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Have you ever wondered if you were wasting your money on advertising
and marketing? Wondered why you weren't getting the results you'd
hoped for?
Many factors could contribute to poor results, but the #1 mistake
many business owners make is not approaching their advertising
and marketing efforts strategically.
Having a marketing strategy means:
1. Deciding on concrete goals ("increase sales of widgets
by 20% in December").
2. Researching to find out who would most likely buy those
widgets in December, and how to best reach those people.
3. Determining the right mix of media in which to advertise,
which could include radio, newspapers, magazines, billboards, TV/cable,
flyers/posters, the Internet, direct mail, trade shows, and event
sponsorships.
4. Deciding on the specific message to communicate to those
potential widget buyers.
5. Developing a plan based on the information you've found
and the goals you've set, and carrying it out.
Just buying an ad here and there won't work. Just putting up any
old Web site won't be effective.
But a planned campaign of multiple print and/or radio ads, pointing
to a targeted and professional Web site, has the potential to increase
sales exponentially, especially if the Web is used to its full advantage.
The key is that each piece of advertising, each piece of marketing
material, each page of your Web site, must work towards the same
goals.
If you'd like to learn more about strategic marketing, contact
us. We will send you a free report with helpful information
on using the Web effectively, getting the most from your advertising
and public relations efforts, plus more marketing tips. Get
your FREE report.
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