It takes a variety of ingredients to create a delicious dish. You cannot make a savory stew that will keep your guests coming back for more with just some cubes of beef. Other flavors are required to pull the whole concoction together, giving you the tasty results you are hoping for.
Being Everywhere
The same principles apply to creating a successful marketing campaign. Using only one method of communicating (or channel) with your target market will leave you with limited results. To effectively promote your brand, it is necessary to be in a variety of places; wherever your customers are looking. “Being everywhere” ensures you are top of mind the moment they are ready to purchase.
The rise of social media has many small business owners so worried they are missing the boat that they allocate all of their marketing dollars to this channel. Creating more personal connections with your customers who use tools like Twitter, Facebook, Instagram and LinkedIn etc is valuable. However, it would be a rare occasion if all members of your target market were only on these sites and ready to convert while using them. By focusing on just this channel, you lose out on the moments to connect with them while they are perusing the local newspaper, browsing the internet, or flipping through the mail.
Selecting the Variety of Ingredients
So, how do you choose which ingredients to use? Take the time to learn where your customers get their information. You can start by just asking them. Put together a quick email survey or add a small questionnaire to your customer intake paperwork. Always inquire how prospects heard about your company. Remember, it is imperative that you move beyond just collecting the information. Creating a referral database will help drive your marketing plan and ensure you spend your marketing budget wisely.
Don’t get stuck in a one-dimensional marketing routine that quickly becomes stale. Try a little variety – it’s the spice of life.
