I well remember when all we had to think about was newspaper, radio and television, with maybe the odd trade show or magazine advert thrown in – and most businesses thought that mix was hard enough to work through.
Of course, I’m talking mainstream advertising here. Alternative, specialist advertising like sponsorships, leaflet distribution and personalised bulk mailing were always available if you had the time to spend on them.
But since the Internet changed the World, small business promotion has become even more complicated. A website is a necessity, but that only kicks off the confusion. Where you go to after that?
Do you concentrate on search engine optimisation or pay per click? Facebook or LinkedIn? How about the increasing number of other social media outlets, all of which seem to go through a ‘flavour of the month’ phase before settling down in their rightful position?
Should you still have some old-fashioned advertising in the mix, with judicious use of newspaper, radio or TV adverts? All mentioning your website, of course!
And then there’s webinars, email campaigns and even blogging. How effective are they?
There is no easy answer, because every business is different and plays to a different audience. The trick is to start by identifying your market, find what it takes most notice of, working backwards from there.
You must test the waters with one thing of time, noting what gains you the best results. It can be a long hard process, but keep an eye out for future blogs on this website. I’m sure you’ll find them useful.
Have a great New Year! – Don Eade