One of the most common questions I get asked is “What’s the best way for me to market my business and products?” And my answer is: “That depends…. on your industry, target customers, location, business, products and services!”
Today the buzz is all about Internet marketing – websites, social media, online advertising. The list goes on and on. But what about traditional marketing? You know – brochures, print advertising, trade shows and direct mail, to name a few. In our high tech world, is traditional marketing dead?
Make no mistake. While many marketing methods have changed drastically or gone by the wayside over the past few years, some traditional marketing methods are still alive and well. In fact, it’s often a combination of online marketing and traditional methods that packs the most punch when it comes to getting the message out about your products and services. When used together in a cohesive approach you have a stronger and more varied set of tools to reach your target audience.
The glue that binds all of your marketing methods together, whether online or traditional, is a solid marketing plan. While it doesn’t need to be a long document, it’s important to put thought and time into developing it. Four key components of your marketing plan include:
- Your target audience – Who is your perfect customer? What problems do they have that need to be solved? Why do they buy? What influences their decision?
- The unique advantage of your product or service. How do your products and services solve your customers’ problems? How do you stand out relative to the competition? What are your strengths? Why should your target customers do business with you? Incidentally, this information is vital to crafting your marketing message.
- The marketing methods that you’ll use to get your message out. Depending on your industry and target customers, this is often a combination of traditional and online marketing. And ideally, you’ll then lay out your game plan in a calendar for the year.
- A way to measure results. You will want to be able to see what is and isn’t working, and fine tune your marketing plan as you go.
After completing a marketing plan, clients often admit that in addition to having a marketing roadmap to success, the sheer process of digging into the business a little deeper usually results in a few surprises and a better understanding of the company. Although we’re already half way through the year, it’s never too late to start your plan!
One of the most common questions I get asked is “What’s the best way for me to market my business and products?” And my answer is: “That depends…. on your industry, target customers, location, business, products and services!”
Today the buzz is all about Internet marketing – websites, social media, online advertising. The list goes on and on. But what about traditional marketing? You know – brochures, print advertising, trade shows and direct mail, to name a few. In our high tech world, is traditional marketing dead?
Make no mistake. While many marketing methods have changed drastically or gone by the wayside over the past few years, some traditional marketing methods are still alive and well. In fact, it’s often a combination of online marketing and traditional methods that packs the most punch when it comes to getting the message out about your products and services. When used together in a cohesive approach you have a stronger and more varied set of tools to reach your target audience.
The glue that binds all of your marketing methods together, whether online or traditional, is a solid marketing plan. While it doesn’t need to be a long document, it’s important to put thought and time into developing it. Four key components of your marketing plan include:
- Your target audience – Who is your perfect customer? What problems do they have that need to be solved? Why do they buy? What influences their decision?
- The unique advantage of your product or service. How do your products and services solve your customers’ problems? How do you stand out relative to the competition? What are your strengths? Why should your target customers do business with you? Incidentally, this information is vital to crafting your marketing message.
- The marketing methods that you’ll use to get your message out. Depending on your industry and target customers, this is often a combination of traditional and online marketing. And ideally, you’ll then lay out your game plan in a calendar for the year.
- A way to measure results. You will want to be able to see what is and isn’t working, and fine tune your marketing plan as you go.
After completing a marketing plan, clients often admit that in addition to having a marketing roadmap to success, the sheer process of digging into the business a little deeper usually results in a few surprises and a better understanding of the company. Although we’re already half way through the year, it’s never too late to start your plan!
