How to Step Up Your Marketing

Someone writing a meeting note

The recovery may mean more customers with more money to spend with you, but they need to know about you first. Targeted marketing can help:

  • Try sponsoring a local charity or event to build your brand in the area where you operate. Local press advertising is often highly effective too.
  • Be a media guru. Set yourself up as an expert in your industry and get free publicity from media appearances.
  • Get online. Every business benefits from an effective online presence – and now’s the time to add smartphone functionality too. Companies like Domino’s Pizza now get more than 10% of their sales from tablets and smartphones.
  • Use social media. Let customers interact with your business on Twitter, Facebook, LinkedIn and so on. Two-way communications can really build the relationship.
  • Use data. Tools like Google’s apps range for small businesses, or Facebook’s Exchange service let you use data to target marketing at your most receptive customers.
  • Public relations activities can be broad-based. PR might include all of the above, as well as anything else that raises your business’s profile – from a prominent role in a trade association to greater engagement with customers and suppliers.

 

Quick ones

Good To Great: Why Some Companies Make the Leap... and Others Don't
GOOD TO GREAT

Jim Collins explores, in his latest book, why some companies make the leap and others don’t.

Key to

TECHNOLOGY AND GROWTH

Businesses that use web, mobile and cloud are setting the pace.