Marketing has undergone significant change in recent years. This is a good thing, but marketers and business owners alike can find it all to be a bit daunting, too.
Suddenly, you are presented with a bevy of new social networks, tools, terminology and (ick!) jargon. A strategy for this, that and the next thing soon leaves you wondering if you are doing what’s best for your business or trying to keep pace on the hamster wheel of online marketing. It can be challenging to sort the relevant from the irrelevant in order to determine which strategy, tactics and activities contribute to positive growth for your business.
Every new decision requires a hard look. No matter how low cost or high tech the new opportunity, it is going to take commitment and resources to make it successful. So, if you are trying to decide where to focus your efforts in order to get the highest ROI, we suggest starting here:
- If your current marketing efforts are paying off, do a happy dance. Examine your marketing program. Are you hitting your goals? Will you continue to meet or exceed your future goals doing what you are doing now? If the answer is yes, then perhaps an adjustment to your current strategy isn’t necessary at this time. Remember, it isn’t about the latest thing, it is about the thing that works.
- It’s all about the customer. Success in marketing always comes down to cultivating a deep and meaningful understanding of your customer. Go where your customers are. Get found where your customers are looking for you. Provide answers in the forums where your customers are. Build a strategy that allows you to reach, inspire and add value to your customer. It is, always has been, and always will be about the customer.
- The numbers don’t lie. Rely on quantitative information to understand your market and drive the decision making process. Measure everything to determine which aspects of your marketing program are performing and which aren’t. Make adjustments from there.
Introducing a new methodology to your marketing program can bring your business to the next level. However, the right approach is unique to your business. Not all of the latest networks, technology, tools and resources will be right for your business. Measure everything.Take what works, leave what doesn’t.
How do you decide what to take and what to leave in your small business marketing strategy? Share with us in the comments below.