Business Marketing Magazine Summer 2017 Do It Yourself SEO Tips and Tools | Page 10

the street to one of your competitors?

References: People (prospects) will
believe what others say about you
much more than they will believe what
you say about yourself. Try to gather testimonials or find others that are
willing to speak well on your behalf.

Integrated marketing results from understanding all aspects of the client
acquisition and retention process. It’s
understanding how and why someone
becomes one of your clients in the first
place. What are the motivations? …the
needs? …the expectations? …the challenges?

Place of Business: Even if you work Consider the client acquisition process.
from your home, your office must fit How do clients come to you? How do
client expectations.
they find you? When a prospective client contacts your office, what are the
Promotional Materials: Your promo- specific and exact processes that are
tional literature should be branded to employed for this and every other proyou and should cater to your target spective client? For example: if somemarket. Remember, if you go after “ev- one contacts you, do you have a specific
eryone” you go after “no one.”
protocol that may include a sequence
of specific letters, mailing certain broFollow-Up & Follow-Through Sys- chures, follow-up emails, and a teletem: Nobody should be allowed to fall phone call?
through the cracks. You must keep in
touch with people, otherwise a com- The client acquisition process should
petitor may make inroads.
be somewhat different for those who
came to you via the internet, than
A Positive Relationship: This is often those who see a Yellow Page ad, than
defined as people believing that you those who were referred to you. Hence,
are doing the best you can for them – the first aspect of integrated marketing
allowing them to trust you. Hopefully, is having a specific and exact process
^H