“I’m going nuts,” one of my private clients emailed me last week. She continued, “There are so many marketing techniques, how in the world do I choose the best ones for my business, without making massive mistakes?”
Putting together your marketing plan and your marketing campaigns can be a daunting task. You hear rumors that a specific marketing technique is a “must” for your type of business, yet you wonder: Will it really bring the desired results before I run out of cash and patience?
There are over 30 internet marketing techniques and another 50 or more traditional marketing techniques. How do you choose among these 80-100 possible marketing techniques to find the most powerful ones for your business? Here are some things to consider.
The Purpose of Marketing
First, let’s talk about the purposes of marketing. Knowing which goal you want for your marketing will help you choose the proper technique. There are thousands of books and websites on marketing, and by distilling them down to their core essence, we discover there are four primary purposes for marketing:
- Brand Awareness – Helping your target audience to become aware of you and want to learn more about your services and products.
- Lead Generation – Getting your target audience to request information and/or a sales conversation with you; also, for building a pre-sales relationship.
- Brand Consideration – Your target audience is considering buying from you or at least has included you in their short list of possibilities, along with your competitors.
- Direct Sales – Getting your target audience to purchase directly from you.
For example, you might use search engine advertising, like Google Adwords, for lead generation purposes, but it may be a poor choice for direct sales, especially if your target audience doesn’t purchase that way.
Category: Internet & Social Media Marketing, Marketing