5 Ways to Get Your Marketing Message EVERYWHERE

Unless your Starbuck’s or McDonald’s, you’ll have a hard time getting your message everywhere. These guys have the deep pockets necessary to invest in massive marketing campaigns.

Most small businesses do not have deep pockets, particularly in today’s environment.

Nevertheless, even a small business can create the perception that its message is everywhere. Perception is the key. You don’t need your message everywhere; you need the perception that your message is everywhere.

Here are five ways to shape the perception that your message is everywhere:

1) Narrow Your Focus: Remember the 80/20 Rule? 80% of your business will come from 20% of your customers. So narrow your focus to those 20%. Really dig into that segment and find out what they do, read or watch and get your message there. You don’t need to be everywhere for everybody. Just 20%.

2) Use Multiple Channels: this basic marketing strategy is an area where many small businesses fail. One ad in one newspaper is not enough. Only a certain segment of you market—and a shrinking one at that—reads the newspaper. Be sure you leverage a number of marketing channels. At a minimum, have a plan for at least four marketing channels. Choose from events, direct mail, print ads, the web, sponsorships, social media, relationship marketing or more. Select ones that your target market will hit.

3) Keep Your Message Clear and Consistent: the last thing you want is a confusing or convoluted message. Find one key message and repeat that same message across all channels. The more clear and consistent the message, the more pervasive it becomes. Repetition and consistency feed the perception that you are everywhere.

4) Leverage Technology: technology is an excellent way to do more with less. There are sophisticated web companies, like Acerno, that can set up banner ads that will actually follow web users from your site. Someone that visits your site will get a cookie that enables your banner ads to pop up on other sites on that visitor’s computer. This makes the visitor feel that you are everywhere, when in fact you are just following that one person.

5) Feed Your Word-of-Mouth: the ultimate goal for any marketing message is to have the message spread with as little investment as possible. This is the entire basis of viral marketing: the message spreads like a virus while the original agent does nothing. So feed the word-of-mouth. Get your message recipients to spread the word for you. Create some buzz and excitement that will get people to talk and communicate to each other about your message.

In order to move your business to the next level, you need to create the perception that your marketing message is everywhere.

Even the heavy hitters with million dollar marketing budgets can’t get everywhere. Yet with a couple of tricks like the ones mentioned above, their marketing message is pervasive.

So get pervasive, or at least create the perception that your message is pervasive.