Marketing is not what you do. It’s what you do with it.Time after time I have seen small businesses fail in their marketing efforts because they simply “do” marketing and they don’t “do anything with it.”
Successful Marketing DNA requires more than just marketing alone. Successful Marketing DNA requires taking that next step and doing something with your marketing.
As you plan your next marketing initiative, think beyond the marketing and determine what you are going to do with it. Here are some ideas to get you started:
What you do: publish a print ad
What you do with it:
• Lead generation: “Call for more details”
• Invite participation: “Come to our FREE tasting”
• Encourage response: “Mention this ad and take 10% off your next order”
What you do: e-mail marketing
What you do with it:
• Send out informative topics to encourage readers to always open your content
• Provide valuable information in each email so that responders forward your email to others
• Build a community around your database by mentioning and referring your contacts to other businesses
What you do: build a Facebook page
What you do with it:
• Build a following by providing links and information that directly benefits your fans
• Engage in discussions and dialogue to encourage participation amongst fans
What you do: mail a postcard
What you do with it:
• Commit to at least four direct mail touch points with the same audience: one postcard does nothing
• Incent response with a simple yet compelling offer
• Test two versions of the same card and track responses to determine optimal messages
What you do: sponsor an event
What you do with it:
• Have enough free “takeaways” for everyone: examples include pencils, key chains, product samples, coupons, etc.
• Make your presence known with huge signage and other display items that will make your name standout
• Donate products or services to event coordinators to use in a raffle or something else
I could certainly go on, but I think the idea is clear.
It’s not about doing marketing. It’s about doing something with your marketing. If you want to move your business to the next level, then be sure you do something more with your marketing.
What you do: publish a print ad
What you do with it:
• Lead generation: “Call for more details”
• Invite participation: “Come to our FREE tasting”
• Encourage response: “Mention this ad and take 10% off your next order”
What you do: e-mail marketing
What you do with it:
• Send out informative topics to encourage readers to always open your content
• Provide valuable information in each email so that responders forward your email to others
• Build a community around your database by mentioning and referring your contacts to other businesses
What you do: build a Facebook page
What you do with it:
• Build a following by providing links and information that directly benefits your fans
• Engage in discussions and dialogue to encourage participation amongst fans
What you do: mail a postcard
What you do with it:
• Commit to at least four direct mail touch points with the same audience: one postcard does nothing
• Incent response with a simple yet compelling offer
• Test two versions of the same card and track responses to determine optimal messages
What you do: sponsor an event
What you do with it:
• Have enough free “takeaways” for everyone: examples include pencils, key chains, product samples, coupons, etc.
• Make your presence known with huge signage and other display items that will make your name standout
• Donate products or services to event coordinators to use in a raffle or something else
I could certainly go on, but I think the idea is clear.
It’s not about doing marketing. It’s about doing something with your marketing. If you want to move your business to the next level, then be sure you do something more with your marketing.
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