一步步做行銷

我們現在要引導你以4個步驟地擬定基本的行銷策略與與發展行銷推廣。

1.  了解你的目標客戶

你要將信息傳遞給誰？你確認了你的利基優點了嗎？他們看來像是什麼樣？他們在做什麼？你可以在哪裡發現他們？

如果你做了功課，你應該可以回答上述的所有問題。經常有許多商人，甚至是行銷人員，會以為只要上網，就能夠接觸到愈多的人群，但是這是不對的觀念。當你接觸愈多的人群，你就失去了自己的磨煉你的技藝的能力。你應該面對你要服務的對象的痛點，客製化你要傳遞給他們的信息。你不需要接觸更多人。專注你的目標對象會更好。去了解你的聽眾，有如你的手背。為何他們要購買我們提供的？為何他們會拒絕？

例如，你想要成為雙語通。你不會同時學日語和德語，因為如此你會兩種語言只學到平庸甚至皮毛程度，原因是你不夠專注。

專注在一個狹窄的領域，能夠更發揮妳的強處與對目標市場的影響力。這就如普通各科都看診的醫生和專科兒科醫生給病人的感覺一般，家長會傾向選擇兒科醫生。

2.  傳遞你可以提供的利益

如今你已經知道了你的目標聽眾，你可以開始教育他們你可以提供的利益與商品特色。你可以教育他們為何他們應該購買你的產品或服務。你可以排除市場噪音，並且直接與他們對話。你要讓他們聽到什麼？你要告訴他們你提供什麼? 你要他們記住你公司在做什麼生意？

重點條列出你的產品特色，與相應的利益與可以節省的成本。你所條列出來的每一項，是否通過了測試？如果通過了，你就可以開始進行下一步的行銷工作。

3.  引導客戶採取行動

現在你已經確認了你的目標聽眾，並且已經列出了特色與利益。太棒了！接著，你要專注在你要潛在客戶做什麼？你如何引導他們採取購買行動?

如果你要發動某個推廣活動，你要如何評估這項推廣活動的效果?你要他們買什麼？你要他們給與回饋並且提出詢問？

清楚擬定你的期望。一旦你清楚了希望他們採取的行動，確保你可以排除任何讓客戶如此做的障礙。例如：

• 是否你的電話號碼可以看清楚？
• 你的要求是否可以行得通？
• 他們通過電話、網絡或商店的購買，是否方便？

測試這些作業程序。你會震驚的發現我們要求客戶做的動作是多麼的困難。妳必須解決問題，讓交易方便，零容忍任何障礙！

4.  評估、監視、記錄、報告與學習

如今，你已經讓你的行銷推廣活動可以事實進行，你接著要評估與監視整個活動發展。從你的努力過程中獲得學習。這會改善你的後續的每個行銷推廣活動。

成果如何？有符合期望嗎？如果是，為什麼？如果不是，為什麼？知道這些問題的答案，找出如何可以做得更好的作法，找出怎樣做才行得通？記錄這些答案，分析數據，讓後續的行銷推廣活動做得更好。

Step by step marketing

Now we are going to guide you to formulate the basic marketing strategy and develop marketing promotion in four steps.

1. Know your target customers

Who are you going to pass the message to? Have you identified your niche strengths? What do they look like? What are they doing? Where can you find them?

If you do your homework, you should be able to answer all of the above questions. Often, many businessmen, even marketers, think that the more people you can reach as long as you go online, but this is a wrong idea. The more people you touch, the more you lose your ability to hone your skills. You should face the pain points of the people you want to serve and customize them. The message you want to convey to them. You don't need to reach more people. It's better to focus on your target audience. Get to know your audience, like the back of your hand. Why do they buy what we offer? Why do they refuse?

For example, you want to be bilingual. You won't learn Japanese and German at the same time, because you will only learn mediocre or even furry levels in both languages because you are not focused enough.

Focusing on a narrow area can make your strengths and influence on the target market more effective. This is just like the general physicians and pediatricians who see the patients in general, parents tend to choose pediatricians.

2. Delivery of benefits you can provide

Now that you know your target audience, you can start educating them about the benefits and features you can offer. You can educate them why they should buy your products or services. You can eliminate market noise and talk directly to them. What do you want them to hear? What do you want them to tell them about what you offer? You want them to remember what business your company does?

Key items list your product features, benefits and cost savings. Has each item listed in your article passed the test? If so, you can start the next marketing work.

3. Guiding customers to take action

Now that you've identified your target audience, you've listed the features and benefits. Great! Then, what do you want your potential customers to do? How do you guide them to buy?

If you want to launch a promotional campaign, how do you evaluate the effectiveness of the campaign? What do you want them to buy? Do you want them to give feedback and ask questions?

Formulate your expectations clearly. Once you know what actions you want them to take, make sure you remove any obstacles to getting customers to do so. For example:

• Can you see your phone number clearly?
• Is your request workable?
• Is it convenient for them to buy by telephone, Internet or store?

Test these operating procedures. You'll be shocked to see how difficult it is for us to ask our customers to act. You have to solve problems, make transactions convenient, and tolerate no obstacles!

4. Evaluation, Monitoring, Recording, Reporting and Learning

Now that you have made your marketing campaign a reality, you need to evaluate and monitor the development of the campaign. Learn from your efforts. This will improve every subsequent marketing campaign.

What are the results? Are they in line with expectations? If so, why? If not, why? Know the answers to these questions, find out how to do better, and find out how to do it? Record these answers, analyze data, and make follow-up marketing campaigns better.