While enduring one of the worst economies ever, many small businesses have been forced to abandon efforts of growing their business in favor of simply surviving. As economists debate over stabilization, one thing is becoming clear; there is still a very real market out there for your business to THRIVE in instead of just trying to survive.
As consumer confidence continues to climb, capturing the attention of these customers will favor the bold, not those holding the purse strings tight. In fact, companies solely focused on holding costs down in efforts to survive will likely find themselves left behind with little to no customers in sight.
In order to get back into the game businesses need to shift the paradigm of focusing on cost, and instead focus on return. Today’s businesses too often look at opportunities by asking, “How much will this cost me?” By narrowly focusing on cost, the business views an opportunity as an expense, rather than what it is: an investment. Businesses don’t spend money just to spend it, they spend it to make more.
Accordingly, opportunities need to be evaluated on what the potential returns are, a process that will measure return against the cost.
Recent years have brought significant changes in the manner that consumers communicate and purchase; changes that have created challenges and opportunities for businesses. The most important question for businesses today is how to connect with potential customers in a manner that drives the most return?
The reality is that there is no one way to connect. If consumers are using multiple channels to research and shop then you need to make sure you’re represented in multiple channels. To do this you need a an integrated multi-channel marketing approach.
Many businesses think that they’re already doing this, and many are. However, most aren’t doing it well. Unless these channels have been aligned to work in unison then all they’re doing is creating more confusing noise. That noise may be the difference between being remembered and just being those “other guys.” The goal is to make sure that all your marketing channels are integrated.
in•te•grat•ed (adjective): made up of aspects or parts that work well together
- Website
- Direct Mail
- Social Media
- Sales
When all of the above channels are working synergistically, your potential customer hears a clear and concise message, which increases the effectiveness of each individual channel. This will collectively increase the effectiveness of your overall marketing campaign.
This six part guide will either help you refine the marketing efforts you’re already making, or they’ll help you to establish a presence that will put you on the track to thriving in today’s market.
Maximizing the WEBSITE channel on Friday!