Marketing for smaller businesses can be a real struggle , especially in the early stages. Having to ‘get the word out’ on a limited budget can be hard when you must try to understand what the best-value techniques are to attract new customer.
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By thinking about just one type of ideal customer you are immediately closing your mind to other possibilities. Unless you have an incredibly niche product with very limited sales opportunities, then you’re going to want to sell to more than one type of person or business.
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One of direct mails great strengths is to help build up a localised brand as part of a wider marketing strategy attracting and engaging with targeted audiences.
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In the world of business, there has always been a noticeable divide between the roles of sales and marketing and until late, the two have always been recognised as two separate entities that work one after the other.
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Think of the strategy as laying the foundation. Imagine marketing is like building a house. If you go straight in for the roof or doors, they’re just going to fall down!
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The ultimate goal of any marketing strategy is to produce a return on investment in terms of increased sales for your business. Reporting on marketing, then interpreting and applying that data to achieve real results for businesses should be at the heart of any business.
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So…what is your tone of voice? In its simplest form, it is how you sound to others. It’s how you talk to people online, in meetings, pitches, over the phone, in your literature, on packaging – basically everywhere!
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Whilst you might think this is a reasonable thing to do and save money while sales revenue is a little scarce, scaling back on your marketing completely is not recommended, after all what’s a business with great people, products or services if no one knows about it?
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The question I’ve heard most during my 30 or so years in the marketing industry is … ‘Why isn’t my marketing working?’ Is that a question you’ve asked recently? If yes, then I guess the scenario is not enough traffic to your website, the phone isn’t ringing enough, and not enough people are buying?
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Knowing who your customer is and what they want to buy is crucial to the success of any new venture. Yet so many business owners get caught up in the “excitement” of new markets and customers, without really thinking through a proper plan.
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Marketing, Public Relations, Advertising …… a common misunderstanding is that these terms are interchangeable; they are not. When I meet a prospective client for the first time they are often confused by these terms so I thought I’d use this article to explain the differences between each of these terms.
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