A new customer typically consults dozens of sources of information to help them make a decision, whether it’s web content, reviews, testimonials, a video or other customers. You need to know where they go so you can make sure they find you and not your competitors.
Last time, we looked at a few different models you can use to decide how to grow and develop your business. Now it’s all about choosing your marketing tactics that will underpin your marketing strategy.
Here are some of the marketing tactics you can use
1. Print, such as brochures, sales letters and catalogues. Advertising can be found anywhere – on public transport, billboards, in newspapers and so on. Public relations, press releases and articles are also types of advertising.
2. Trade shows are another great way of showcasing new products and a brilliant opportunity to talk to customers, find out what they like about your items and how they use them.
3. Direct marketing utilises a good database and lets you send physical or digital marketing communications to people. This needs to be targeted, segmented, well-written and guaranteed to convert.
4. Personal selling is what your sales team does, and can include telemarketing, although it’s usually face-to-face. It’s about building relationships, getting under the skin of customers and finding out what they want.
5. Digital marketing tactics include your website, microsite or e-commerce site, or wherever you sell online through a third party. Social media, content marketing, PPC (pay-per-click ads), email, mobile marketing and display ads on are all digital marketing channels and tactics.
You need to pick the ones that will help you reach the people you’re targeting.
You may have the tools you need at your fingertips, but you can outsource these tactics quite affordably. Some of these things take more time than others – social media only takes a few minutes, but getting an article published means waiting for approval from an editor.
What is your marketing budget?
A good rule of thumb is 8-10% of turnover – the turnover you want to make, not what you have now. If you make this investment, you will grow your business. Decide what you can afford to do this at the moment, and where you may find the money if not.
Look out for the next post, which is all about the marketing plan!
Are you worried your marketing isn’t working right now?
If leads and enquiries are drying up, you’re not attracting the right customers or you’re not making enough profit – it’s time to investigate.
Don’t leave without checking to see if your marketing is roadworthy
Photo by Zoran Borojevic on Unsplash