Does your marketing strategy consist of only one or two tactics? I can’t count the number of times I have read a business profile online or in the newspaper where the business owner is asked, “how do you market your business?” The number one response is usually, “Well, we rely mostly on word of mouth or customer referrals.”
While I’m not discounting the value of word of mouth marketing (it can be very effective), relying solely on this to drive your business forward is very dangerous.
What about those of you who would respond, “Well, we have a website and do some search engine keyword advertising, and sometimes we send out an eNewsletter or printed newsletter.” Or what about, “We make some sales calls and do some networking.” Shame on you!
Some companies are lucky and can survive on a few marketing tactics alone, but they are drastically limiting their potential revenue opportunities. Why not utilize as many tactics into your marketing plan as you can?
Not all marketing activities cost money. Many of them only require a few hours of your time or a few additional dollars (you’d be surprised). And don’t tell me you can’t find 30 minutes a day to devote toward marketing your business. Surely you owe it to yourself and your business to try something new. Quit making excuses!
Fact: The more opportunities your prospect has to see your message, the greater chance they’ll respond and take action (buy your product, contact you for more info, etc.). Experts say that it takes an average of 8 to 12 impressions in order for a prospect to notice you and respond. That’s a lot of sales calls or referrals! Why not have your message in multiple places so that you are the first thing that comes to mind when the person thinks to purchase your particular product or service?
The Marketing Mix: Here are some marketing vehicles to get you started. How many of these can you incorporate to your current strategy?
- Search Engine Optimization
- Search Engine Marketing (Keyword Advertising or Pay Per Click – PPC)
- Online Advertising (banner ads, online classifieds, etc.)
- Email Marketing
- Email Newsletter Advertising
- Publicity/PR Efforts (sending out press releases, contacting reporters, etc.)
- Article Submission
- Print Advertising
- Broadcast (TV/Radio) Advertising
- Event Sponsorship (Industry or Nonprofit)
- Live Seminars or Speaking Engagements
- Referral or Incentive Programs
- Directory Listings
- Yellow Page Advertising
These are just a few ideas. Imagine the results if you added just one or two of these additional tactics to your marketing mix, rather than relying on your standard or “tried and true” methods to generate leads. Remember, if you continue to do what you’ve always done, you’ll continue to get the same results. Is that good enough for your business? If you want more than that, I think you know what to do. So get out there and do it!