Out of 32 million small businesses, approximately 81% of them don’t have staff. That means one person is wearing every hat, including marketing. When you think you have a brilliant promotional idea, it can be tough to understand how to implement it and which marketing channels to use. To be a productive one-person marketing team, you need to have a solid grasp of certain concepts. That’s why Bradley Robinson Media is here to cover the basics.
The Difference Between Marketing Channels and Messaging
One fundamental is understanding the difference between your marketing channels and the marketing messaging, also known as communications.
Knowing Your Channels
A marketing channel is a road that marketers use to connect with potential clients. It’s a tool that marketers use to distribute product information or provide a service to their target audience. There are several types of channels including:
- Digital advertisements. Social media platforms can provide your business with insight into your customer’s actions, which helps you to speak their language.
- SEO marketing. Search engine optimization is all about increasing traffic to your site which gives you more opportunities to compel and sell.
- Social media marketing. Engage your customers through social media, reaching a huge potential audience mostly for free. When posting photos, use a photo size converter to adjust the dimensions to your specifications.
- Email marketing. There have been plenty of obituaries for email marketing since the advent of social media. However, for every dollar spent, businesses make $36 back.
Each channel has its own objectives and methods and can be key to improving profit margins and scaling your business.
Planning Your Messages
Messaging in marketing means figuring out how your brand can convey and elicit the types of feelings and emotions that will drive certain actions. Each channel has its own messaging and when you get to know key characteristics of your target audience, such as their pain points, you can better define their problem and present your product as the solution
Traditional Marketing Methods That Still Work
While the world has embraced digital marketing methods, there are a few offline ones that can still reap rewards for small businesses.
Social media is great but don’t discount the benefits of this old-fashioned approach. Using this free business card maker and passing out cards to potential clients is still a tried and true way to get the word out. Likewise, elevating your business card design to be more productive means that they stay in the hands and on the minds of potential clients up to 10 times longer.
While the volume of mail is declining, direct mail response is increasing. Done well, it can create a personal connection with prospects and make them more likely to open your piece and buy your product or service.
How to Know If It Worked
Close to 90% of marketers think that their business data isn’t being used to the fullest capacity. This means when you’re looking at the results of your recent advertising campaign, you need to know what worked and what didn’t.
By tracking key performance indicators, such as how many clicks or downloads each campaign generated, you can correlate clicks and sales. This creates a more tangible link between money spent and earned and drives more productive decision-making.
It’s All About Planning
Understanding where your target audience lives will help you to choose the best marketing methods and messages that will resonate. Learning about what your results are telling you makes every dollar you spend more lucrative.
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