An interesting question I heard the other day was "Since when has it ever been a good time to bad marketing?” Like never ! You should always be focused on delivering better marketing of your business, products and services.
In times as we are currently experiencing it is probably even more important. Typically a business is driven by those who look after the bottom line and those who sell. The latter will spend money on getting the message out to the market while the accountants will look at such expenditure as being an overhead expense. In times of economic downturn the natural reaction of so many businesses is to do what? Reduce expenses!
My suggestion is that this is the ideal time to actually boost your marketing and yes it may mean increase in expenses. But just think about it for a moment. If the natural reaction of most businesses is to cut back - what a brilliant opportunity this leaves for the smart business owner. Now is the time to be smarter with your marketing, doing it more effectively, and taking advantage of gaps left open by your competitors.
NOW is the ideal time to improve your brand visibility and build your customer loyalty. Give consideration to how well your existing customers actually know what you do. I am sure we can all relate to a situation where we have been speaking with a customer or client about some aspect of our services or products and they say that they didn’t know you did that.
Give consideration to all marketing medium and deliver a consistent branded campaign where the messages are aligned. In tough times the traditional marketing media are also doing it tough and quite often there are good deals to be struck. Last minute Ads in print media can be obtained are well below usual prices.
With regards to your internet marketing you have one distinct advantage – you can measure just about everything that is going on. You know who your visitors are, where they come from, how they came to your site and what they did for what ever time on your site.
Understand your market and visitors – be clear on the Visitor Intent – why are they REALLY coming to your web site. Visitor Intent can be broken down to one of 3 types of queries:
(1) navigational search to find a particular website,
(2) informational search to find information in order to solve a problem, and
(3) transactional search, to engage in a dialog and perhaps to make a purchase or take some other form of action.
In understanding this concept you can better design your marketing specifically targeted at the result your visitors are looking for.
Subject to where your customers are in the “buy process”, you will find that the words used to search in the search engines will be more specific. This needs to be taken into account when creating your marketing campaigns and designing your page content.
At the end of the day you need to do one thing. CREATE AN EXPERIENCE FOR YOUR VISITORS – DO NOT CREATE A WEB PAGE. People will remember the experience they had long after they have forgotten your page. Make sure you give them something of value – draw on their feelings. Use of Video, good graphics, ease of locating the right information all contribute to the experience.