Yes, we are all busy. Running a business, department, staff, heck – even a cubical can be challenging in this day and age. So when do you find time for marketing your business?
Of course we know we have to let the world know what great things we can offer them, but
Marketing is tough. It is! It’s time consuming, it’s stressful, it’s confusing, it’s overwhelming…. so let’s get started, huh?
How much is your time worth?
I ran across a post at smallbiztrends.com where Constant Contact surveyed companies and one of the take away’s I found interesting was that many small businesses spend upwards of 20 hours a week marketing. That’s quite a bit of time to carve out in our busy day-to-day lives. The article was a few years old, but that just tells me that it’s probably even harder today.
The biggest challenge in time is one we are all too familiar with. There are so many channels you can use, which ones should you be using? And how do you use them?
I love toys. Who doesn’t? Shiny new objects, cool new things to play with. That especially holds true in Marketing. We are introduced to neat, fun technologies and tactics all the time in the name of increasing engagement. The problem is clever doesn’t always scale in marketing.
Think of pURLs, integrated campaigns, and who remembers QR codes…? All of them so cool and could have a big impact on response and engagement, or if not used correctly, could be a waste of time, effort and money. The simple fact that a tool is awesome doesn’t increase anything alone. The trending technology won’t drive more sales just because you use it. The new tactic won’t increase your sales just case you added it to the mix.
When utilizing all the channels available to you in your Marketing Toolbox, one of the staples is, of course, Direct Mail. Often targeted as being too expensive or not having the impact it used to. But if done correctly, it is still one of the best ways to connect with your audience. Technology had provided a wealth of options is customization, relevancy, and targeting to make this channel not only viable, but one that should be on your short list.
In today’s society there are more ways than ever to reach customers, and just as many ways for businesses to benefit from that. In order for your message to be beneficial you must be where your customer’s are- and they are everywhere! This is why cross-media marketing plays a vital role in a marketing campaigns success; because it is the practice of interacting with customers using a combination of indirect and direct communication channels.
Websites, direct mail, social media, catalogs, email, mobile, and retail stores are all communication channels that businesses hope will enable customers to take action in response. Multi-channel marketing allows for customers to choose the channel that best suits them and by giving them choices you will actually increase your response rate.
Reason being is that multi-channel customers spend about 3 times more than single channel customers do. They have more control over their buying process so the more options available to them increases the chances of them buying your product or service. Another benefit is that multi-channel marketing allows for interactive marketing to become more prevalent and creates multi-faceted, stronger filled campaigns. This allows for communication to build brand awareness, customer loyalty and brand loyalty.
Ok, this might seem obvious to those of us who deal with this all day long, but I sometimes need to remind myself that not everyone is a marketer and they have their own business to run. They don’t do this everyday.
I just got off the phone with a client who asked my what I was referring to when I said 4/4 or 4/1 (4 over 4 or 1 over 1).