"In today's world of business it is more important than ever to reach, connect and communicate with your customers, because if you aren't, someone else is," said Pauline Tonkin, Principal and Marketing Director of Hunter Marketing Group. This is especially true for a small or home based business trying to create a place for themselves in today's extremely competitive market.
Looking at big picture can be overwhelming. There's an endless supply of marketing options that small or home-based business can take advantage of, such as pres releases, telemarketing, ad mail, brochures, web sites, e-mail campaigns and much more. But without a solid plan, you're just be spinning your wheels.
The sad reality is that majority of small and home based businesses don't approach their marketing in a strategic way. They may promote their business without clearly identifying their target market, or regularly use marketing campaigns without monitoring results.
Today we are bombarded with technology and new toolsfor reaching, connecting and communicating. But whenputting these new tools to work, remember that samebasic marketing principles still apply. Understandingand including these principles in your day-to-dayapproach to business is crucial to your success," said Tonkin.
In order to take your business to next level, a solid marketing plan is required. Marketing is basically key function directed to your target market (customers) that addresses them specifically.
According to Tonkin, marketing communications fits into your overall marketing plan because it represents a collection of all activities necessary to establish a consistent message to your customers. Although many of these activities can work well alone, best results are achieved when they are coordinated with other marketing activities.
This means that every customer directed activity is well defined within your marketing plan. That includes how you answer phone, create mail, advertising or product packaging. It all must fit together to create a cohesive impression in eyes of your customers. This consistent image should reflect best aspects of your business and what you have to offer.
Before you can even begin to put together this cohesive image, you first must know your customers. How can you effectively communicate a message when you don't know who message is directed at?
Don't just assume that you already know your target market, take a moment to ask yourself following key questions:
- Who are my customers?
- What do they need?
- Why will they buy my product or service?