Marketing can be tricky. How, where, when and to whom you market all depends on the specific needs of your business. The media mix that works for a physician will probably differ from the approach that will work for a coffee house. But then again, maybe not, maybe the same marketing mix will perfectly fit both and it’s only the approach and implementation that needs to shift.
Before you decide on and implement marketing, advertising, public relations or a social media campaign, do some soul searching and figure out what marketing approach is going to most effectively serve you and your company. Each company’s needs are different, which is why your approach needs to be individualized and tailored to your specific business.
When I launched my company I focused primarily in traditional public relations, that approach is still the most effective way to do if you want to reach your target market and gain the legalization and credibility that being featured in the media affords you. Appearing on a TV show or in a magazine or newspaper can separate you from the competition, establish you as a news story and present you as an expert in your field.
That is one approach, but there are several others that sometimes work on their own and other times work in conjunction with a PR campaign. A short marketing list would include:
- Traditional advertising (including print ads and commercials)
- Online advertising (including ads, banners, pop ups, etc.)
- Direct marketing (including flyers, mailers, etc.).
- Traditional public relations (including print, TV and radio)
- Social media (including Facebook, Twitter, YouTube, GooglePlus, etc).
- Email marketing
- Speaking Engagements
- Cold Calling
- Article Marketing
- Digital Media Apps
- Mobile Advertising
That covers a pretty good marketing spectrum. Chances are if you are doing some type of marketing outreach (which you definitely need to be) you’re utilizing one of the approaches listed above. But again the question remains, how do you know when to use which type of marketing approach? It took me a while to learn that this generally needed to be my first step when working with clients. First we needed to define the objectives. What did the client want to achieve with his or her marketing campaign? Once we have that defined, we then decide on which approach or which combination of approaches are best suited to meet those objectives. We developed a questionnaire to help clients define their needs, objectives and target markets, once we have that information, we then use that as a guide to help develop their most effective marketing plan and approach. It could be one approach or a combination. Or it could be an orchestrated sequential shifting from one approach to another. It all depends. Each business has its own specific needs. Before you jump into a marketing direction take some time to define your objectives, your needs and your most effective marketing approach. In the long run, you’ll be glad you did.
Copyright © Anthony Mora 2012
Petronzio, Matt. “47 Digital Media Resources You May Have Missed.” Photo. Mashable. 05 May 2012. 07 May 2012. <http://mashable.com/2012/05/05/digital-media-resources-39/>