Your Marketing Strategy In Three Steps
Effective marketing is the lifeblood of any business -- if nobody knows you are there, it's impossible to sell anything. Advertising is everywhere -- we are bombarded with it incessantly on a daily basis and it has been estimated that every day we are all exposed to at least 60-100 adverts, whether they are online, in newspapers and magazines, on the radio and TV, on billboards and on the sides of trucks and vans. It seems that everyone is competing for our attention and most people tend to tune out from most of it to avoid sensory overload. It can be hard for businesses to get noticed among the constant marketing razzmatazz.
The type of marketing your business should do may depend on the results you are after. For some products and businesses, a short-term campaign aiming to sell large numbers of products in a short space of time is the best strategy -- say for example you have a job lot of electrical goods to dispose of, so you undertake a mass e-mail marketing campaign or hold an online auction and offer your goods for a limited time. You might employ this sort of strategy for each separate product.
Other businesses employ longer term strategies to ensure a steady stream of customers over a longer period of time -- perhaps many years -- so their marketing strategies will be different. Perhaps they might take out a long running advert in a trade magazine and concentrate on their website SEO to attract customers searching for keywords.
The first thing you need to define is whether you are looking for short-term gains or a marketing strategy that will develop your business over time. Whatever your strategy, there are some essential ingredients that make up a good marketing campaign and they can be described in three simple steps.
Develop multiple marketing tools
There is a mind-boggling variety of marketing tools available such as banners, pop-up adverts, social media marketing, SEO, adverts in newspapers and magazines, vouchers and coupons, traditional media such as radio and TV, leaflets and posters, cards in shop windows, video and audio, e-mail, direct mail, telephone selling, trade shows, corporate sponsorship and so on and on…
Marketers and business owners are constantly trying to grab our attention in a different way and you also have to look for multiple marketing tools if you want to capture your prospects attention when they are ready to buy.
You may need to use different types of marketing to reach different target audiences and the key to this is knowing who your customers are -- again it is all about targeting your market and employing the right marketing tools to reach them. The more you know about your prospective customers, the easier it is to find them and ultimately this is also cost-effective for a small business.
Ideally you, you should always have several different marketing tools in place and play around with different strategies until you find one that works for your particular products.
Keep at it over time
Once you have found a selection of marketing tools that works you, you have to use them over and over again and keep at it over a long period of time. It is well known that the average person needs to be exposed to an advert or the same marketing materials at least seven times before they recognize it and respond by taking action. This means that you have to have a long term strategy to keep presenting your audience with your marketing message over and over again via different marketing tools. Keep the same message but present it in different ways.
Market in many places
Not only do you have to use many marketing tools, you have to use them in many different places. For example, if you have a brochure, you can give it out in your shop, you can mail it to people in their homes and businesses and you can have it available in offices, public places and complementary businesses. Your customers will be found in different places at different times and you have to try and cover them all with your marketing materials. For example if you are marketing a baby project to a new mother, you might find her in a young mothers group, in a baby wear shop, a local chemist, a supermarket, a doctor's surgery, a church, a park, online visiting baby related websites and forums and many other places. She needs to see your marketing message in multiple places, in multiple forms and over a long period of time before she will recognize you and respond.
Basically, a good marketing campaign will involve developing effective marketing tools, putting them in appropriate places and giving them enough time for your message to be noticed.