Which Marketing Method Should I Use?

By joanne | 8th September | Marketing Ideas, Marketing Strategy, Marketing Training

If you’re looking for more business, here are some of the ways we would select the best marketing methods for your business:

  1. First is a decision about time or money
  2. Second is about what you want to achieve – for some companies, it’s about building awareness, but for most it’s about generating enquiries.  For the purposes of this article, I’m going to assume you want more leads (and sales), so we’re looking at direct-response marketing (marketing that generates a response).

If you have time and little money, pick from the following:

  • Targeted networking
  • Up-selling to existing customers
  • Incentivising referrals
  • Exhibitions / Events
  • Social Media
  • E-newsletters (targeted)
  • Posters and Flyers
  • Increase your prices (where the market allows)
  • Incentivise repeat purchases

If you have money and no time, these methods might suit you better:

  • Training staff in up-selling to existing customers
  • Incentivising referrals from existing customers
  • Highly targeted telemarketing
  • Appointment setting services
  • Search Engine Optimisation and Adwords
  • Postal mailings

Fundamentally, every marketing method works…to a greater or lesser extent.  But you must action that method consistently. Try any method for at least 90 days and monitor the results before you swap and change things – you have to give them a chance to work.

We always suggest that customers have at least four or five marketing methods working for them at any one time.  This can even out the peaks and troughs in a business and ensure a stable forward-order book.  So choose a few and monitor them all.

They will all work for you (to a greater or lesser extent).  But if you want to know which will really work for your specific business, that’s when you need to take advice.  And that’s the value added by consultants.  They can save you time and work and make you more money more quickly, but you have to pay for that expertise; as in any industry.  The choice, as always is yours, but hopefully the post gives you a starting point.

As usual, your comments and feedback are welcome.  I’m sure there are methods I’ve missed, so please send in your own experiences and give others the benefit of your knowledge.

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