This is part two of my recap from Pat Mussieux‘s Wealth Makers Toronto 2014 event, focusing this time on the Marketing section. This information is compiled from my notes and from some points stated in the Wealth Makers Workbook.

As a virtual assistant, improving my marketing interests me not only for my own business, but also because I handle many online marketing activities for my clients. However, there are some things I just cannot do for you. You have to be clear on your message and your target market, you have to do the networking yourself, and you should do the actual follow-up yourself.

You know how important marketing is to your business. If you don’t have any clients, you don’t have any cash transactions. “If you don’t have any cash transactions, you have no business.” There are many aspects to marketing, including clarifying your message, utilizing social media, networking, and following up. 

Who do you want to help and why do you want to help them?

A confused mind will not buy. Are you a parenting coach or a relationship coach? Are you a career coach or a life coach? Pick one. Are you a Walmart or a Nordstrom? One is not better than the other, it’s just that the demographics are totally different and you need to know who you are marketing to.

If you’re having trouble with this, work with 100 people and then zero down on the main thing you are helping them with. Then you can create your marketing message and go get those people.

What motivates people to buy?

There are four main things people want, and you need to take these into consideration when deciding what your potential clients want and what you are going to help them with:

What is the cost of them staying stuck? The external reasons might be loss of money, poor health, lack of time, lack of fun, not being able to take vacations or act on other opportunities. Internal reasons may be embarrassment, or feeling lonely, depleted, and unsatisfied. Be detached from those who don’t want to become unstuck. They need to make a decision, yes or no, whether or not they want your help.

Qualities of an ideal client

Social Media

I love this quote: “If you are not proactive enough to make sure that your business has an amazing online presence, then you are taking your business in the wrong direction.” – Ali Salman

Here are just a few of the social media stats and tips mentioned at the event or taken from the Wealth Makers workbook:

Social media doesn’t have to be overwhelming. Once you know what your goals are, what your promotional schedule will look like, and how much time you want to contribute yourself, your virtual assistant (me) can step in and create a regular presence for you by creating your social media content from blog posts and promotional material, scheduling it, and managing your profiles, if you wish.

Networking

Networking is like dating. Have respect, but also expect others to have respect.

Don’t go spreading your business cards around tables and under people’s noses. It’s tacky. Have a conversation and wait for someone to offer their business card before you offer yours.

Be genuine and sincere. Don’t be pushy and don’t stalk people!

Guard your business cards and be choosy about who you give them to. Don’t collect or accept business cards when they are not a fit and you’re not interested, and don’t give someone else hope you will contact them when you won’t. Don’t give your business card to someone you are not truly interested in developing a business relationship with.

Do not automatically add people’s email addresses to your email list just because they hand you their business card! Not only do people consider it rude, but it violates anti-spam laws. If they give you explicit permission to add them, then add them. Otherwise, if you have a free gift on your website, send them an email from your direct email account and offer the gift to them, providing them with the link to opt in. Let them sign up themselves if they want to. You can also add an image of your free gift and a link to the landing page on the back of your business card to encourage people to sign up.

Which reminds me of another important point that was brought up… don’t use emails like Hotmail, AOL, Yahoo for business! It’s very unprofessional looking and people will not take you seriously as a business owner. I started out with a Gmail address and a free blog site when I started my virtual assistant business, so I really do understand. If you’re starting out and cash flow is tight, as soon as you possibly can, get your own domain name and accompanying email address. It’s really important for your overall business image.

The Follow-up

Put the follow-up appointment(s) in your calendar before you go to the event, so you have that time blocked off. The follow-up is where many of us leave the money on the table. Apparently only 10% of people typically do any follow-up at all. Wow.

Some ways that you can follow-up:

These are just a few of the points that were covered on the marketing day. I could have added so much more, but I didn’t want to turn this into a plagiarized e-book! Next, I’ll be recapping the Money portion of the event. Of all of these marketing tips, what is your biggest insight or ah-ha? What got you thinking? What are you going to change or implement?