In any job it's important to understand what tools you need and how to use them properly. Marketing your business is no exception. You don't need a garage full of every single tool from the hardware store to get the job done, but you should cultivate a carefully curated tool box that has the essentials that you need. We have put together a list of some of our favorite tools to build a great marketing machine.
This is probably the most recognizable and familiar marketing tool. This is anything printed. Newspaper advertisement, press release, mailer, leaflet, pamphlet, flyer, business cards, letterhead, basically anything that you can hold in your hand and hand to someone else. Some people say that this is still the most important and worthwhile form of marketing investment. Others say that print is dead. I'll let you in on the worst kept secret in the design world. Neither of these are really true. Print has its place, but isn't necessarily the go to that it once was. When considering how to produce a particular piece of marketing material a careful assessment on your particular goals, audience, and venue will help determine if this is the best route for your organization.
This is the hot trend and buzzword riddled option that can have you pulling your hair out if you're not careful. Digital for the most part just means online. This could be a website, Facebook page, Google ads, etc. The overwhelming benefit of anything online is the specificity that it allows you to dial your marketing in to. Where print is a shotgun effort aimed at hitting everyone in the hopes of reaching a select few, digital is a tool of precision that helps you target the right people the first time around, and gain valuable data that will help you make more informed choices in the future. A healthy balance of print and digital is usually a good option based on an organizaiton's specific needs for each.
This is one of the dreaded buzzwords of digital marketing. If you are not careful you will have someone convincing you that if you hit a certain number of "likes" all your problems will be solved. Unfortunately it is not that easy and it doesn't really work that way. Social media platforms do offer a lot of opportunities for businesses that are looking for effective marketing strategies. These platforms are not just limited to Facebook either. Instagram, LinkedIn, Twitter, and many more all offer their own pros and cons that if utilized properly can be a great investment of time and energy to promote your efforts and build a community of dedicated clients.
Don't underestimate the power of a well written, well designed, regularly occurring newsletter to build a committed customer base. This is an often overlooked tool that has the most chance of paying dividends over the long term. A well produced email marketing campaign can drive sales, find new customers, keep your existing feeling special and exclusive, and keep an open line of communication with you and the people that keep you in business. With services like MailChimp, Constant Contact, and a host of others it's never been easier to build a successful email based marketing strategy.
Do You Know Your Tools?
If you do then congratulations, but also why did you read this whole thing?! If not, hopefully you have a better understanding of what some of the major pillars to a successful marketing strategy are and you've got your wheels turning. When you have tools and know how to use them, there is nothing you cannot accomplish. Keep up the good work and good luck on your adventures in the wild world of contemporary marketing.