Internet marketing may be the most talked about game in town, but is it the only game? Not hardly. We get so wrapped up in talking about the latest online strategy, that sometimes we forget that not everyone is tied to their computer.
Small Business Marketing is Not One-Size-Fits-All
For instance, while I do believe that nearly every business needs a website, how that website is used will vary within different market segments. Phone book advertising is another example. Is it a waste of money or money well-spent? It all depends on your market. Understanding your market is crucial to your small business success.
Learn All You Can About Your Market
This past week, I investigated the online market viability for a joint venture project. The results were disappointing, to say the least … low search traffic combined with intense competition. But at the other end of this venture is a person who’s investigated the local marketplace and her results show the opposite.
We’ve decided to move forward because we can reach this niche market using direct response marketing tactics. A search engine optimized website will be part of our marketing mix, but due to our research, we know that it’s going to take A LOT of time and effort before that website will pull its own weight, except possibly in some select local markets.
Market Understanding Drives the Strategy
So our unique marketing strategy begins with a direct mail campaign. We’ll supplement this with a couple of well-written direct response ads placed in relevant trade magazines. The website will still be center-stage, just not relied upon initially as a lead generating tool. Of course, Twitter, Facebook and LinkedIn will also be part of the mix.
Even in these recessionary times, opportunities abound. We’ll miss them if we are too focused on one prevailing idea. Take some time this week to think about your market. Gaining a better understanding of your market will help you identify new ways to reach it … leading to increased sales and improving your profitability. What is your unique marketing strategy? What tools are you using to promote your business?
Related Posts:
- Phone Book Advertising – Worth It or Not?
- What Is Your Website Visitor Looking For?
- Direct Mail – What Were They Thinking?
You make some great points here, especially to avoid the cookie cutter method. What works for one business and industry does not work for all. It can be difficult to determine what works best, but like you said learn about your target market and you can focus your strategies better.
I have none. I just react to circumstances like a headless chicken. Still beats having a regular job, however