Greetings!
You know the importance of touching prospects and customers at different times using multiple marketing tools. How do you determine which tools to use?
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If there is a tool I must use it - NOT!
It used to be so easy
Before the Internet, marketing entailed a more traditional approach. Typical tools included mail (letters and postcards), phone (inbound and outbound) and even door-to-door selling (sales skills and brochures). Today, the list of marketing tools includes all those and so much more. The list can be daunting and can paralyze business-owners rather than having them embrace opportunities for growth. |
How to decideDeciding which specific tools to use is driven mainly by:
- Your product or service -what do you sell?
- Your market - who are your customers?
- Your goals - what is your objective?
- Your costs - what is your ROI?
Once you answer these questions in detail (and consider your competition), it will be easier to identify where you should focus your marketing efforts. For example:
- If your product has an easily targeted market and can be shipped, a pay-per-click (Google AdWords) campaign might be a great way to grow your market.
- If the service you provide is local in nature and requires a long sales cycle, then a regular mail or email newsletter is an effective tool to stay top-of-mind.
 - If you're seeking to build your brand and stand apart from your competition, a meaningful logo and a branding campaign will achieve your goals.
Some tools are new and exciting, however they may not be effective for your business. How many people follow your Tweets? How much time is Facebook taking? Sometimes a more traditional tool can provide a bigger impact to your bottom line (when was the last time you called your customers to ask for more business?).
Generally, a combination of tools achieves the desired results as customers require multiple touchpoints at different times to make a decision to buy.
- Figure out where your customers are and how to touch them, both in-person, online and offline.
- Test which tools return the highest ROI.
- Grow the tool with the highest impact to your sales.
In most cases there isn't a single tool that will have a dramatic impact on your sales. By using multiple marketing tools your prospects and customers learn about your business and how they benefit from buying from you.
Do you have comments or questions on this subject? "Like" us on  and post your comment on the wall! |
| How can Solutions for Growth help you?
By helping you determine what strategy and marketing tools to use! |
Through our experience, we can assist you in determining which tools are most effective for your business.  We'll review your current marketing strategy and tools and make suggestions for impactful new solutions. |
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"[David] will leave no stone unturned to help his clients increase their business."
Lynn Amos, Owner, Fyne Lyne Ventures
Sincerely,
David Fischer
914-980-0521
© 2010 Solutions for Growth LLC |
