Happy Spring everyone! I hope you’re able to enjoy some fabulous outdoor time. Get out there and get inspired!