Used under Creative Commons

Used under Creative Commons

Are you leaving your marketing up to chance?

You know, you work your backside off day and night and suddenly someone comes in to your business offering to place an ad for you in their directory. Maybe, in exchange for sponsoring the local little league team, you get a full-page ad in the school programs for the entire summer. Maybe you just bought a year-long subscription into the yellow pages because the rep told you that you’re covered online and in the book for the entire year. Wow, pretty random, wouldn’t you say? So why not take control of your marketing? You wrote a business plan to get your business goals in place, why just make your marketing a line in your budget and not be fully prepared to review it, adjust it and make it work for your business? You are here to make money, not to give it away to every joker that walks through the door with the latest and greatest “ad campaign”.

Used under Creative Commons

Used under Creative Commons

So, do you know how much business you’re really going to get from that program? Depending on your products or services it could be a big fat zero! THINK about where your ad dollars need to go by considering a few things first:

Number 1:

Who is your customer, and where do they hang out? It doesn’t do you any good to spend money on a school ad campaign if your product or service only appeals to those that are 50-years- old and up, right?  And branding only works if people know who you are, care about what you have to say, and know that your product or service is capable of working for them.  So that program with all those service organizations in it from the school is not likely to last in many hands beyond one night… except for those with kids in the program.  And those programs are going in the scrapbook, not to be seen for another 20 years or so.

Social Media Marketing

YouTube Generation

Number 2:

 

What is your marketing goal? Are you trying to build an email list or make a sale conversion? Are you building a website or trying to get more traffic to your site and your brick and mortar location? When you put your goals into action, can they be measured for effectiveness? Write down every marketing game plan you can come up with. If it’s a local print ad campaign, radio spots or TV media spots; adding audio or video to a website; maybe even just building your local word of mouth via blogging, networking or keeping your print ads focused on the locals, the strategies need to be outlined, then budgeted, then clearly defined, and THEN you can make the purchases.

 

Branding Iron

What Does Your Brand Say About You?

Number 3:

Write down every marketing game plan you can come up with. If it’s a local print ad campaign, radio spots or TV media spots; adding audio or video to a website; maybe even just building your local word of mouth via blogging, networking or keeping your print ads focused on the locals, the strategies need to be outlined, then budgeted, then clearly defined, and THEN you can make the purchases.

Successful Business Marketing Is Not Random

Number 4:

Finally, look carefully at the tools you have available. Are you a DIY’er that knows how to issue a press release? Are you an event planner to arrange an in-house event and generate the buzz? Do you effectively use the technology, tools and “other people” to add elements of excitement and create that all important “call to action”? If you are a random marketer, you’re going to get very random results Get your focus in gear and make that plan. Be sure to revisit and revise quarterly or even more often if you feel it needs it, and stick to your budget and your guns.

#marketingonabudget #DIYmarketing #technology #makeaplan #goalsetting #advertisingfordummies #calltoaction

Connie Spicer is a Vero Beach geek and multiple business owner, dedicated to encouraging small business owners to step outside their normal routines and take a chance on new technology and knowledge.  She has been blogging for many years, and currently maintains 3 websites and a number of social network pages.  She has been coaching local small businesses for the past several years, speaking publicly on such topics as: “Marketing on a Shoestring Budget”, “Building Your Business with Technology”, and “Video and Your Business Website: Why It’s A MUST”

Go Talk Fusion

Go Talk Fusion

[notelr code=”amazon534b91cd536f57.69864621″ type=”amazon” size=”250″ color=”light”][notelr code=”amazon534b9823ae1654.05474700″ type=”amazon” size=”250″ color=”light”]

Leave a Reply