Marketing is More Than Just Advertising
This might sound strange coming from a guy whose business relies on advertising revenue. But, your marketing is a lot more than just advertising.
Too many small business owners focus on buying local ads as the only way to generate new business. It's not that you shouldn't buy local ads if you want to reach a local market. But, before you buy any advertising, you should know what you're trying to accomplish. And that goal comes from your overall marketing plan.
Let's back up a moment. Start with your business goals. What would you like to accomplish this year? If you want 20% growth in revenue and a similar growth in profits then you'll need more sales. You'll need to attract new customers or get additional sales from existing customers.
Either way, marketing is what will help you reach your goals.
Marketing is all about figuring out who you want to do business with and sending the right message to them so they will want to do business with you. It helps you create awareness of your product, service or brand, among your target market, so they believe you can help them accomplish their goals (as they relate to your product or service).
Advertising is one way to deliver your message. But it's only ONE way. Depending on your specific business, you could have hundreds of ways to reach your target market.
The best local marketing puts your message in front of your audience in a variety of ways. The more ways someone hears about your business, the more they will remember you and the more credible your message is. Try to find at least five different ways to deliver your message to your target audience.
Remember, your marketing system exists to deliver exposure. It exposes your target market to your message. Your goal is to obtain as much exposure as possible within your budget.
If you have a huge budget then you have a lot of options. if you have a small budget, then you have fewer options. No matter what your budget is though, you should look at different options to deliver your message.
So, plan your marketing expenditures and think of them in terms of buying exposure. Make sure they all work together and you'll get better results for less money.
