What marketing tools should I use?

Twitter, Facebook, Linked In, Advertising, Networking, Strategic Alliances, Events, Publicity, Loyalty Programs, Sales Promotions..... the list of marketing tools is long and the options seem endless, How do you know what choices to make? Which magical combination of marketing ingredients will combine to deliver the best results for your business?

The answer is - don't even think about making choices until you have worked through the 5 steps below. Developing an objective driven marketing strategy is an absolute necessity, even more so when you are working with a finite budget. 

1. Define your business vision

You need to decide where you are now and where you want to be. Be specific. Ensure your vision is backed up with measurable objectives. Saying "I want to increase awareness of my business in the local market" for example, is not enough. You could run down the road and tell two passerbys about your brand..... you're definitely increased awareness, but is that what you had in mind?

2. Select your target prospects

Do you have a segmentation strategy? Who do you want to do business with? Is there a specific group of prospects who you want to talk to? What are their characteristics - can you identify them geographically? By gender? By life stage? By the problem that they have that you have the solution for? What;s important to them? It's vital to build up a clear picture of your Ideal Client, filling in as much detail as you can so that your marketing messages can be tailored with this prospect in mind.

3. Develop your key marketing messages

What are the pivotal points that you want to communicate to your prospects about your product or service? Keeping your ideal client in mind, consider what aspects of your product or service would be of greatest value or appeal to them. Also consider the position you want to occupy in the market - are you an economical option, a luxury product, a service with a twist? Choose benefit driven key points that speak directly to your prospects.

4. Consider the watering holes

Now it's time to think about where your ideal clients gather ..... Are they online? Do they read particular magazines? Will they be at trade shows or other events? Hidden behind gatekeepers in businesses? Clients of other non-competitive companies? Once you have a good handle on where you believe they are likely to be found you can then.....

5. Consider the best communication channels and marketing tools to utilise! 

When you get to this stage, you will be surprised by how much easier it is to select the options that are best for your business, your products and services, your target prospects. Mothers with babies? Consider advertising in online forums and exhibiting at Pregnancy and Baby Expos. People with Pets? Can you provide a mobile service to retirement homes that allow their residents to have their animals with them? The Legal Industry? Take a look at Precedent Magazine and the annual industry conference and couple that with a direct mail campaign.....Women considering a stylist or wardrobe makeover? Form a strategic alliance with a clothing boutique and offer to present at a women's Networking event.

When you narrow your focus and get really clear about who you are, who you want to talk to, what you'd like to say and where to find your targets, choosing the best marketing tools becomes a whole lot easier, guaranteed.