Do you feel overwhelmed by all the noise going on in the marketing world? If so, you are not alone. The marketing industry has changed dramatically over the past decade, and none of us can afford to remain uninformed of the new technologies and opportunities available in the marketplace. But with so many avenues available, how does one prioritize and keep up with current marketing activities?
The fact is, there are many more marketing opportunities available nowadays than there were a decade ago. It is hard enough for a full time professional like me to keep track of it all – never mind if marketing is not your primary task, as may be the case for many small business owners. With that in mind, here are a few suggestions to help you manage your marketing activities more effectively:
1) Offer a valuable solution:
Spend some time to figure out how to convey your competitive advantages and core competencies in a unique way that communicates real value. Consumers nowadays are not only savvy researchers, but they are also much more budget conscious than they were 10 or 20 years ago.
2) Choose your activities wisely:
It would be naïve to assume that simply because one of your competitors is pursuing a marketing activity, it must be working for them – you would be surprised to learn how often companies continue with efforts that yield little to no return. Instead of blindly copying your peers, choose your marketing activities based on metrics or other compelling reasons that makes sense to your business.
3) Make good use of your time by synchronizing:
If all possible, try to connect all of your electronic marketing activities to avoid duplication of effort. Choose a platform to work from, and let automation propagate the rest. This will save you substantial time and help you keep your activities consistent.
4) Cross-promote to get the most bang for your buck:
Although we often suggest targeting your marketing activities for a higher ROI, cross-promotion can help increase your bottom line substantially by alerting customers to related products or services they might not have been aware of. Because of this, it can be beneficial to craft each of your marketing campaigns in a fashion that allows for cross-promotion.
5) Help your prospects make a decision:
Don’t force your prospective customers to jump through hoops – make it as easy as possible for them to convert. Offer outstanding customer service and guide them through every step along the way – not with pressure, but rather with compelling solutions to their needs.
6) Don’t be afraid to hire professionals:
If you feel that you can’t handle all aspects of your marketing, there is no shame in looking for assistance. Like your accountant and business lawyer, a marketing professional can provide valuable service that quickly pays for itself – you will find your company saving considerable time and money because things get done right the first time.
A savvy business owner knows not to try to engage in every single marketing activity available to them at once. Instead, choose the activities that make sense for your business and budget, and follow a consistent plan.