article: How to Increase Marketing Cost-effectiveness


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Get more good clients. Keep more good clients. Reduce the cost per sale.

Avoid Direct Competition part 1     Articulate marketing - Law of Focus     Articulate marketing law of focus part 3

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Avoid Direct Competition (1 of 3)    Avoid Direct Competition (2 of 3)    Avoid Direct Competition (3 of 3)

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make and keep a true promise

For an independent business to get more good clients, keep more good clients, and reduce the cost per sale, it must make the right promise to the right people in the right ways. Strategic marketing integrates with brand management at always keeping that promise.

full toolbox here

Articulate clients have generated good net returns from traditional marketing communications since pre-internet times. Yes: Articulate Consultants can provide experienced expertise in pay-per-click (PPC) advertising, in landing-page optimization, and in evaluating organic and inorganic web-search results toward improving the balance between them as well as the click-through rates (CTR) and conversions they generate. Related matters, too.

risk awareness also

Yet, Articulate Consultants also understand how it can feel to pay a high cost per click, by necessity, only to find that many visitors to the landing page do not bother to read it before calling just to kick tires and/or signing up for a free e-newsletter that they might never read. These marketing tactics can focus too much on finicky tool-use and on-going improvements that often prove both elusive and costly.

shrewd strategy vital

No set of marketing tactics can truly enhance success if those tactics — no matter how expertly executed — do not implement a fundamentally sensible marketing strategy focused on generating desired results.

necessary insight

For example, Articulate Consultants understand that the idea of constant contact with their clientele appeals to many marketers. Yet, those same marketers count among the multitudes who feel the fatigue of their actual and prospective suppliers communicating too much to them too often. Thus, the experience of constant contact becomes counter-productive.

address the right questions

Consider accurate answers to these questions fundamental:

     Q: For what is your company actually best known?

     Q: Who intentionally bypasses your competitors to deal with you?

Articulate Consultants can help to get good answers to these questions, then to use the key messages within them to help attract more of the business you prefer.

true key messages instrumental

To ensure that key messages are authentic and effective, it is essential to find out how actual clients — particularly ideal clients — perceive your business: their perspective, their concepts.

let authenticity rule

Focusing on client-authenticated key messages informs better strategic decisions. The results can include measurable increases in the effectiveness and cost-efficiency of marketing efforts.

validate the market's values

Propagating key messages intelligently — in advertising and in the actions of your personnel — can validate the expectations of current and past clients while positioning your company as a go-to source for people who seek the satisfaction you provide.

lower costs = higher profits

It generally takes multiple contacts over time to foster the first transaction that cements a new business relationship. These factor into cost per sale and affect net profits.

Yet, the most reliable sources of low-cost sales:

  • more business per client.
  • qualified referrals from customers and suppliers.
  • client relationships that last (i.e. high loyalty, low attrition).

Articulate Consultants can help to attract more profitable business in these ways.

integrate marketing with brand management

While marketing encompasses everything that connects providers of products and services to their purchasers and final consumers, good marketing fosters brand attractiveness so that people bypass competitors to go to you.

regardless of company size or age...

From well-established companies to newly self-employed individuals, successful marketing in the long term focuses on brand. Integrated marketing and brand management wholistically consider the whole enterprise, aiming to ensure a consistent, appropriate experience of the brand at every contact.

name the problems you solve

Your market needs you to claim credibly what you can do for them in terms of the value you provide. When new customers respond by going to you, your brand must then deliver a fulfilling experience reliably. Mutually-beneficial repeat business may then follow.

clear comprehension + astute articulation for good results

Articulate marketing consultants gather and integrate real market intelligence into effective sales-support and customer-retention strategies to help increase brand distinction in the perception of the target market and to increase net profit.

start taking advantage

Since 1996, independent businesses in Canada and the USA have turned to Articulate Consultants for unbiased marketing expertise. To experience bright minds and clear communication focused on improving your marketing performance, Articulate Consultants. Click the link below to book a free discovery session.


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© Glenn R. Harrington  /  Articulate Consultants Inc.