In a previous post we talked about marketing, the many facets of it, and some of the options that are available to us. One of the things we highlighted was the need for a good strategy when it comes to marketing.
What goes into a good marketing strategy?
Lots of things. Your marketing strategy should be crafted around your business, your community (even internet businesses have a community), your budget, your personality, and your goals. All with an eye to connecting with your ideal client/customer and persuading him/her that you are the only one it makes sense to do business with (for your product or service).
No other business can have quite the same marketing strategy as you (no matter how big or small you are) because no other business has quite the same mix of strengths, personality, and resources that yours has.
There are dozens of ways to market your business. Each of them has a particular strength and is recommended for a particular segment of business with a particular result in mind. They are NOT equally cost effective.
I know people who attend five OR MORE networking meetings EACH WEEK! (I am NOT suggesting that as a model for you.) I also know people who spend hundreds of dollars every week on advertising. (I am NOT suggesting that model for you, either.)
Your marketing strategy should include all the ways you want to connect with your customer. (Those are the tactics — the specific methods you will use.)
Prioritize your list
Once you have the list of tactics, you will want to prioritize it. The most cost effective (for you) should be at the top. (This implies that you can measure the results of the marketing effort so that you know how effective it is. Right off the bat, this presents problems for some marketing tactics. That doesn’t mean you won’t use them, just that you won’t prioritize them very high.)
As you go down the list, you will have marketing tactics and methods that make sense for you, but only when you have already done the more cost-effective ones above them. Finally, you will have some that make sense for your business only when you reach a certain size and have discretionary budget to spend on it. (The ones that you can’t measure their effectiveness fall into this group.)
There are also some methods that will never be a good match for you and your business. Those should not even be on your marketing strategy.
There are, also, a few that may belong on the list, but only conditionally. (If you can place the marketing materials in the right hands at the right time in a cost-effective way, it can make sense. Otherwise, it won’t.) For instance, a promotional ad for mechanics tools on a calendar that primarily gets hung in beauty salons and spas is not a good use of your marketing dollars. The same ad that gets hung in auto parts stores, sports bars, and machine shops might be a worthwhile tactic.
Once you have your strategy, you know what you need to focus on (for marketing). With that knowledge you are equipped to make better decisions about your marketing. Additionally, you have the beginnings of a checklist for marketing that is tailor-made for you.
With a strategy in place, don’t be surprised if you end up with MUCH more effective marketing, while spending less.
Need some help figuring out your strategy? Maybe a 30 minute laser coaching session is what you need. But don’t take my word for it. Listen to what Ann Convery (International Media consultant, Author, Speaker) has to say: “Thank you very much for NAILING how I needed to frame my [offer]. I knew you were good but you’re a human laser!” Will you be the next one to get the clarity you need? Contact me and let’s find out.