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subject: Take A Multi-channel Approach To Your Marketing [print this page]


Marketing is one of the most important things you can do to create interest in your business. In addition, how you present yourself in your marketing is going to have a significant bearing on the size of your customer base, and the public perception of your business. It will affect the type of customer that your business attracts. More significantly, marketing will be one of the key factors that determines whether or not your business continues.

In other words, marketing is important. Extremely important. I might even go so far as to say it's the most important thing your business has going for it. (Aside from consistently turning out high-quality goods and services, of course.) With that in mind, it's important that you understand the basics of marketing, and why it's absolutely vital for you to take a multi-channel approach.

The Target Audience

Who are the customers that you want to target with your marketing? Before launching your marketing strategy, consider the following issues:

- Who, exactly, am I marketing to?

- Where do they live?

- What kind of vehicle do my customers drive?

- How much money do they have to spend?

- What values your customers think important.

This process has two names. In anthropology, it's called understanding the ethnography of a society. In marketing, it's called correctly identifying your target audience and establishing key milestones of information, from which you platform your marketing campaign. Whatever name you choose to give it, identifying your target audience is undoubtedly the most important step in establishing your campaign.

In simple terms, your target customers will be the people you want to buy what you're selling, combined with the people who will buy it. Knowing more about these two types of customers is necessary before you plan your next marketing idea.

Multi-Channel Approach

Think about how you listen to music. Probably, it's with a combination of platforms, from iTunes and YouTube to the television, car radio, and Pandora. Those involved in the music industry know this about their customers, and make sure their music is available on those multiple platforms.

You should take a similar approach to marketing your business. Yes, although many people admittedly search the Internet for business information, you shouldn't necessarily discount the idea of having a business presence on Main Street as well. It's also important not to neglect your local customers in order to attract international ones. Keep in mind that there are several other businesses vying for your international customers' attention.

This is where a multi-channel marketing approach pays dividends. The marketing savvy business owner should look to expand their customer base through paid PPC marketing, organic SEO and natural platforms across the web. They're also going to hand out business cards, post flyers, run specials. They may also hand out coupons and just about everything they can to make sure that their business is front and center in the eyes of every person in their local area.

Keep Your Brand Steady

If there's one thing I can't overemphasize, it's the importance of creating a consistent image. You want your company to be recognizable across each and every one of your marketing channels. It can be tempting to be "hip" for your younger audience and "sophisticated" for their parents. But, you must remember that everyone sees these ads.

Determine your business identity and promote it as much as possible.

by: Angie Tewis




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