One of the biggest sources of confusion small business owners face when deciding on a marketing strategy is navigating through all the outreach opportunities available and choosing the one that is right for them and their particular business. Especially now with the onslaught of social media and the bonanza of opportunities which it brings (twitter, facebook, linkedin, youtube, foursquare…to name a few).
In the end, the best marketing strategy is the one you can most fully embrace and utilize. There are a lot opportunity out there, don’t try to be a jack of all trades. Decide on your resources (time, money, etc.) and choose the medium you want to focus on based on those resources and your overall business/marketing objectives and goals.
But whatever you do, if you focus on two overall goals and you far ahead of most of your competitors
1) Be awesome! It is much better to narrow the marketing mediums you utilize and focus on being the best at the strategies you do employ. Don’t have time to do facebook and twitter? Choose one and make you campaign incredible. Successful marketing isn’t an all or nothing thing. In the end, it isn’t the business who has the most campaigns, but the business who has the smartest campaigns that wins the consumer’s business.
2) Be consistent! Make sure all your marketing efforts point your consumer in the same direction and tell them the same story. A good test of this is to step back and take your/your business’s name out of all your different campaigns. Would your consumer still be able to tell they all were representing the same company?
Marketing is about choosing your poison, but making it strong. A weak shot will either have no effect on your target customers or simply make them sick to their stomachs.
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