Pay per click, social media, direct mail, email blasts, content marketing, tradeshows, online ads, billboards, radio, and the list goes on and on. How does a small business owner or marketing leader determine the right marketing mix to drive consistent sales, increase customer count, and promote brand loyalty?
Tip 1: Choose the right providers so you can execute with flexibility. Choose providers who aren’t transactional but seeking to establish a partnership based on performance and deliverables. A great partner offers transparency and value-added tools beyond the core product or service. They earn your business and loyalty through great service not binding contracts.
Tip 2: If you can’t measure it, don’t do it. Technology enables us to measure marketing to a T. Whatever your key performance indicators (KPI’s) are, your marketing choices should be easy to track and benchmark. Determine your baseline KPI’s upfront, establish reporting procedures, set expectations and routinely monitor progress. Don’t assume it's working, know it!
Tip 3: Target the right audience. Don’t cross your fingers and rely on luck in hopes your message will reach the best prospect, narrow your focus when selecting your audience. It’s proven to produce the best response rates and much more cost effective. Mass marketing is like trying to find a needle in a haystack � it’s a waste of time and energy/resources.
I personally use these tips when I'm asked to allocate dollars for marketing, I hope you find them helpful. Additionally, we are constantly performing research and gathering hard statistics from reputable business resources to help guide your marketing decisions. Check out these astounding stats!
"More commerce is driven and wealth created by direct mail than any other media." - Entrepreneur Media, Inc.
Tim Ross
President
|
