Mashable’s definition of Marketing is a great place to start thinking about your own company’s marketing mix:
How do you decide what marketing direction is the best for you? That’s not necessarily an easy question to answer. You need to know your company, your product or service, your target market and the direction you want your company to go. Begin by writing out a marketing plan. Initially have fun with it play with it, then start to hone it down. Start with a list of questions and then fill in the answers. But do it a few times and set it up so your answers can’t always be the same as the previous responses. Look at your company and your business from a number of angles.
- drive sales?
- find new clients?
- build your brand?
- reach a new target market?
PR and media relations can achieve a number of goals, but before launching a campaign, you need to define exactly what your specific goals are. Once you have your marketing objective list, your next step is to review your marketing budget. How much can you realistically spend to achieve your marketing goals? Your budget is going to help define your approach. If you have thousands that you can dedicate to marketing each month you have different options than if you have a couple of hundred or less to put towards your marketing efforts.
If you have a finite marketing budget, your first focus should be on establishing an online presence, by building an easy to read, informational website that speaks to your clients’ needs. The Internet offers you a way to position yourself and your company online without breaking the bank, but simply having a presence on the Internet does not mean anyone is going to see it. You need to drive visitors to your site. This is when a social media outreach program, article marketing program and a blog can help.
But back to the PR question, although your budget will dictate how you’re going to implement your marketing campaign, your budget, or lack of it, does not need to stop you from utilizing media relations. Draw up a campaign blueprint. Then move forward. Don’t waste valuable marketing time trying to figure out if you should launch a PR campaign, focus on how. It is the one form of marketing that reaches your target market, offers you validation, credibility and establishes you as an expert in your field. Define your needs, your objectives, your budget, the most appropriate approach and move forward. The worst decision you can make is to do no marketing. That’s a sure way to go nowhere fast.
Copyright © Anthony Mora 2012
Marketing. Mashable. Retrieved May 24, 2012. http://mashable.com/follow/topics/marketing/page/2/