How do I choose the best options for promoting my business?
By knowing your customers.
There have never been more options available to advertise and promote your business.
Traditional? Digital? Ofﬂine? Online? Above the line? Below the line? Social media? Public relations? Direct marketing?
Knowing your customers, not superﬁcially, but deeply understanding where they live, what they like to do, and how they think, will help you through what can be a mineﬁeld of choices.
All advertising channels are based on delivering customers and breaking down the demographics so that you can match them with the details of your customers. The more detail you have on your current and potential customers, the better the position you’re in to start honing in on the right options for promoting your business and reaching more people.
Of course the size of your budget will also determine where you focus your promotional initiatives. The challenge lies in devising a plan that maximises your reach within your budget.
This often means combining a number of options that allow you to maintain exposure over a determined period of time.
And yes, there are often compromises that need to be made, but making sure you’ve made the best compromise in relation to your advertising and marketing objectives is key.
An often overlooked consideration is marrying up the right medium for your business. For example, a lot of businesses, by their very nature simply are not suited to Social Media, but the buzz surrounding it has led a lot of businesses to sink a lot of money here for little return.
Lastly, the nature of your message should also be taken into account when determining the most effective medium.