When people tell you there is a new marketing tool that’s going to revolutionise your business then take that news with a pinch of salt!
Marketing is a slow game. It requires planning, a budget, time to identify who your target market audience is, time to understand your competitors and the unique selling point you have over them, you’ll need to test marketing methods to see what works best for you and only then you can contemplate how you should market and when.
There’s no point using SnapChat to target over 60’s for example or advertising a teenage product in a blog geared up to middle aged businessmen.
Marketing works for your business when it combines brand awareness, good PR and all round mixed marketing components. An expensive advert in one issue of a magazine is unlikely to get you the sales you need for the year.
Think as creatively as you can about the everyday journey of your potential customers; what do they read, what social media do they use, what key words do they search for on the internet, are they radio listeners or do they watch certain things on Youtube? This information will help you to choose a mix of marketing; some free and some paid for. Most of all it will have the best chance of giving you the necessary rule of 7 ie the 7 points of contact that are generally required before someone makes the decision to buy.
A new marketing fad will generally be just one part of the mix. And it will take time. If you give up on your marketing then your business will give up on you!
Author: Denise Wilton
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