There are a number of secrets to great marketing. You don’t need to spend lots of time and money trying to work out what’s best for your business, because other people have already done the trial and error. You can learn from them and save your business a fortune.
One of the secrets is that as ad hoc marketing doesn’t work. Ad hoc marketing is where you pay for one advert in a special magazine supplement, because the salesman told you the magazine will be sent to thousands of your target client. But it’s going to people who haven’t asked to receive it and who won’t actively use the supplement to search for your services. They might not even know that they need your services and solutions. The salesman also told you that he could give you a great price for last minute space, so you paid it without checking your marketing budget, or making sure that the magazine would be read by your ideal clients – the people who really want to work with you.
Another big secret of great marketing is that you need to do more of what works and less of what doesn’t work. This means that you have to measure all your marketing activities. If you keep plugging away at a particular marketing tactic, even though it’s not working – not bringing you the enquiries or new clients that you want – then you should stop doing it. If you’ve run the same advert in the paper for three months and it hasn’t done what the salesman promised, then either stop doing it, or change the advert – the wording, the size and/or the position. When you’ve been going a particular networking meeting for six months and you’ve not met any of your ideal clients (and the people who have met don’t know any of them either) then it’s time to stop going and try out a different group, or a different message.
So measure your marketing and you’ll be able to do more of what works and get more from your marketing budget.