Small businesses don’t have it easy when it comes to marketing. In fact, it’s downright impossible thanks to all of the conflicting information. Some posts like to preach about how new, online techniques are the only way forward. Another will say that a mixture of offline and online is the best option. What is an SME to do? The secret is to pick a method and stick with it for the best results. If you’re a modern marketing type of firm, these are the rules that will help.
Thou Shalt Stay On Message
Businesses find it hard to stay on topic these days. It’s easy to see why plans go awry, especially when you delve into the culture. Adverts and campaigns in 2017 don’t centre on the product or the business. Instead, they prefer to go for gimmicks and fancy commercials to catch the viewer’s attention. Although it might work, there has to be a message underneath it all. The target audience doesn’t want to read or watch something and realise it is worthless. Not only does this not add value, but it’s also very annoying.
Thou Shalt Not Lie
Another favourite tactic in modern marketing is to lie. Okay, so they’re not bold-faced lies, but that doesn’t mean it’s acceptable. Customers will still feel cheated if they don’t get what they expect. Plus, it’s a short-sighted technique. The aim of a great marketing campaign is to attract customers and keep them for the long-term. Lying will only make them bounce quicker than usual. Sure, they will make a purchase in the process, but they won’t make more than one. Oh, and they’ll trash you to everyone that will listen, so your reputation will take a hit.
Thou Shalt Go To Them
Waiting for people to come to you doesn’t work anymore. In fact, it didn’t work in the past. There is too much competition, and technology is too advanced for customers to do the hard work. They expect to see you wherever they go, and you need to oblige. Thankfully, it isn’t a difficult goal to achieve as long as you use a broad range of platforms. Social media, for instance, encompasses nearly every demographic on the planet. But, you also need to catch people’s eyes when they are on the move. A digital totem is useful, as is advertising space in shop windows. Yes, companies go to electronic stores and ask them to advertise in exchange for a favour.
Thou Shalt Remember Word Of Mouth
Wait a minute, isn’t word of mouth advertising old school? It is in the traditional sense, yet it does transfer to modern media too. All it means is that someone has information that they want to pass along. Before the digital age, people did it by having a conversation. Nowadays, they do it by sharing posts on Facebook or tweeting. So, everything you put out must be shareable on as many platforms as possible.
Otherwise, it won’t go viral, and going viral is the Holy Grail.
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