Just type in ‘free photos’ in Google. Make sure you download images of the quality you require (photos for websites can be low quality but photos for print need to be higher) and always look at the terms to ensure you don’t infringe on copyright. Some stock photos are only for specific purposes or require you to credit the photographer or website.

If you’re in a hurry and don’t have the time to search for a good photo website, try PhotoXpress. You can sign up for a free account on PhotoXpress and download photos straight away, plus the terms and conditions aren’t onerous.

Check out some of the free photo sites and improve your marketing communications today!

Your target audience consists of the people and businesses that are most likely to need and want what you have to sell. Before you create a marketing plan for your business, it is critical that you define your target audience and create an ideal client profile so you can attract this audience with your marketing. Once you have identified your target audience and ideal clients you will find it so much easier to design your marketing plan around their identity and their needs.

Some of the questions you may want to ask when defining your ideal client are listed below. Not all questions will be applicable to your ideal client, so pick and choose the questions based on your needs.

• What is his or her age?
• What is his or her gender?
• What is his or her marital status and do they have children?
• Where do they live?
• What is his or her income?
• What is his or her educational level?
• What is his or her hobbies?
• Is this person involved in any organized sport?
• Does this person own a business?
• In what industry is his or her business?
• Is his or her business located in their home?
• How big is his or her business?
• What is his or her annual revenue?
• How long have they been in business?
• Who is his or her ideal client and do you know how to reach them?
• What tasks and issues does this person hate to deal with?
• What problems does this person have?
• How can you solve these problems?
• Will this person pay for what you offer?
• Has this person worked with someone like you before?
• Where can you find him or her?
• Does this person belong to any organization such as a trade association or volunteer group?
• Do they read any industry or entertainment publications?

Once you have answered the questions and created the ideal client profile, then you incorporate this information into your website and other marketing materials. You’ll waste less time looking for clients, and when you find them they will be more likely to hire you. Ideal clients will inspire you, make you feel confident, pay you what you’re worth, praise you, and refer other clients to you without being asked.

Another way of defining your ideal client is to look at past and present clients. Which of these clients did you enjoy working with the most? Pull those client files and list their characteristics based on the questions above. To help you concentrate on which marketing methods worked best in the past, client attraction mentor Fabienne Fredrickson, recommends you ask how your favorite clients found you.

Perhaps the most important benefit of this process is that you will be empowered to fire clients who drive you to distraction, and you will not waste time trying to get an unsuitable client to sign a contract with you! You deserve to work with clients who bring out the best in you-so don’t be shy, and get started on finding your ideal client!

© 2010 Davis Virtual Assistance. Publication rights granted so long as article and byline are reprinted intact, with all links made live.

I would like you to discover the benefits of having a marketing assistant to help you profile your ideal client, and then help you determine how to find them. For more information on this and other marketing services offered by Bonnie Jo Davis, visit http://www.your-marketing-assistant.com.

The new site features an improved design and look, new features, improved userability and loads of information, news and tips on marketing communications for businesses.

Some of the features are due to the fact the new website has been developed using content management system (CMS) technology – in this case one of the world’s leading CMS and blogging systems, WordPress. If you are interested in finding out more about CMS and whether it might be a good option for your next business website, contact En Pointe.

Without a plan it’s possible, if not likely, a business’ marketing communications will end up being haphazard, more expensive than necessary and unsuccessful. So what do you include in a plan? Virtually everything you can think of that will help you determine the best way forward. It’s also wise to ask other people, including, if possible, some of your customers or potential customers. Sometimes you can be too close to the business to know all the answers.

What do you want to achieve through your marketing communications?

It’s always good to have something to aim at. Be specific, be measurable, be achievable and don’t be too conservative. For example, to increase my customer base by 25% in the next financial year is specific, and easy to measure and most likely achievable with a bit of a stretch. You may find you’ll have several aims – list all of them.

Who is your target customer?

Who is your ideal customer? Who is likely to want to purchase your products or services?

Try to add as much detail as possible. For example, you might decide lawyers are one of your target customers, but add to this by listing where they are located, whether you’re targeting small, medium or large firms, and whether they specialise in any particular field. Then think about who makes the decisions in your target firms or households: owners or managers, sex, age, ethnicity, etc.

This work isn’t meant to limit who you would take on as a customer. The details will simply help later when you’re developing your plan, your messages and where and how you deploy them.

What are your products or services?

This might seem obvious, but surprisingly a lot of business owners/managers don’t necessarily know much about their products and services and can’t describe them in a way that most people can understand. If there are too many to list, just list the major categories.

Why should people buy your products or use your services rather than your competitor’s (your key selling points)?

Are you the cheapest or are your products or services premium quality? Is your service exceptional? Do you have the biggest range? Do you have free delivery? Do you make a coffee for your customers while they wait? There are too many possibilities to list here but it’s a good idea to list everything that is relevant to your business.

These points are often called your unique selling proposition but I believe you don’t have to be unique to succeed in business. You just need to do what you do well, and promote yourself just as well.

Does your business have a key message (e.g. McDonalds – I’m lovin’ it)?

Personally, I like these key messages. They succinctly tell something about your business; something that the customer can expect when they walk through your door (or your virtual door, as is often the case these days.) The key message should go hand in hand with ‘why should people use you’. For example, many businesses have a key message indicating they have the lowest prices, because that is one of their key selling points.

What image is your business trying to portray?

This is another question that goes hand in hand with your key selling points and key message. Do you want to be seen as professional, stylish, cheap, glamorous, etc.? Remember, it’s no point simply trying to portray an image in words; you have to live it. In my experience, customers don’t like businesses who can’t deliver what they say they can.

What is your budget for marketing communications?

You don’t need to spend a fortune and, if you’re like most small businesses, you may want to do thing a bit at a time. Get your business cards now, then a few months later a website. Next year, invest in a flyer and start an email marketing campaign. However, don’t be stingy; not spending enough money on marketing communications can hurt your business.

What skills do you have in your small business? Can anyone write, take photos or design a website.

Ask your staff – if you have any staff – as you may be surprised.

]]> http://www.enpointeconsulting.com.au/marketing-communications-plan/feed/ 0