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| 5 Essential Tools For Your Marketing Toolkit |
By:
Robert Lynch |
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In today's increasingly competitive small business environment, business owners are putting more and more emphasis on making sure that they are effectively spreading the word about their products and services.
With so many competitors vying for precious market share, business owners, managers and marketing directors are having to think and work smarter.
In this article, I'll outline some common pitfalls made when getting the word out, how to avoid them and how to market smarter -- ensuring that every cent spent translates into increased business.
The first thing to realize is that there is life beyond advertising. Directing too much money at traditional media advertising (newspaper, radio, television, etc.) is one of the biggest marketing pitfalls. Breaking out of the advertising box can be counter-intuitive at first, but it is important. Seventy percent of U.S. small businesses operate successfully with no media advertising.
Although cost is a big consideration in marketing, it shouldn't be the primary motivator for deciding where to allocate funds. Good marketing is all about value, and media advertising can provide surprisingly little value in comparison to other marketing channels available. This isn't to say that media advertising doesn't deserve a place in many marketing campaigns, but it definitely shouldn't be the only trick up your sleeve.
Now that we know traditional media advertising is not the only (nor always the best) option open to use, we'll tackle the next question:
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About the Author:
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Robert Lynch is a business consultant based in Seattle,
Washington. Visit the Lynch Consultants website at
http://www.lynchconsultants.com for more free articles,
to sign up for a free small business newsletter or to
get more details on Lynch Consultants services.
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