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Small Business Must Rethink Their Approach to Marketing
Like most industries and disciplines, marketing practices have become fragmented and very confusing, with many small businesses not really understanding what they should be doing. The constant introduction of new services such as; social marketing, affiliate marketing and mobile marketing mean the choice of what to do has never been bigger. This is coupled with the ever increasing choice of media, we now have; smart phones, specialist internet radio stations and 1000′s of digital TV channels.
It is therefore exceptionally hard for small businesses to use a joined up approach to their marketing and often most of their efforts are seen in isolation and wasted. The increase in disciplines and mediums also creates an even bigger demand on the businesses cash flow.
Where Small Businesses Fail
It is a sad reality that most small business owners try to do a lot but ultimately these efforts fall short and fail to make a real impact. Most businesses will have a website, maybe a Facebook page and twitter blindly. They may also advertise in a local publication, send out mailers or flyers and do some form of networking but all of these activities are done in isolation with little thought for the overall message.
Marketing efforts do not work well in isolation. Whilst a great website or advert will inevitably deliver results, these results could be so much more if you use other marketing tools to create what we at Igneous Marketing call “The Multiplier Effect”. It is a well bounded about statistic that we only buy a product after at least 12 “interactions” with it. So before you bought that new car you may have first seen a TV ad which aroused your interest, then you saw a billboard poster of it which continued your interest, then your friends spoke about it in the pub and so on. The key is not simple repetition but the message displayed in a variety of forms.
Being Consistent
The key is consistency in the message. This is the core of any successful brand. What 3 words sum up your brand or company? It could be low cost, simple to use and reliable but do all of your messages state these 3 core attributes to the listener. It is doubtful. It even comes down to the type of media you use, for example, Facebook is seen as the hip, cool social media tool targeting young adults and teens. It is therefore not appropriate for every business, if that is not the image they aim to project.
The fragmented media issue also means you have little knowledge of who is saying what about you, if you go for a “total coverage” approach. For example, a customer of ours could not understand why business had dropped off in recent times. When we did a bit of an investigation it turns out a disgruntled customer had left a bad review of their service on a business directory that the customer had registered a profile on years ago. This could have been seen by 1000′s of prospect, all of which would have been put off by this 1 review.
Fail to Measure?
Measuring the effectiveness of your marketing efforts is also vital. It is also the biggest marketing mistake most businesses are guilty of. The phone rings, people continue to buy – job done! Not quite. The problem with this approach is your money is not working as hard as it should do. If you spend £1000 a year on a yellow pages ad, £500 on a website and £3000 on an ad in the local news paper which is the most successful? Don’t know? That’s right it is impossible to know but if you measure your efforts it could show the local ad is worthless and rather than waste £3000 next year you can add that to your bottom line or reinvest it into your website which brings in 500 customers a year!
Helping Hand
So what can we conclude? Well the key is planning your message and brand, only then can you begin to market your products and services. You need to choose you media carefully and ensure your core targets see you and your products as many time as possible, in many different formats. You also need to measure and review everything you do, otherwise all the expense and planning in the world is worthless.
About the Author
Igneous Marketing recognised the lack of joined up approaches by the SME market and that is why we developed our low cost, monthly marketing bundles. Visit us at www.igneousmarketing.co.uk
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