The
Marketing Mix: Are you Limiting Yourself with your Current
Marketing Strategy?
By Susan Young, President, AimFire Marketing
February 2007
Does
your marketing strategy consist of only one or two tactics? I
can't count the number of times I have read a business profile
online or in the newspaper where the business owner is asked,
"how do you market your business?" The number one
response is usually, "Well, we rely mostly on word of mouth
or customer referrals." While I'm not discounting the value
of word of mouth marketing (it can be very effective), relying
solely on this to drive your business forward is very
dangerous.
What
about those of you who would respond, "Well, we have a
website and do some search engine keyword
advertising, and
sometimes we send out an eNewsletter or printed
newsletter." Or what about, "We make some sales calls
and do some networking." Shame on you!
Some
folks are lucky and can survive on a few marketing tactics
alone, but they are drastically limiting their potential revenue
opportunities. Why not utilize as many tactics into your
marketing plan as you can? Not all marketing activities cost
money. Many of them only require a few hours of your time or a
few additional dollars (you'd be surprised). And don't tell me
you can't find 30 minutes a day to devote toward marketing your
business. Surely you owe it to yourself and your business to try
something new. Quit making excuses!
Fact:
The more opportunities your prospect has to see your message,
the greater chance they'll respond and take action (buy your
product, contact you for more info, etc.). Experts say that
it takes an average of 8 to 12 impressions in order for a
prospect to notice you and respond. That's a lot of sales calls
or referrals! Why not have your message in multiple places so
that you are the first thing that comes to mind when the person
thinks to purchase your particular product or service?
The
Marketing
Mix: Here
are some marketing vehicles to get you started. How many of
these can you incorporate to your current strategy?
-
Search
Engine Optimization
-
Search
Engine Marketing (Keyword Advertising or Pay Per Click -
PPC)
-
Online
Advertising (banner ads, online classifieds, etc.)
-
Email
Marketing
-
Email
Newsletter Advertising
-
Publicity/PR
Efforts (sending out press releases, contacting
reporters, etc.)
-
Article
Submission
-
Print
Advertising
-
Broadcast
(TV/Radio) Advertising
-
Tradeshows
-
Event
Sponsorship (Industry or Nonprofit)
-
Webinars
-
Teleseminars
-
Live
Seminars or Speaking Engagements
-
Workshops
-
Referral
or Incentive Programs
-
Directory
Listings
-
Yellow
Page Advertising
These
are just a few ideas. Imagine the results if you added just one
or two of these additional tactics to your marketing mix, rather
than relying on your standard or "tried and true"
methods to generate leads. Remember, if you continue to do what
you've always done, you'll continue to get the same results. Is
that good enough for your business? If you want more than that,
I think you know what to do. So get out there and do it!
Susan Young is
president of AimFire Marketing, an Indianapolis, Indiana-based marketing,
public relations and website development firm that works with
growing companies to implement effective marketing
communications programs. You
can contact Susan and learn more about Aim Fire Marketing by
visiting www.aimfiremarketing.com.
Copyright
- AimFire Marketing. You can reprint this article on your
website or eNewsletter by including this statement and the above paragraph.
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