To the trained and well educated business owner, this question may seem simple to answer, however you’d be surprised how many of those same business owners actually do favour one form o marketing over all others. Short term this isn’t such a big deal, especially if that marketing format works for your target market, but what happens when your market changes, ages or possibly disappears? Let's explore why you need more than just one marketing tool.
The idea of marketing is to reach the largest number of people within your target market at the lowest price with highest conversion. Whilst a single marketing tool might do this for a period of time, you need to make sure you are testing and measuring to get on top of any changes that might happen. You also need to make sure that you introduce new forms of marketing to them so that they don’t get bored.
We all have that email address we use to register for things online. Free e-books, reports, gifts and more but we don’t actually check it unless we have to. How many people on your email marketing list have given you one of these emails? You could be wasting a decent amount of time and money on an audience who aren’t really receiving your message. How do you change this though? Great question!
Cross marketing. If you have a range of products and/or services, try marketing across them instead of just marketing them in isolation from all the others. If you’re a vet but you also sell a specific brand of pet food (maybe your own line if you’ve done the right ground work), then why not include information about his in your blogs or email newsletter. Another idea is to send a physical sample to your post mailing list. This might seem expensive but so few people receive physical mail these days, that when they receive lumpy mail they can’t help but tear it open. You will stick in their mind and they will feel like you’re serious about what you’re selling.
The idea behind coming at your target market from more than one angle is simple. Being front of mind. By appealing to multiple aspects of their personality or buying persona, you ensure that when they are thinking about purchasing the type of products/services you provide, you’re right there in front of them. This can be applied to your branding strategy as well through merchandised gifts to your existing clients or even targeted marketing campaigns to hot prospects. If you’re not doing it the same way every time, they won’t feel like you’re badgering them to buy AND you’ll get more chances to put yourself in front of them.
If you would like to learn more about how to better reach your ideal customer using your marketing mix and implementing a workable marketing plan, you need to learn:
We cover these and much more in our monthly Business Accelerator workshops. Slowly introducing tools, strategies and techniques that address these and other key areas allows you to effectively and manageable learn and implement what you need to in your business to get the results and profits you deserve.
This article was prepared by Ant Ulijn, Social Media Extraordinaire and Values Alignment Expert from emanation. If you found this information useful, please comment below, subscribe above and like us on Facebook for more great content like this.