3 Marketing Techniques: The Good, Bad and In-between
I’ve been thinking a lot lately on different ways to market the services I offer and how they rate on scales of time commitment and effectiveness. I want to develop a set of marketing steps that I can follow and generate a predictable amount of work. As a recent article on Copyblogger states, “It takes some time and attention, but it’s not rocket science.” A marketing rhythm is an attainable goal given the proper amount of time and energy. Freelance Folder had a recent open thread asking the question: “How much time do you spend on marketing?” The responses ranged from the single-digit number of hours per week to “you should always be marketing” to “Zero. It’s all word of mouth”.
Since this topic has been a focus of mine of late, when I was confronted with three different types of marketing techniques today I couldn’t help but rate them.
The Referral Network
This morning I visited the Fiesta Chapter of BNI International. I was invited by a friend to see what the organization is all about. BNI describes itself as “”The” Business Referral Organization.” Members are grouped into ‘chapters’ which meet weekly to network, share leads referrals, and build relationships (I was taught that a referral differs from a lead in that a referral is “able and ready to do business with you”). A major selling point to the membership (which does require a fee) is that there is only one member per profession in each chapter. So if you are a web developer, then there will not be any other web developers in the chapter you belong to.
I decided to apply for membership and test out their claim that the referrals received would more than pay for the membership fee. At very least I am looking forward to the weekly meetings for social interaction and to be around other business owners.
Time Commitment: Light, weekly meeting
Effectiveness: TBD, but forecast is Good
The Cold Call
On my way back to the office after the BNI meeting I got a call from a number I didn’t recognize (at first). When I answered I was greeted by a cheery, British accent. Even though it was difficult to hear the person with the road noise from my open car windows I could tell this person was calling from a call center. He proceeded to recite a script I hear once per month telling me how he found my website, that he wants to tell me about the development services they offer, and if I’d like to talk to one of his project managers. I have repeatedly declined their offer and am now to the point of being annoyed so that I simply say “No Thank You” and hang up. This tactic might work on others, just not on me.
Time Commitment: Heavy, for the person on the phone.
Effectiveness: In-between.
The Car Window
I observed the third marketing method as I was picking up lunch at a local Thai restaurant. As I was getting into my car, a white Explorer pulled up behind me and the driver leaned out and started talking to me:
Driver: “Hi! Do you live around here?”
Me: “Um, yeah.”
Driver: “Great! So I was wondering, I have these two Home Theater systems, I’m from Austin, and I over ordered from [local store], so I can give you a deal. What do you think?”
Me: “No thanks.”
Seriously? At first I couldn’t decide if the driver was joking or not, and then I started to wonder if he was serious and if these items weren’t in fact stolen, how did he think this exchange would work out in his favor. “As a matter of fact I am looking for a home theater system, I just happen to be outside of a Thai restaurant. Thank goodness you happened to see me and pull up!”
Time Committment: Low
Effectiveness: Bad. Very Bad.
What are some marketing techniques that you use to market yourself?
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