How to Choose the Right Marketing Tactics for Your Biz

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In the complex world of small business marketing, there are two big traps that people fall into:

  1. Only doing one thing, like advertising on TV, and then expecting that one thing to bring in boatloads of customers.
  2. Trying to do everything, like advertising, blogging, social media, public relations, and every other marketing method under the sun. {Large corporations can get away with this because they have staff dedicated to each of these areas.}

If you want to have a healthy (and effective) marketing strategy for your business, it’s best to stay away from these two extremes. Instead, choose two to four specific methods that you can implement on a regular basis. The following steps will help you select the right ones for your business:

  1. Choose the tactics that are most likely to work. If your customers are tech savvy, meaning they spend a lot of time on the internet, try blogging and/or social media. If you business is primarily a brick-and-mortar store, like a bake shop, then having in-person sales events or weekly sampling parties would probably work well. Consider what your prospective customers are most likely to respond to.
  2. Pick things that are reasonably enjoyable for you (or at least tolerable). This is imperative if you’ll be the one implementing everything. For example, if you don’t like to write, don’t start a blog. But if you love talking to people, you could stage a mini-show on YouTube every week, or hold a podcast once a month. {For me, writing comes easier than talking, which is why I blog every week, and rarely post videos.}
  3. Be mindful of what you can handle. Let’s say you decide to have a free podcast for your customers, but you’re already devoting a lot of time to building your social media following. A weekly podcast might require too much of your time (rounding up topics, people to interview, not to mention actually recording it), so maybe you could choose to it bi-weekly or monthly instead. Marketing is important, but remember, you also have a business to run!
  4. Don’t be afraid to switch it up if something’s not working. If you discover that one of your chosen marketing techniques is not resonating with your audience, by all means, change it, or scrap it altogether and try something different. Keep tweaking until you hit a sweet spot, and even then, keep improving!

What marketing techniques have you found to work best for your business? Tell me in the comments below!

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About Barbara Austin

As the graphic designer & founder of Sweet Dreamz Design, Barbara loves working with women entrepreneurs to brand their businesses. She shares a variety of small business advice and anecdotes here on the blog. Check back every week for new tips, inspirations, and how-to articles, or subscribe to get regular updates in your inbox each week!

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