It’s a dilemma faced by small and large businesses alike: which marketing strategies should we implement to best reach our customers? We are using marketing as a blanket term for any tactic that will get your products or services in front of your target audiences, including (but not limited to): public relations, advertising, digital marketing, SEO and grassroots/word of mouth.
At Frances Roy, we work diligently to determine the perfect marketing mix for your place of business. Our goal is to ensure that you reach the right people with the right messages to inspire action.
So how is this done exactly? Let’s break it down.
- Determine your audiences - who do you want to sell your products or services to? Historically, who is purchasing what you have to offer? We can get granular by creating customer profiles based on your current and prospective base. These profiles help us analyze purchase habits and forecast customer decisions.
- Research how your audiences prefer to be communicated with. What are the demographics of your target market? Are they utilizing social media on a daily basis or do they prefer to watch the nightly news? The answers to these questions will determine your strategy.
- Extra Tip: Survey your current customers by asking them what their favorite forms of communication are. The survey can include options such as direct mail, social media, websites, outdoor billboards, traditional news media - broadcast, newspapers, magazines, etc.
- Be selective about what’s included in your marketing mix. Does it make sense to place outdoor ads in your market? This is an expensive tactic that can eat into your budget, and you might have missed opportunities as you’ll have very little flexibility in changing your messaging (unless you choose a digital billboard option).
Overall, we would suggest incorporating as many digital marketing tactics as your budget allows to target prospective customers by using retargeted ads, social media promotions, email marketing, SEO and a variety of other tactics. These options are typically less expensive than traditional marketing strategies, and most digital marketing options allow for dialogue and feedback from your customers.
One of the strongest advantages of digital marketing includes the ease of tracking and measuring your goals. You will have the opportunity to evaluate if your campaigns are working in a short amount of time, and you will have the flexibility to adapt what isn’t resonating with your audiences.
Want to learn more? Reach out to us so we can help you reach your marketing goals!