By Suzanne Slavitter, CTP, CTIE, Sports Empire Inc., Authentic California Vacations, and The Travel Institute’s Professional Educators Program (PEP) member.
Sales and marketing are important skills just like in all other areas of your work and business. Content marketing or storytelling has become the heart of marketing for Millennials, Gen Z, and Gen X. How we engage, educate, and entertain our audience is how we build relationships. Let’s look at 5 of the different tools you should be using to remain relevant and successful.
1. Who’s your client (it may not be everybody)
B2B, B2C, and D2C are marketing terms describing how companies sell their products and services to other businesses or customers.
B2B – Stands for “business to business”; clients often are corporate decision makers and their businesses are built on strong relationships using digital channels, such as email marketing, social media, content marketing, search engine optimization (SEO), trade shows, industry events, direct mail, and professional networking.
Both B2C and D2C sell products or services to consumers.
B2C – Stands for “business to consumer”; this structure uses marketing tools (similar to D2C clients) that focus on paid social media (SM) to showcase offers plus blogs, podcasts, and email marketing/newsletters.
D2C “direct to consumer”; this structure markets/sells products and services directly to consumers: through its website, organic SM, pop-ups, and events, which allows for the most control of messaging (vs supplier offers).
2. What is your Marketing Strategy?
Create a Database/Customer List – E-Marketing is the most cost-effective and offers the best return on investment (ROI) on your marketing.
Website – SEO/Text/Storytelling (use a form to subscribe or request more information).
Social Media/Blogs/Podcasts/Google Business/Reviews/Press Releases/Trade Shows.
3. Branding your Business – UVP (Unique Value Proposition)
Branding is the strategic practice of establishing a distinctive name, symbol, or design to set apart a product or service from others in the same category. It shapes the public image of you and/or your company. Creating a unique brand can give you a competitive edge. A strong brand can convey your distinct capacity to meet a market need or articulate the reasons why clients should choose you.
4. Think of “sales” as a verb
This is where many business owners do not spend enough time selling. Advisors need to be a good listener. The products and services you offer should resolve issues once you understand your client’s unique needs. I often say I’m a salesperson by profession, but I simply have the privilege of selling travel and tourism. Be confident in yourself, have passion for your service, and continue to build relationships. Choose the suppliers and people who you like to do business with.
5. Set realistic goals and be consistent in working your plan
Identify the most suitable tools for your needs, integrate them, and create your sales and marketing strategy. Dedicate regular time each week to implement your plan. Simply reposting a supplier’s offer on social media is not a comprehensive sales and marketing plan; it’s just one tool among many. By combining these tools and cultivating personal connections, you can foster sustainable growth for your business year after year.
