By Amanda Bala

Every business wants to be successful.  Whether it is by bringing in new clients, selling a product or simply by getting their name out, in the end, it is all about how well you can sell yourself.  How does this work?  Marketing!  It sounds easy enough, right?  Well, not all the time. 

Every day businesses implement marketing strategies.  Some of these are extremely successful and other fail miserably.  Why?  The answer is the marketing equation.  This equation is made up of four simple components: 1) Reach the right audience 2) At the right time 3) With the right message 4) Using the right media. 

Sounds easy right?  Yet, business owners of all kinds struggle to get this right and spend a lot of money in the meantime.  The real key to this is that you have to use the whole equation.  There are no shortcuts or cutting corners.  If any component is missing… you will be wasting money.  So let’s try it out:

You have the right audience + the right time + the right message… but you’re using the wrong media = wasted money, time and effort.

Let’s try again:  You have the right message + the right media + the right time… but you’re targeting the wrong audience = wasted money, time and effort.

And we could keep going… but I promise you that the results will be the same.  If all 4 items are not in place, you most likely will not be happy with your results. Furthermore… if 2, 3 or all 4 of these items are out of whack, then you may never market your business again convinced that it just doesn’t work.

Believe me… Marketing does work.  You just need to master the marketing equation!

                                                                                                                           By Amanda Bala

Ask ten people what the definition of marketing is and you will get ten different answers.  Each individual has their own idea of exactly what marketing entails.  However, it is important in any business to have at least a basic understanding of the fundamental steps of marketing.  So here they are.

There are four main aspects that make up an effective marketing campaign; research, strategy, tactics and tracking results.  Each is necessary, though not individually sufficient, for a successful marketing campaign.  Many people perceive marketing to be completely creative.  In reality, it is based upon researched information, planned strategies and tactics, as well as quantitative statistics and facts.  Building a marketing campaign from the ground up using these components will ensure an easier, organized process and desirable results.

Here’s an analogy.  Consider the four components of a marketing campaign as the growth of a tree:

The Roots = Research.  Thorough research equals strong roots.  Without hearty, deep roots a tree cannot grow and flourish.  The same can be said about marketing.  When putting together a marketing campaign, without strong research digging into your target audience, competition and the marketplace, chances are your campaign will go nowhere.

The Trunk = Marketing Strategy: A strong trunk supports a tree. This is the who, what, when, where, why, how and how much.  Researched strategies are put in place based upon each individual business.  A strategy that works well for one type of business may not work for another.  It is important to determine the right strategy conducive to your specific business.

The Branches = Marketing Tactics: Branches spawn from the trunk, and reach out and spread.  Each different marketing tactic that your business uses to promote itself is like a separate branch.  Your website is one branch, social networking is another, PR, advertising, tradeshows and so on… are all individual branches. Then with time, nurturing and consistency, the branches grow, fill out and demand attention.

The final aspect of marketing is tracking the results of the campaign.  This parallels watching a tree grow.  How do you know if your tree is growing if you don’t pay attention to it?  Sometimes you may need to trim branches, water it more, or take special care of it… this is all done by paying attention and tracking its progress. 

You cannot set a tree on the ground and expect that it will grow.  You must take careful steps to ensure that it will flourish.  The same is true of your marketing campaign.  By taking the time to research, establish strategies & tactics, and track your progress, your marketing platform is sure to grow and prosper. 

By Erin Robinson

Often times a marketing tactic won’t bring in the results you, the business owner, are expecting. Why is this? Guessing…trying tactics without actually knowing why. Or buying ads because someone walks through your door and sells it to you… Maybe you’ll get lucky, but did you really build your company on luck?

The basis for all marketing starts with a simple question, “Who is your ideal client?” It sounds pretty basic, however, it is the root in which all of your marketing stems from. Let me ask you this… Have you interviewed your clients or potential clients? Are you thinking about you and your business, or about them? Are you truly inside their head?

Let’s take a look at the bigger picture. What are your clients paying attention to? What are they reading, watching and doing? How are you attracting them? Is it price, service, quality and selection? If that’s what you think, then chances are you’re saying the same things that your competitors are. Nowadays more then ever you need to truly find what makes your business different and appealing.

This is what effective marketing is all about. It takes knowing who your audience is, appealing to their emotions with the right message, and utilizing the right media outlet at the right time. It’s a science my friend, and not a game of chance.

Research, research and research: Without research, how will you truly know what gives your business the competitive edge? Or what the most effective marketing message is? Or what the best marketing mix is to reach your audience? The last thing you want to do is spend money on a print ad or a television spot and cross your fingers in hopes that it will work. Do your research to ensure that the tactics you choose will work for you.

Make it about them… and it will come back to you: Does this sound like your brochure: “Our business was founded on such and such date, and we’re so excited about this because we we we….”? The best way to grab your audience’s attention is to make your message about them and their problem. Address the reader and then tie in how your product or service will benefit them. Ask them a question, pique their interest and then offer your company as the solution.

Look at the big picture: All business owners are guilty of having tunnel vision. You can’t help it… your company is your passion (hopefully) and it’s hard to step outside of it to look at it from a different perspective. Ask for the opinions of your family, friends, employees, or even your neighbor. They may see something that you don’t see because you’re engulfed in every detail of your business.

Marketing works, and it works well when you have a plan. Marketing takes thought, time, planning and expertise… And when done correctly, man is it sweet!