Marketing is a huge challenge for any business. Whether you’re a startup or have been running your business for a while, effective marketing is always changing. You may expect one result and get another, either positively or negatively. How can we know what to expect – and what not to expect? Let’s take a look at some different marketing tactics and their realities in the business world.
This strategy is a no-brainer in today’s world. Most people (most of your customers, at least) have at least one social media account. Facebook, Instagram, Twitter, and even YouTube are popular platforms for selling. However, if you’re just getting started with social media, there are a few key things to remember.
Expectation: No one pays attention to ads on Facebook.
Reality: People pay attention to good ads. It’s true that most people will scroll past ads on Facebook or other social media. That’s why you have to make the most of your advertising strategy. Focus on visuals first and foremost. Once you make them stop scrolling, have some enticing, clever copy that will convince people to click. There are plenty of books, resources, and agencies that will help you with online ads.
Expectation: Your likes and follows correspond to sales.
Reality: While follower count determines the reach of your business, it doesn’t guarantee the number that will actually buy your product. Social media presence alone isn’t effective marketing. Posting regularly, sharing testimonials, buying ad space, and making great videos will be sure to reel in more buyers.
Cold Email Marketing
Email service is the grandfather of digital communication. It’s just as relevant – if not more so – today than it was in the 90s. Most corporate businesses need an email campaign plan. You have 2 options: Cold email and “warm” email. While the latter goes to subscribers, cold emails are unsolicited and typically viewed as being “spammy”. However, when done right, you could have yourself a nice strategy.
Expectation: Cold emails are always ignored and deleted.
Reality: Cold emailing works when done with care. The worst mistake you can make is not knowing your recipients. By that, we mean having researched the person or company. Potential customers will appreciate seeing their name, a brief explanation of why they were chosen to receive the email, and how you can serve them individually. Automated cold emails are technically spam. Unique, thoughtful cold emails don’t have to fall under that category. You may want to assign someone to work on this full-time in order to produce individual emails.
It’s even older than email marketing. It’s been around for generations, and it’s still as important as ever. We’re talking billboards, brochures, flyers, commercials, mail, posters, magazine ads – the works. The truly traditional way of marketing is costly, but it’s worth it.
Expectation: Traditional marketing is a thing of the past, so it won’t increase sales.
Reality: Is there a billboard you pass daily that is ingrained in your photographic memory? Maybe a restaurant ad telling you to turn off at the next exit? A catchy slogan? Which magazines do you skim through in the grocery checkout? Traditional marketing is everywhere. If it didn’t work, it would have long died out. Many members of the older demographic don’t use email or social media. If you’re looking to reach elderly folks (as well as younger), traditional methods are essential.
Expectation: No one listens to the radio or watches cable TV anymore.
Reality: According to a 2019 study by The Nielsen Company, 90% of Americans listen to the radio at least weekly. People still listen to the radio in their car, at work, and some people even listen at home these days. You’re not wasting any effort with radio ads. Cable and satellite TV are a little iffier, as consumers in those industries are declining. However, commercials still reach millions of people every day. You have an audible and visual advantage to really make your company shine.
No matter which route you go (or how many you choose), smart marketing will take your corporation to new heights. Consider your expectations of reality and turn them around for the good of your business. Creativity and confidence are key!