When it comes to marketing, have yourself committed.
(This column first appeared on RIMOFTHEWORLD.net on September 12, 2011.)
My family and I survived another move. Although we’re still unpacking boxes and, in the process, have uncovered more junk than the professional organizers on Hoarders, things are finally returning to normal.
It was just a year ago we last lived the nightmare of packing up everything in one home and toting it to another. So we were reluctant to relocate yet again. But as soon as we saw the location of the condo, all four of us were sold. After eight years of living in Arrowhead, we finally have access to the lake. And we aren’t about to let little things (like lack of a boat, canoe or kayak) keep us from diving in.
All too often, entrepreneurs dabble instead of committing to comprehensive advertising strategies. But, in today’s competitive market, your campaign won’t succeed if you just dip your toe in the water. Don’t be afraid to take the plunge.
I recently met with a gentleman who wanted to hire my firm to handle his advertising. But he barred us from using Facebook, Twitter or a blog. He said that he would turn over the keys to his social media kingdom after we generated media attention for his brand.
“I’m not sure I buy into this whole social media thing,” he explained. “So I’ll let you set up those platforms after you get us on The Rachel Ray Show or Good Morning America. You can do it the old-fashioned way by writing press releases, running newspaper ads and making phone calls.”
I told him that his request was akin to asking a plastic surgeon to improve the appearance of a patient’s nose without using a scalpel. I doubt many doctors would be willing to accept the challenge.
Professional communicators have enough obstacles to garnering media attention and public interest in our clients’ products and services, as it is…let alone taking critical tools off of the table. Companies that don’t stand a chance of getting on Rachel Ray can still make a respectable name for themselves, faster and less expensively, using social media. Besides, any successful campaign incorporates a multi-pronged approach.
No matter how little or how much you have to work with, you can cover all of the advertising bases even if you’re doing everything yourself. This is my own short list for managing our clients’ comprehensive campaigns:
- Print—Although you might not have access to Madison Avenue copywriters, professional graphic designers or funds to purchase big media buys, you can do print advertising as long as have access to a computer and a printer. Start small but aim high. After you’ve built your business one customer at a time, you will be able to hire someone to help refine your strategy.
In the meantime, don’t neglect alerting folks about your brand by using paper and ink. No matter how popular the Internet becomes, there is something to be said for putting your message in writing and getting it into the hands of your target market.
If you can afford to hire a graphic designer and a copywriter, do it. Coming up with a catchy turn-of-phrase and adding visual interest will serve you well.
- 3-D—Participate in the real world. You need to rub shoulders with folks to get them interested in your products and services. Think chatting with folks at chamber of commerce mixers, networking groups and your son’s Little League games. Get involved in your own community so people have a reason to support your small business.
- Online—Strange that a relatively new business phenomenon is now compulsory. But it is. Pew Research reports that 58% of people do some type of online research before making a purchase of any kind. Is your company easy for them to find?
For free, you can add your business to review sites such as Google Places, Yelp, Merchant Circle, and Service Magic. You’ll be amazed at how much interest a free listing can generate. And for a modest fee, you can upgrade to a premium listing.
Don’t be worried about the potential for negative reviews. The nice thing about these sites is that you can address concerns and complaints immediately and publicly by posting them directly beneath positive notes or less than favorable comments. So go on in. The water’s fine.
Until next time, I’ll be Bowling for Business.